Your corporate blog can be a valuable tool in bringing in more sales for your business, as long as you’re committed to working on it over a sustained period and you know what you want it to achieve.
Success might mean bringing in lots of traffic, bringing in very targeted traffic that generates leads, improving your search engine ranking or establishing yourself as a thought leader in your industry.
I do my best to keep this blog updated regularly, although it often takes a backseat to working on client blogs and Voz Media’s football blog Off The Post.
Based on my experience of working on this and other business blogs, here are some pointers I’ve found help a blog to meet its aims and become successful.
Write about the things that matter to your business
Your business is probably operating in a niche. For instance, this my business is a copywriting agency, so my blog posts tend to be about writing.
Whatever it is your business does, your blog should focus on that.
Provide content that your readers will care about
If you’re expecting people to commit to reading your blog posts, you’ve got to make it worth their while.
I’m making the assumption that you have or are considering starting a corporate blog, so this blog post revolves around tips that I think will help you to do that. If you have a better idea of how to run your blog when you’ve finished reading, then hopefully reading this post has been of some value to you.
You need to do the same for your business, so…
Think about what your customers want to know
What are the 10 questions you’re most commonly asked by potential customers? Make a list of those and you’ll probably find you’ve got a list of 10 potential blog post titles.
You know from experience that the answers to those questions are valuable to your customers, so a blog post that covers any of those topics is likely to make for interesting reading.
Use your social network
Social media sites are a great way to bring more people to your blog. It’s important to promote anything you’ve written via your social network accounts.
If you’ve already built up a social media following, you can assume that those people will be interested in your blog posts and might even share them with their own networks.
If you’re a bit behind the social media curve, regular links to well-written, interesting blog posts will help to attract a following.
Show you’re an expert
I don’t mean to the extent that you’re boasting, but the subject matter you cover and the information your provide in your blog posts can demonstrate your expertise in the area.
Your blog might reassure potential customers that you’re the person they want to work with, or even result in you being considered a trusted voice in your industry.
Write for other people’s blogs
Offer to write guest blog posts for websites that you think will be read by potential customers (excluding your competitors’ websites, of course).
This is a great way to draw attention to your own blog and demonstrate your expertise to a wide audience.
Finish with a call-to-action
At the end of the blog post, tell your reader what they need to do next.
Should they be leaving a comment with their views on the subject matter? Perhaps your want them to sign-up to your mailing list to receive future blog posts by email. Or maybe they need to contact you right away.