Nowadays it is rare to get a marketing strategy that does not include a corporate blog. Whether for B2B or B2C companies, this channel has become one of the favorites, and one of the most efficient, to achieve different commercial objectives.
Not investing in a professional blog gives your competitors an advantage in positioning themselves better on Google and, consequently, in the minds of your consumers. Is this what you want? It’s healthy to assume not. Therefore, we want to recommend that you start exploiting this powerful lever as soon as possible.
Along these lines we want to help you start your corporate blog. To do this, we show you the steps to follow and some examples of success that can serve as inspiration.
Why create a corporate blog?
When we talk about a corporate blog we are referring to a website dedicated to the creation of content, generally written, related to the sector of activity of an organization.
It is an autonomous digital tool whose objective is to optimize the visibility of the structure by eBook Writing Services articles on various topics and especially on your area of specialty.
As a result, the corporate blog is in itself a true content marketing strategy. This tool allows you to segment your audience and convert part of that audience into customers. In other words, it is a way to attract visitors and significantly increase the number of sales for your organization.
On the other hand, experience has shown that working with a corporate blog favors the birth of a community and the generation of traffic to a specific product or service. In turn, it contributes to the promotion of the company’s experience in a specific field and to the education of its clients.
All of this highlights the importance of having a corporate blog when planning and implementing a content marketing strategy. Without a doubt, this tool can help you develop your business and generate a greater volume of sales.
How to create and promote a corporate blog?
In recent years we have been able to appreciate the rise of corporate blogs. It is estimated that in 2022 there will be more than 600 million active blogs on the internet. This figure is the result of activity reported by platforms such as WordPress, Blogger, Wax, Tumblr, Squarespace and Medium.
Given the countless content that these sites offer daily, it is no longer enough to create a professional blog to be successful. Today, it is really necessary to offer relevant content focused on added value. Furthermore, it must be used with a well-defined editorial strategy.
Only in this way will you be able to achieve that increase in the visibility of your brand that you so long for, as well as an increase in quality traffic to your website. If you want to create or enhance a corporate blog, here we leave you a series of good practices that we trust.
Defines the editorial policy
The goal of a blog post is to target readers at every stage of searching for information, all the way to purchase. In order to attract their attention, you will need to establish a clear and precise editorial line.
This first step is what will allow you to maintain a certain consistency in each of the contents you publish. Furthermore, this is an essential step in implementing an efficient content strategy.
To determine what your editorial line will be, you must identify the objectives of your content strategy and then define your positioning in relation to your competitors.
From there, you can get a better idea of:
The means of communication you are going to use.
The topics you should address and how you are going to group them.
The tone, style and vocabulary you are going to use.
It never hurts to take a look at what other companies in your sector are doing in terms of content. Surely from there you can get ideas that inspire original and relevant content for your readers.
Choose keywords and topics
Depending on the objectives of your company and your SEO strategy, you will have to address different topics on the corporate blog. But, the selection of topics does not end there. For your articles to be visible in search engines, and attract much better quality traffic, you must follow a keyword strategy.
When selecting keywords, you have the option of creating a set of them and thus deepen the research on the initial topic. Additionally, this also allows you to establish subtopics that you can group and develop to optimize your blog’s SEO.
In this way, Google will be able to place your content among the first search results related to the topic you have selected.
Finally, don’t forget to check that your blog has SEO plugins installed and the loading speed of your website. Both elements allow you to offer a user experience of the highest quality.
Set a goal and call to action for each piece of content
Creating a professional blog allows you to achieve various business and marketing objectives. But, for this to really happen, you must ensure that each of your items responds to a specific objective and a well-defined place in your acquisition funnel.
Next, you should verify that they all have a call to action in line with the objective of the content. For example, for an SEO or traffic mission, the CTA can refer to other content on the blog. In the case of a conversion objective, you must direct the visitor to a page where you present your product, service or promotion.
Add visual elements
Having a corporate blog is not just about writing text. In fact, the platforms allow you to add visual and dynamic content with the intention of making the blog much more attractive and able to keep the attention of users.
Therefore, before publishing an article, stop and think about what elements you can incorporate. Some options are:
Infographic
Slide presentation
videos
GIFs
Etc.
Each of them brings variety to what you are offering to your readers and makes understanding the content much easier and more enjoyable.
Publish articles regularly
For your corporate blog to be truly effective, you need to take into account the frequency of publication of the articles. Readers generally prefer regularity. They like to know when the next content is going to appear.
For example, if you publish your texts every weekend, visitors will get used to visiting your blog at the end of the week. This way you increase the chances of them becoming loyal followers and then customers of your brand.
However, you should not let too much time pass between the publication and the next. This not only affects the final reader, but also search engine performance. Search engines, such as Google, appreciate regular production and updating of articles. This helps prevent your work from becoming obsolete.
To make the task easier, we recommend creating an editorial calendar in which you detail each of the topics to be discussed and their publication date.
On the other hand, it is important that you make sure to insert one or more links in each of your pieces of content. They encourage traffic to other areas of your website and improve search engine positioning. And, to ensure that Google ranks your post better and faster, it is important that there is always consistency between your experience and the content.
Outsource the creation of your company blog
Having a successful corporate blog requires you to dedicate time and effort. Content creation is not something that you solve in minutes. It requires strategy, Ebook Writing Services, design, and more. Fortunately, you can always use a content agency. Its team of experts guarantees quality work governed by good blogging practices.
It is undoubtedly a more expensive solution than managing it with an in-house team. But, but it promises to offer you what you expect. Especially since an agency has a series of profiles to satisfy your content marketing needs:
Writers,
graphic designers,
web designers,
advertising writers,
Etc.
It is important to make it clear that writing content requires a lot of time. It is a demanding job that, in general, no one should do alone. Therefore, it makes more sense to entrust your branding to a professional.
A content agency can take on tasks such as:
Search for ideas and topics for the blog.
Monitoring SEO performance such as traffic, ranking, etc.
Update and optimize existing blog posts.
Preparation of an editorial calendar in accordance with the objectives of the content strategy.
What are the advantages of having a corporate blog?
We have said it in several blogs, your website serves as your company’s business card. It is, without a doubt, one of the ways through which your potential customers discover more about your products and services. But, the blog is that part of your site where you get updated articles and information of interest. If it is well thought out, this is the channel where you encourage the loyalty of your readers.