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Blogging

3 Big Corporate Blogging Mistakes

January 23, 2018 by K-Kom

Corporate blogging used to be far simpler than it was a few years ago. Posting a few tips or advice related to your niche was generally enough to increase traffic to your product or service website. Now it’s a lot more competitive.

To produce quality content, it’s often best to have a real understanding of the industry you’re writing about. Having that inside look is important for creating a unique edge and standing above the crowd of casual writers.

Corporate Blogging What Not to Do

Ignore SEO & Updates

Google is constantly making subtle and not-so-subtle changes to what they deem worthy of first page results vs what belongs somewhere in the ether. One mistake some businesses make when writing a blog, is wasting all that great content on another website, its own website, or a subdomain.

If that content isn’t on the main business website under its own link, it won’t get the same ranking credit as if were. Google will not associate the blog with your business as well or as easily if it’s not directly on your main website.

YES mybusiness.com/blog   NO blog.mybusiness.com | randomwebsiteforblog.com

No Content / Keyword Strategy

As discussed in the previous corporate blogging K-Komcorporate blogging post, having a keyword strategy is vital, not only for choosing pertinent topics to write about, but for knowing exactly what phrases people are searching online to include in the blog (and they may surprise you).

Letting Old Content Expire

Some old content, such as news related articles, will expire and that will be it. There are some that will remain relevant however, such as how-to articles and informational topics. Edit these once in awhile with industry changes, new key phrases, and any new details.

Failure to Promote

If you’re producing quality, share-worthy content, no one will find it for months unless you promote it.

Social Media – free and paid

Use social media to your advantage. Build communities on the major channels and post your content regularly. This is free, but there are also fantastic paid options.

Paid social ads are great for any business to utilize for consistent branding, increased sales, and sharing your products/services with new audiences with very specific targeting tools.

Email

Collecting website visitor’s email addresses is a popular strategy for building a list of relevant potential leads.

  • Do a guest blog once in awhile. This isn’t as popular as it once was, but there is still an opportunity to get in front of a large audience, or at least more people, if you build relationships with the right influencers.

Writing Irrelevant or Uninteresting Posts

People are not just going to automatically start reading the blog you spend hours and hours slaving over just because. This needs to be relevant to what they’re looking for, or at the very least, interesting.

Google also looks at how long your content is. BUT don’t write a bunch of filler. Make it long, make it valuable and make it accurate. Based on a study done with content ranking on Google, if you’re going to write something considered long-form, push for the 2,000 word barrier. Give your readers a really valuable article, and you’ll be much more likely to gain backlinks, which is a big factor in search ranking as well.

Remember one thing: content is a long term strategy – don’t give up too soon. Build your audience in the first year, by year two you should have a steady stream of traffic, and then by year three you should be generating business and quality leads.

If you’d like a professional marketing agency to save you time by handling your corporate blog, contact K-Kom and see what we can offer your business.

Filed Under: Blog, Google, Marketing in a Digital World, SEO Tagged With: Blogging, Blogging Mistakes

Corporate Blogging Best Practices Part 2

January 16, 2018 by K-Kom

In our previous post we started with developing personas for your blog audience, planning out content, and ways to do research that would help to round out your corporate blog strategy. Let’s continue the list into a few more areas which are also very important to ensure your blog is worth the time being put into it!

Corporate Blogging Best Practices

Answering Questions

In a B2B environment, often the purpose of blogs will be to answer questions. Broad questions, specific questions, frequently asked questions, etc. So where can you collect these?

  • Start with FAQs that have potential to be expanded with as many relevant details as possible. If you haven’t collected a list of these, think out of memory, and then go to your competitor’s websites and collect some from there.
  • Another way is to go into your Google Analytics account, browse through search queries people used to find your site, and use those that are already phrased as questions, or those that could be turned into questions. This is a great option since you’re collecting data right from your key audience.
  • Another option, if this is available to you, is to ask your clients directly what they would like to know more about, or what information would be helpful when purchasing your product/service, or after purchase.
  • Go to social media and industry forums and see what people are discussing. Feel free to chime in with answers if you can link it back to your business in a helpful way. Might as well build the brand while collecting keywords! Platforms to search on a regular basis: Twitter, Facebook groups, LinkedIn, Quora, Reddit.

Have a Consistent Voice

Building a brand requires consistency with action and consistency with voice. If a very clear message isn’t portrayed to your customers, you risk confusing them or worse, turning them away to your competitors. What your company stands for and what you sound like should be fluid with your products/services, and be unique while also making sense for your industry. If your audience is tech savvy, speak the tech language. If they expect a professional tone, deliver it.

Keep Old-But-Still-Relevant Content Updated

If you have some content that will be relevant for a few years or months, something that is more factual or how-to in nature (in comparison to a short-lived news topic), keep an eye on it and update it as industry trends and technology change.

Add new elements, including sub-topics, original photos, and if necessary revise the title.

Be Genuine

People know when you’re faking it and when you’re actually interested and excited about what you’re presenting. Bringing passion and feeling into your content, whatever it may be, is the crucial element in getting people to react and want to convert vs. thinking “so what?” and moving on.

How can you do this?

Highlight the whys behind the company mission. What is the big-picture reason for doing what you do? How are you making your little part of the world better? How are employees contributing, and how do they feel about it? Let them write or share their stories.

If you can’t think of anything, maybe now is the perfect time to start a community project and dedicate a portion of the blog or your YouTube channel to it.

Follow these steps, and the steps from the first corporate blog post, and you’ll be on your way to more loyal customers and better rankings in Google search results.

Short on time?

If you’re not ready to cut out the time it will take to maintain content on a consistent basis, talk to K-Kom about blog management. We’re here to offer our content services and help you grow your business!

Filed Under: Blog Tagged With: Blogging

Corporate Blogging Best Practices: Part 1

January 9, 2018 by K-Kom

What is a corporate blog?

Simply, this is a blog written and used by a business or organization to further its goals such as increasing sales and customer loyalty. According to a survey, websites that provide an active blog have 55% more traffic coming to their site.

But you can’t write just any old thing and expect people to come read it. The info you provide must be relevant to your industry, relevant to the people you want to reach, and useful (or entertaining depending on what you’re doing).

Corporate Blog Strategy

Here are the first 4 steps you can take to start a good corporate blog strategy that will be effective and worth your time.

Develop Personas

First thing’s first – who are you trying to appeal to? This comes down to who is buying from you. How could you enhance their experience to the point that they become a loyal customer, and where you win over the fence huggers?

corporate blog strategy

Write characteristics of these personas down, and be specific. The better you can visualize your ideal customer, the better you can write to them and figure out what is really valuable to them.

  • Industry
  • Job position
  • Goals
  • Challenges, problems
  • Demographics
  • Location
    • Geographic
    • Online

The online location is very important. It’s a good idea to find some of these people online and see what they talk about, especially as it pertains to your business. What questions do they ask, what problems do they complain about? Are they on specific social media channels, industry forums, do they write blogs or comment on influencer blogs?

The point here is to develop relationships. It’s much easier to develop a real, trusting relationship when you know who you’re talking to right?

Create a Content Plan

content strategy K-Kom

It’s far better to start with the end in mind, or at least with a few months from now in mind. Throw all your initial thoughts and ideas into a spreadsheet, and start thinking about them and expanding into specific topics. Choose a few broad topics and narrow down each blog from there. Create a few series for things that require more explanation, and no need to be brief! Google ranks longer, quality content higher, just don’t start adding fluff. Search Google for a free template for an “editorial calendar” to help you get started.

Do Your Research

Writing things that people will find, and also find useful is obviously very important. So this is where you can start:

  • Keyword research: there are lots of tools and strategies out there for doing this. Start by searching on Google for the most common phrase you think people use to find your type of product or service. Scroll to the bottom of the page and look at the “suggested searches” and take note, especially phrases that would be perfect as blog topics by themselves. For example, the phrase “what is a corporate blog” is a word that is searched about 90 times per month across the US. That topic relates to the various topics covered in this blog, as well as a few other less-searched words such as “top corporate blog” (20 searches per month).
  • Competitor content: what are your competitors writing about, and what topics have been popular vs not so popular? Save time and learn from their mistakes.
  • Real data: have there been surveys or statistics calculated for your industry that are share-worthy? If possible, conduct your own research on something that hasn’t been covered properly, or not as well as you could do it.
  • Talk to the people: ask your customers outright what they want to know. Use frequently asked questions and expand them into full blogs if possible.

Top Successful Corporate Blogs

Here are a few great corporate blog examples you could potentially model yours off of.

  • Facebook – From corporate news, to questions like “is social media bad for us?”.
  • Signal vs Noise – Basecamp leaders write about design, business, and tech. B2B.
  • Mint Life – Financial planning.

If you would like someone to handle your blog management, K-Kom is here to offer our content services and help you grow your business!

Filed Under: Blog Tagged With: Blogging

How to Improve SEO With a Blog

December 12, 2017 by K-Kom

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:How to Improve SEO With a Blog

  • 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
  • etc.

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?

Obviously blog management can take up as much time as you want it to, and not everyone has tons of free time every week. If you and your employees would rather focus on what you need to get done for the business, contact K-Kom today and see what we can do for your corporate blog and content strategy.

How to Improve SEO With a Blog

Filed Under: Blog, Branding, SEO Tagged With: Blogging, SEO

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