Corporate blogs are the result of demands from consumers for organizations to be more transparent with their customers. These act as a means of humanizing the corporate act which was once thought to be emotionless and cold. The reason why marketing pundits emphasize on a well-kept and relevant corporate blog is simple: it’s effective in increasing communication and awareness about brand image.
But there are some corporate blogging best practices that you need to follow before you can leverage this marketing tactic. Whether you’re running a B2B or B2C company, there are some rules to follow when it comes to corporate blogging:
1. Update Your Blog Frequently
Before a customer even reads your corporate blog, it’s likely that they’ll check the activity on it and whether or not you post often. Regular posts at consistent intervals will make a good impression on a visiting reader because it’ll let them know your brand is serious about what it does. Not having a consistent stream of blog posts will make your brand seem outdated and uninvolved in current trends, and no consumer takes the risk of trusting a detached company.
2. Stick To Business
While you may think it’s refreshing to be a little spontaneous or passionate through your writing, that’s not the case in a corporate blog. Writing about current and continuous business trends will help you generate more traffic and keep them interested as well. For this reason, hire skilled and professional writers, like in CopyCrafter to produce your content.
3. Focus on Quality and Quantity
We’ve already established that the content you post on a corporate blog should be relevant, but it’s also equally important that you make it engaging as well. Referring and linking to examples that your readers can check out is a good way to keep them hooked. Furthermore, remember not to write too much. Lengthy blog posts can turn readers away, especially if you’ve made the grave mistake of not leaving any spaces.
4. Diversify Content
Yes, there’s only a certain degree to which a corporate blog can be made diverse but what we mean here is the use of different business topics. First, there are basic business topics that you can talk about, such as the importance of social media marketing and so on. Secondly, there are current changes and their potential to bring about further effects that you can discuss. Recent developments in your industry are all related topics that you must cover right away so that your corporate blog is ahead of the rest.
5. Optimize Your Blog for Handheld Devices
Long gone is the era when you’d have to visit the local library to make a search, we have smartphones now. But is your corporation really leveraging the new change if your blog isn’t optimized to suit handheld devices, like smartphones or tablets? Studies show that around half of all searches originate from a smartphone, so if you haven’t made the change yet, do it now. To do so, you’ll have to invest a considerable amount into hiring developers and designers who can do the best job.
6. Stuffing Keywords
It’s true that corporate blogs boost your SEO, but stuffing keywords won’t improve your chances with your reigning search engine, Google, or with the reader. That’s because it’s equal to content that’s not engaging and doesn’t give all that good of a user experience. Keywords, when used properly, can do wonders because, surprise, they’re used in context.
7. Cut Back on Editing
Grammatical errors, irrelevant content and a fluctuating tone are all the factors that can destroy your brand image. Additionally, these are all consequences associated with cutting back on editing copies before authorizing them. You may think that readers won’t notice that the corporate blog is grammatically perfect, but these create a default brand image that your corporation cares about quality.
8. Use Complicated Language
A corporate blog is all about communicating with customers and spreading information while retaining a brandable aura. That doesn’t mean, however, that you post long research papers that are difficult to read. Remember to phrase your points in plain language and add multimedia, like infographics and videos, which drive up the level of engagement.
9. Turn it Into a Sales Pitch
Although a corporate blog is considered a good way that you can market your brand, the sales-y language will simply drive readers away. Even your most loyal customers won’t like reading your posts if they constantly praise your company’s products or services and try to make a sales pitch. There’s even a study to prove that even though readers trust content created by a corporation, selling your product means reducing your credibility.
10. Forget Your Target Audience
Your brand and its specific services are aimed towards a certain category of the population, and it’s crucial that you consider these people when producing content for a corporate blog. This depends highly upon whether you’re managing the corporate blog of a B2B or B2C company. The reason is that each type of target audience has a certain way that they want to be spoken to. Not paying attention to their needs and learning about what’s important to them means losing their attention.
Adhering to these dos and don’ts of corporate blogging can help you achieve the desired results and create a favorable impression on your readers.