Before you publish your corporate blog define the reasons you need it and the goals you wish to reach. Having a solid mission can help your blog stand out for the right keywords.
Corporate blogging is used by companies and brands to build a strong communication channel with their selected audience.
Within its content, they address company news, updates, presentations, product guides, industry topics, expert tips, researches, books, financial data, scientific resources, videos, interviews, seminars, workshops, etc. A well structured corporate blog can bring traffic to your website and the right attention to your company.
Corporate Blog Basics
Hear your audience carefully. What do they ask you? What kind of information are they looking for? What needs can your company cover within its own blog? Would it need short or long-form blog posts?
For example, a company that creates dental equipment for dentists won’t need to publish content about football. Unless they have a line of products for athletic dentist solutions.
Clarify why each post is on air. That will help you understand how often you should publish new content. Let’s see Advantis Medical Imaging. They publish a new post only when it is absolutely necessary to inform their target audience. They lead their market as pioneers of Cloud Neuroimaging Software but they never try to fit into marketing best practices. They publish only important and valuable information about their company news.
Avoid any kind of trendy buzzwords and expressions. Create content that doesn’t need any further explanation. On the other hand, stick to the official terminology when it is obligatory. Medical, Law, Science and so many other industries have their own language and terms. Respect that!
Absolutely never use any personal pronouns in strict business blogs or any form of “social media + texting” language. Use as less as possible exclamation marks (!) but feel free to use them if your blog presents code.
Again, keep personal opinions to yourself. For those that can not escape their need to have the last word, then they should consider turning their creativity into a personal blog. See what defines a personal blog in this article: What defines the Blogging DNA.
Set a content calendar for your blog. If a company needs to publish twice a month then form a yearly schedule for the next topics. In case your company needs new content twice a week, then it’s a good idea to hire a professional to do the job. Contact us for more information.
Organize the company’s content marketing team with specific guidance on what kind of posts are acceptable. Of course, having a content marketing professional on your side would make your blog look more successful.
Corporate Blog Topics That Drive Attention
Blogs that include the following types of content tend to gain more traffic:
- The How-To Posts are the number one content for almost all industries and niches.
- Detailed guides can bring great results.
- Presentations of a new product or service or achievement.
- Presentations of research that are difficult to find.
- In some cases, interviews can bring a lot of traffic.
- Opinion/Positioning posts for a controversial topic can be useful for certain industries.
- Announcement for competition with an award.
- Important case studies.
- Mission and philosophy statement posts.
- In some cases, CSR posts can produce a positive impact.
- Also, official Press Releases tend to bring a lot of traffic.
- Educational posts have a strong influence on all industries.
- Finally, career opportunities and event announcements can boost a company’s blog.
Are you a new blogger? Give WordPress a Try!
Having said all the above, it is only natural to add this last thought. If you are reading this but don’t have any blogging experience then consider giving WordPress a try. It will guide you, step by step, and make you feel comfortable enough to run your own corporate blog.
WordPress.com or WordPress.org will show you a brand new world of opportunities. Just go for it!
And you will have a global community of exceptional fellow bloggers, developers, designers, and entrepreneurs on your side.
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