You still don’t have a blog in your company? This should be a fundamental tool in your marketing strategy and an essential element in your corporate website for many reasons. Not everything is qualified when it comes to complete it in terms of content and not everyone is suitable when it comes to writing it, are you aware of the importance of professionalizing your corporate blog?
First of all, it is worth remembering the difference between the News section and the Blog section of your company’s website. The line that separates the two can be blurred and there are companies that either name this web section in one way or another, and there are few companies that have both sections in the menu of the corporate site. Whatever your case is, having a corporate blog should be a priority and it is never too late to start.
There are no big differences between having a Blog and having a News section. The difference between the two will be, of course, the type of content we publish in it. If we name this space as News, the reader or user of your website can understand that here he will only find corporate news, that is to say, information related to the day to day of your company or your sector.
The name Blog could be the most accurate since it acts as a kind of disaster drawer where all content fits, clearly betting on two key aspects: SEO and brand image. Do not underestimate the value of feeding your blog continuously, and of course not everything goes smoothly when deciding who writes this content: on the other side there must be a professional with knowledge of writing, style, positioning and versatile positioning that can deal with any topic in a resolute and correct way.
Which content to write in a corporate blog
There are many options that can make from your blog a reference blog in your industry even the envy of your competitors. Before looking at what to write, it should be mentioned that it is crucial to have an editorial calendar in order to professionalize your blog and write your blog with some control, knowledge and sense.
An editorial calendar will help us to know what we are going to write, who is going to write the blogs, when it is going to be done, when it is going to be published, where we are going to insert the keywords and why we are writing this article and not others. Or in other words: the 5W´s of journalism applied to your blog.
News. One of the most recurrent options regarding the content of your blog is to write about the news that your company presents: new products, new tools, new services, etc., that you think is of interest to your reader, your potential customer.
Merely SEO articles. Another option that should be handled and why it is very important to customize your blog is to write articles merely SEO with the aim of positioning certain keywords or keywords. Surely you are familiar with articles like “10 things that…” and similar, because these would be a good example. Articles where beyond the content, the important thing is to apply the KW´s for which you are bidding on Google Adwords.
Promotions and discounts. If you have a more commercial business, you can use a blog to upload articles that talk about promotion and discounts. As you know these articles, and all other articles, must be shared on social networks and in email marketing campaigns in order to achieve the best results and like this change the blog visits into sales.
Staff incorporation. Improve the image of your blog by talking about additions to your company’s staff, promotions, organizational changes… you can’t even imagine how important proper names are for SEO!
Interviews. Related to the previous point, another type of blog content can be interviews, both with people from your team, as well as relevant professionals in your industry, distributors, customers or influencers. They will love to see themselves on your page and maybe they will share their interview on their social networks, helping to improve the leads and therefore the SEO of your website.
Congresses, fairs and events. Your blog can be a great tool to inform your potential clients about your brand or company’s attendance to important fairs, congresses, events, trainings, or if your own organization is going to carry out some coaching.
Industry news. A content that can be very interesting is to write news about your industry, valuable and professional information of great interest to your buyer persona or potential customer. And of course, there is nothing better than having a professional.
Highlight products or services. Another content for your corporate blog is to talk about and highlight a specific product or service that, for different reasons, you want to emphasize in order to give it a greater diffusion.
A profesional behind your blog
Wouldn’t you like to go to the doctor’s office to be attended by someone with no training in the field? Or when you have a light problem at home, would you not want someone who “knows something” about electricity but is not really a professional in the sector to come to your house? The same goes for your company blog: not everyone knows how to write. That´s why you will need a professional expert.
A journalist or editor will always give your blog that professional and quality point that you are looking for and need, remember that the image of your brand is at stake. Confirming the blog of your company in your employee of your organization will cause him or her to neglect their main function by taking care of the blog or that, not having time, they start the project of writing the corporate blog with enthusiasm but that little by little they neglect it or run out of ideas. And there is nothing worse for the image of your company than a blog forgotten and not updated as it should.
Hiring the external services of an editor for your blog is always the best option to work on SEO and your brand image through him. Establishing with this an editorial calendar where to apply the KWs and put on the table what topics are going to be discussed is a good way to professionalize this section in your company. Do not forget!
