Your company blog can do a lot of things for your business:
- Increase traffic to your company website.
- Extend the number of keywords people use to find you.
- Take advantage of seasonal trends.
- Increase your authority.
- Increase the value of your website to your visitors.
- Answer questions your customers ask frequently.
- Save you time by giving you a ready-made response to common emails.
- Gain links for your site, improving SEO.
- Increase customer engagement and trust.
Between recognizing the value of a blog for your business and actually having a valuable blog, though, there are quite a few steps. Many businesses decide to blog, set up their blog, have someone write a few posts, and then give up, leaving an abandoned blog online as evidence of their failure. How can you avoid this?
Be businesslike with your blog.
Approach a company blog as you would any other project at your business, strategically. Determine your goals and your resources before you begin. Do you have someone in the company who can write the company blog? This needs to be someone who can write, certainly, but it should also be someone who can come up with ideas and information regularly, edit and proofread correctly, and be trusted not to divulge sensitive information or too much personal data for your industry.
When you identify a good candidate for company blogger or a set of people who can share the responsibility, consider whether this will be a significant added responsibility that requires additional compensation, whether some of the staffer’s current tasks should be diverted, and what kind of oversight will be required. Putting blogging duties on a regular schedule is likely to be most successful since blogging whenever there’s free time tends to turn into that abandoned blog mentioned above.
Engage your staff.
Once you have a blogger or blogging service chosen, encourage all staff to keep their eyes open for blogging opportunities. Your company’s successes, accomplishments, new products, and staff should be mentioned in the blog. So should useful information for your customers, interesting events, and news in your industry.
If you have multiple staff authors for your blog, consider having author pages or signature paragraphs so visitors to your website will feel more connected to “Jenny from Accounting” or “Brian from IT.” Encourage those staffers to link to their blog posts at LinkedIn or other sites they frequent.
Make the most of your company blog.
Optimize your blog for the search engines, too. Make sure that your keywords are used regularly not only in the posts but in the titles, too. If you use a blogging platform with categories and tags, be sure to use those features. Use alt text with your images and be sure to compress all the pictures and videos that you use so your site won’t be slower to load.
You can send your blog posts to your company’s Facebook, Twitter, and other profiles and pages. You can link to them in your company newsletter, too. Using the content in this way will extend the ROI of your blog.
Finally, give your blog time. Use your website analytics to make sure that people are visiting, but don’t expect immediate results. Remember that good blog posts will continue to bring visitors to your website for years, even if those early posts don’t have a large audience at first..