Blogging for companies remains the best online marketing channel to increase online visibility. What we initially see as blogging for business to enlighten customers has become a staple or vital tool for marketing strategy for every company voice to be heard.
Before now, most blogs you would find online take the form of a personal journal. The earlier nature of blogs was closely associated with personal sites. Thus, blogging was centered around a single personality that determines the interest.
But as time went by, more persons began to use blogs daily. There became a broad perspective and clear understanding of leveraging client interest through blogging for companies. For this reason, businesses are now creating guidelines for their corporate business that will include the best company blogs on their business websites.
Corporations seeing the benefits of corporate blogging are now taking an active part in the scene. It’s no longer news that companies with the best blogging guidelines tend to attract more traffic to their business websites than those without a blog.
From recent statistics, it’s clear that more business is embracing the idea of blogging for companies with enthusiasm. The same statistics show that businesses with corporate blogs attract 55% more traffic than their competitors who don’t blog.
Companies should focus more on their corporate blog management tactics to get more readers and improve their results.
Table of Contents
What is a Blog for a Company?
A corporate blog is a process of creating valuable content that addresses business updates, practices, and expert tips from a brand perspective. Businesses of different sizes use it for content marketing.
Sometimes, corporate blogs are written by business executives, SEO consultants, or content writers with some expertise in the business.
What are the Strategies To Help Build The Perfect Blog For Your Business?
Some top guidelines blogging for companies need to be addressed, especially when it comes to improving the engagement of your blog visitors. But I have narrowed down the important ones you should focus on as a business owner.
Below are some of the top guidelines for corporate blogs I’ve been using for some time now, and they worked. Check them out.
Establish a Content Goal for Your Corporate Blog
Before creating any product as a business owner, the first thing that comes to mind is the purpose of the products to your customers. In the case of a corporate blog, you have established a content goal from your product choice.
You can start by choosing a blog name and theme that suits your industry, but be confident enough to step out into a larger space. The content in your corporate blog should provide relevant information that will interest your consumers to patronize your business.
Once you have chosen a blog niche, create a set of guidelines for corporate blogging that you and your staff can easily follow. These corporate blog guidelines may include the topics you can create engaging content on. It should also contain when and how a written post should be published.
Choosing a clear goal for your corporate blog will make things easier for your users to know what they should expect from you. For example, your blog niche is based on Dogs, dogs’ toys, and suitable suppliers. You can easily create a blog on Dog.
This way, your potential audience has full knowledge of your blog, and any time they need dog products, they will quickly visit your blog to look for recent updates. The blog is simple for viewers to understand what they will find, but on second thought, it is a broad topic, and you can write on varieties of topics.
Choose a creative blogging team and process
Another guideline of corporate blogging is teamwork. This is where most business owners fail. They want to handle the entire management process, including the writeups for their corporate blogs.
Choose the best team of core bloggers to begin this online adventure. Try to make every team member comfortable sharing viable knowledge via blog posts. You can also choose to hire someone very good at writing quality content to boost your online presence.
Organize training for your bloggers on top guidelines blogging for companies and how to write editorial. This will give them the required knowledge on the type of writing and editing process for your business.
Some companies elect a chief editor to oversee the final blog post, while others prefer to train them all to publish directly. Figure out the level of comfort with your team. Make sure the editing and publishing process is appropriately implemented. It should be something that works well for the entire member of your team.
Humanize your corporate blog
The nature of a corporate website is static. Little to no changes are made periodically. But with the help of a corporate blog, you can show your personality.
This will help your customers establish communication and build trust in your business. With these guidelines for corporate blogging, all the communication barrier between brands and existing customers is removed.
The conversation is between people rather than between a brand and a customer. We can put it this way. Communication within a corporate blog is between a blogger and its audience.
With a clear understanding of guidelines for corporate blogging, it’s advisable to create a free atmosphere for your bloggers to express themselves. Do everything possible to encourage them with their writing styles.
This kind of corporate blog represents your company, compared to the monotonous tone being manufactured by business owners for the team.
For what purposes do companies use blogs to connect customers with the brand. Blogging has its informal nature, and this is the point where you have to be very careful. If you allow this informal nature in your corporate concept, you will be ahead of your competitors.
Avoid Marketing and PR
Suppose you can manage your corporate blog the right way. In that case, your blog will act as a repository of your business analysis and a medium for getting relevant feedback from your potential customers to fine-tune your business.
A corporate blog can generate business insights and expertise far better than any PR pitch you could post. Avoid selling your readers. There are ways to go about it, and your blog should not be part of it.
Join your blog conversation via post comment session. Use this medium to add value for your reader. All they genuinely desire is your opinion on relevant issues. In situations where you don’t have an opinion, you can interview professionals in your industry to seek their opinion.
Lululemon Athletica, a yoga-inspired athletic apparel company; they are known for the value they add to their community via their company blog post on relevant topics helpful to their followers. Some of their posts include the process of doing a handstand, exploring a new city, protecting the lower back, etc.
With this level of conversation, your blog readers will get the best knowledge of your company. Don’t always post-marketing articles. You will notice an increase in your sales analysis, something better than sales from the regular press release.
Welcome Criticism from readers
Most corporate blogs avoid opening their commenting session to everyone. No doubt, Criticism can cause serious harm to any business. But you have to consider the opportunity for improvement through relevant feedback.
There are other possible ways of dealing with negative feedback, so don’t close your corporate blog to opportunities. You can choose to moderate all comments that are published in your blog.
Outline your corporate blog policy
Be aware of getting various comments when your blog is open for feedback. It’s normal to receive complimentary, constructive, spam, and hateful comments. This is why you have to be prepared for the entire feedback process.
Start by creating a flexible but restrictive comment policy that your team will follow to ensure your blog comments align with your business objectives. Ensure the policy contains the types of comments that will be accepted and responded to; anything contrary will be deleted or passed to other departments for follow-up.
Promote your blog
Similar to other businesses, you need to get the word out of your corporate blog, e-mails, advertisements, and business cards.
Without promoting or building your target audience, blogging becomes more effective when you get behind the quality work you have done in your blog to promote it. Always remember the need to reach new customers while engaging the existing ones.
What are the Benefits of Blogging for Companies?
Company blogs are essential because they help boost businesses and their web presence. Business owners find it easy to locate their target audience with corporate blogging.
With these top guidelines blogging for companies, marketers can now get 13x more RIO than those who do their business with a blog.
The primary goal of blogs written for organizations is to share vital information with a target audience. The purpose of a corporate blog is too numerous to mention. Let’s take a look at a few of them below.
Corporate websites marketing results are boosted by SEO. Suppose you want potential customers to locate your business online. In that case, you need to hire a content strategist who can write SEO-optimized content on your corporate blog for search engine ranking.
SEO has become the watchword to almost all marketers because of its relevance to the success of the sales funnel. You will need the best professional blogs for people to trust you and learn from your business updates before they can proceed to make a purchase.
They want to know if you truly exist, and this is why you need a blog that is SEO optimized for your business.
For what purpose do companies use blogs? Blogging for companies drives engagement. Suppose your blog SEO has a healthy strategy with a strong brand presence. The next step is to engage your audience with your business blog posts.
The truth is, there is a whole lot to web marketing success than pulling website visitors. Trying to get attention from your potential audience is only half the challenge.
The other part is to keep the interest and compel them to purchase. 88% of every business online generates helpful content to drive engagement to beat other top competitors.
No doubt, content marketing is a serious competition that you have to fight to get your business ahead of your target audience.
You need to drive the required interest, build a solid brand, and top the challenge. Real success starts with your business goals.
You need to follow the top guidelines for blogging for companies like SEO, brand awareness, and lead generation. Even with all these, 100% success is still not guaranteed.
To enjoy the golden result as an online marketer or business owner, you need to lay the right strategy that will draw your audience’s attention and nurture their interest until they finally make a purchase.
Authority is a top goal in content marketing. It has to do with building a quality brand and credibility to show your potential audience that you can do better than your top competitors.
Many brands are fast rising and prefer to build authority through content, but it is more effective when pulling huge traffic.
At the early stage of your corporate blog, you are expected to publish resources that show your expertise in the industry. This will show how unique and eager you are to serve your customers with valuable content that attracts potential customers and keep them engaged.
Try to create content for lead generation. With the proper guidelines for corporate blogging, you will find it easy to nurture the interest of your blog audience for better sales opportunities and collect contact data.