Blogging is one tricky business.
Content, is still the king; blogging is the close second. Company blogging is distinctly different for different types of marketing executives. On the whole, company blogging is on the rise. B2B companies benefit from both, organic SEO traffic and lead generated traffic via content marketing.
So, why should you develop a company blog page to drive success? Because every month 22.2 billion blog pages are searched and viewed by more than 409 million people.
One in three Fortune 500 companies are using Content Marketing via company or corporate blogging for sales engagement, new product promotions or thought leadership.
So, what are the most practical tips for developing a successful company blog in the current Australian online business sphere?
Consider them as the missing link between sales and marketing:
A good company blog should address both Sales and Marketing. A perfect one should be able to unify both.
Company blogging should technically start with marketing blogs and work up towards sales-pitch blogs and finally sales-qualified blogs.
Research the hell out of it:
“You have to provide relevant content for your prospects, customers and the public, who spend over 10 hours a day consuming media.”
—Joe Pulizzi, Content Marketing Institute
Yes, authoritativeness and industry-quality content differentiate company blogging from general blogging. And this requires an intensive amount of research.
Here are some points to consider when undertaking a pre-development research:
- Know the primary objective of the blog.
- Know the special offering that will differentiate your brand from the rest.
- Build strong buyer personas and create a separate content bucket for each one.
- Create and maintain an editorial calendar. It is a good idea to use automation plug-ins.
Prove yourself authoritative and trustworthy:
Using jargon and statistics will not make your casual visitors interested in your brand or business, frankly it is likely to do the opposite. Instead, try to use more simple, lucid and actionable language, give references of other leaders in your niche, and provide customers with actionable solutions to their problems.
Your company is more than what you sell:
Instead of developing only individual service-based blogs, create a continuous chain of content that reflects your company’s social initiatives. Highlight the inspirational stories from your organization, from its’ memebers and leaders. Word-of-mouth marketing also works surprisingly well in portraying the humane face of your company.
Create relevant content for a better SEO ranking:
It is a bad practice to push customers into purchasing something. No one really falls for that anymore.
Again, targeting vaguely is not SEO friendly either. The more relevant your content is to your business, the better it is for SEO ranking.
The trick is to talk about the products or brands, chart out their qualities and effects without actually pushing the sale.
For a good search engine ranking, quality is always better than quantity. Pass all your content through multiple rounds of proofreading, quality checking and plagiarism checking before publishing.
In 2016, The Search Engine Journal suggested that 1,900 words is the optimal length for a blog in terms of SEO. Though this length can drastically vary across industries, based on their objectives.
Create a distinct style:
You must have noticed that blogs like Neil Patel’s have a distinct tone and format suiting to their content. This is the signature tone any company blog must carry to develop an uniqueness and a brand voice.
Brands used to swear by press releases. Customer reviews and company documents were more structured, often scripted and almost exclusively showed the bright side of the organization.
Now-a-days, consumers believe in real scenarios way more than scripted glorification.
So, always present your content in the most plausible and practical way possible. Try to generate content from the users’ perspective and stick to one point of view.
The title matters a lot:
A title creates a first impression; a title helps the reader to understand what you are writing about; a title helps the reader decide whether they will continue to read further or not.
A good title for a company blog is always straightforward, problem-targeted and based on buyer intended searches.
Incorporate clients’ feedback:
Mashable says that most blog consumers like to read customers’ feedback and suggestions. Keep asking your readers and community members to provide you with comments. This is by far the best way to understand what the contemporary market wants to read and what they don’t.
With these nine tips, we hope you will find the perfect direction for your company blog; this type of blogging pays dividends.