A company blog is a must-have asset. And there are plenty of stats to support that statement.
Yet despite the hard evidence, there are still skeptics who have trouble justifying devoting time and money to it.
Their biggest problem with blogging?
That it doesn’t work or directly drive business.
To that, I (along with many other marketers) would simply say that they aren’t doing it right. Or giving it the time to mature.
There are plenty of reasons why people are completely devoted to certain blogs and couldn’t care less about others. And they all fall under three main categories: The content itself, distribution methods, and strategy.
Let’s dive a little deeper.
The Content Problem
One of the most common blogging issues brands face is learning how to shift the conversation away from their favorite topic: themselves. If you’re blogging about your products, services, and all of the wonderful things you’ve done and continue to do to make the world a better place, you’re already starting on the wrong foot.
Consumers today seek out brands that provide value to their lives, not the other way around—which means your blog must be totally and completely audience-focused. (If you want to talk about your company and all of its achievements, then start a separate company news blog.)
So what should you write about?
An understanding of your buyer persona will be key to determining your target audience’s needs/values/beliefs. Once you have this information, you should create content that reflects or satisfies their needs and questions. It can also entertain or educate them— just try to avoid straying too far from your industry. Content that’s completely irrelevant to your brand isn’t going to be effective.
At the same time, make sure every blog post is optimized for SEO. This will ensure the content you’re creating is actually discoverable by Google, which is how people will find your content when they enter a related search query.
The Distribution Problem
Sharing your content is almost (if not equally as) important as creating the content itself. Why spend hours crafting the perfect post that no one will ever see? Market your blog by distributing it through email, social media, and any necessary websites.
In addition to sharing content yourself, you want to make it easy for others to share it as well. Add social sharing buttons to every post so your blog has the opportunity to reach new audiences.
The Strategy Problem
At first glance, a blog looks like a simple tactic. But you’ll need a strategy if you want it to be successful.
From a design perspective, both the blog web page and the posts themselves should be optimized for success. Pay attention to layout, colors, and images. The more visually appealing your blog is, the more credible you’ll look and the more your audience will want to read what you have to say.
Which brings us to our next point. If your audience is hooked on your blog, you’ll need to supply them with a constant stream of content to keep them satiated. Writing consistently and frequently is essential to a successful blogging strategy—plus, it’ll help build your reputation and help you rank better on Google.
To help you get organized and sustain this kind of strategy, create an editorial calendar and get the right staff (whether internal or outsourced) to take the blogging reigns—it’s more work than you think, but it’s definitely worth it.