First let’s answer an important question: what is a corporate blog, and why does it matter for your business?
Corporate Blog Definition
A corporate blog is essentially a blog (discussions or informational-type articles posted on a website) created by a business for the purpose of educating clients, other industry professionals, or describing products or services in more detail. This can also include:
- Sharing new ideas for product use
- Explaining the advantages of a service for a particular niche in your industry
- & more…
Really, this blog can be whatever you want it to be, based on what you think your target audience would find the most value in.
If your corporation has a number of employees, a section of the blog can be dedicated to these people for purposes such as:
- Strengthening your brand name and values
- Achieving internal goals
- Creating a better team atmosphere
Encourage comments, questions, suggestions, and transparency with problems to improve the business as a whole.
Why It Matters For Your Business
The main purpose for having and maintaining an active blog is to provide additional value to your target audience. Ideally then, this:
- Creates more trust between you and potential clients
- Builds a stronger level of customer loyalty
- Positions your brand as an industry authority or expert
- Gives your company a voice that humanizes communication, allowing you to be more in touch with your customers (especially for large businesses).
How to Improve Your SEO
To improve your website’s SEO (search engine optimization) / ranking on search engines, Google likes content. This includes written articles as well as photos and videos, amongst other possible formats. Really anything that you can provide that will give additional value (for free) is great to add to your website and share across social media, forums, other relevant websites, etc. Doing this on a regular basis (consistently) will give your website and brand name more credence in the robotic eyes of search engines, and you will begin to rank on search pages higher, and for more search terms.
When writing a blog, it’s good to have a photo every 350 words or so, to break it up and increase the attention spans of readers. Aim for 350 words at least, and if this isn’t possible, don’t go less than 250 unless of course adding to whatever you’ve written would be fluff or worthless (remember: quality, quality, quality). Conduct keyword research using tools like Google Keyword Planner and SEMRush on the particular topic you’re writing about, to incorporate specific phrases that are searched frequently by your target audience.
Some people like to think of their website as a “once and done” sort of project, but unfortunately it’s not that easy. The website is often the first impression a potential customer has of your brand. It’s like a store which requires:
- “Cleaning”: security checks, software improvements, similar to cleaning a store
- Style updates
- Additions (and subtractions)
- Perks: free content or coupons, perhaps the equivalent to sales or complimentary coffee in a store / office
Some industries, especially B2B, are more difficult to write about, especially in a casual manor. If this is the case for your business, first research your competitors to see what they’re doing for content, and maybe you’ll need to work with your engineers to create some technical guides that would require a customer to give their email and other details to receive it. Or maybe your business would benefit from doing a video blog, and go behind the scenes to show customers something they would find impressive (especially if it’s something unique to your business).
The possibilities are really endless and up to your imagination. And if your imagination isn’t working too well, send a survey out to your customers and straight up ask them what kind of content they would find helpful. Maybe self-help guides or repair how-to videos?