Corporate blogging is a good idea for businesses that want to create an online presence. The blog need not be expensive, but if you are looking to gain the interest of your peers, investors, partners and associates, you may wish to spend a bit of money on it. Do not just spend money on the design, but also spend money on the posts themselves, the blog’s integrity, blog updates and blog marketing. It’s all part of the road map to corporate blogging success.
By Korah Morrison
Appoint a member of staff to be in charge of the blog
This person would be the writer and the editor. This person would decide what is placed on the blog each week, and would decide what guest posts appear. The writing would be done by this person, and the online PR would be done by this person. It is this person’s job to maintain the blog, and make sure it ranks highly on the search engine results page. This person needs to make sure that they blog is well attended, and that every scrap of information on the blog is going to enhance the company’s online image and reputati
Make sure that you are appealing to the correct audience
A corporate blog cannot simply appeal to customers. It has a far bigger task of making sure that investors, special interest groups, political ties, the media and the general public are also appeased. The blog must gain their interest, engage them, and above all, must not offend or anger them (unless that is part of the larger marketing campaign.
The potential and loyal customers of the company must also be catered to, but you cannot risk simply appealing to them. Many people are going to expect your corporate blog to be more than an advertising medium (although it can be sometimes). If your blog is simply a product-promoting tool then it is going to attract very few people. It may also send out the wrong message about the company. For example, could you imagine a Coca Cola blog being all about the great taste of their drink? It would make it seem as if the company was in trouble if they had to remind people that their drink tasted good.
Target your audience with keywords and content
You need to get into the minds of the people you are writing your blog for. You need to know what motivates them and what makes them tick. You need to know their conscious and unconscious incentives are for attending your blog. You need to use this information to pick your keywords for your blog post. You also need to use this to decide what type of content you are going to upload, and decide what topics your blog posts are going to revolve around.
You need to appeal to the people who are checking your blog to see if your company is doing well, as well as the people who are checking to see if it is safe to buy from you. There will be people who are looking for ways to exploit your weaknesses via your blog, and other people will be checking your blog to see if you have employment openings or upcoming special offers on your products and services.
Promote your blog posts at every opportunity
You do not need to be slimy about it, but if you get the chance to say how interesting your blog post is, then it cannot hurt. For example, on Social media, as you have conversations with other people, you can tell them how what you are talking about reminds you of a blog post you made. Such comments may be made in person too, but it is better to say such things online so that other people may read your comment and act on it.
Give your readers a benefit and use from your blog
An incentive to look at your blog should be established. If your target audience is going to gain some sort of use from your blog, then that is an incentive. If you can think of a few reasons why your audience would attend your blog, you may use those reasons as an incentive. You can go out of your way to ensure that your blog post offers those uses.
The uses you offer may be numerous. For example, you could give details of your secret offers and promotions, whilst at the same time you could include details on your share prices weekly peaks and troughs.
Do not restrain yourself to local and business matters
There are lots of things you can blog about if you wish. You do not have to stick to the subject of your business or local matters. If you think your readers will be interested in other matters (possibly global matters) then write a blog post about it. If you can also tie in how your business will be affected by such matters/news, then your post will become relevant again.
Image via Flickr
What are your best tips for building an audience on your corporate blog? Share below in the comments section.