Should your company have a blog?
As a blogger myself, I'm often asked why company blogs exist. It's a valid question. As video content is taking over and attention spans shrink, you might think that the written word is less and less important.
Far from it.
What is the purpose of a company blog?
First, a company blog can often get you more clients than a snappy Instagram reel. Search Engine Optimisation (SEO) drives 1000% more traffic than organic social media.
Even better, if you're using the right keywords, you'll attract precisely those people who can benefit from your product or service. On Instagram, people just scroll through content, often with no intent. They might like or save your posts, but you can't know if that's because they want your product or want to copy your reel idea.
But if you and I need something, we're much more likely to type a question into the Google search box. 49% of shoppers say they use Google to search for or discover a new product. That's your chance! If your company website contains well-written, informative and engaging company blog posts, your clients will find and read them.
An example:
Louise has read an article online about the harm fast fashion can cause. She types "how can I shop consciously" into Google search. If a brand now has a great article about that topic (the right keywords included), she'll get directed to their website. From there, it's only a click to their products. She now knows the brand, can sign up for their newsletter or even buy an item right away.
Company blogs typically provide three kinds of value
A corporate blog can boost traffic to your business site and improve your search engine rankings. Writing a corporate blog can also help clients see your human side. A corporate blog allows you to show off your personality and expertise by providing valuable information, answering questions, and providing tips and expert advice.
Start by thinking of this as a journal for your company. It's a place to share the latest news, ideas, accomplishments, and even problems at your organisation. That could be anything from your sustainability efforts to introducing new employees. It's also your chance to humanise your business. People enjoy knowing the people behind the brands they love, so use the blog to showcase what makes your company unique.
Make sure that the focus is always on the customer, not on you. A glowing blog post about your company's latest award isn't relevant to your customers. Why you got it and how that improves your business is. Did you win a prize for a successful campaign? Write more about the problem you solved for the customer than about the amazing things you did.
Your blog is an opportunity to share with others what your company does. That's especially true if you work in an industry that isn't especially sexy. Logistics and supply chain management aren't topics that sound fascinating, but when you connect them with your customers' daily lives, your business becomes much more relatable. Why not write about "How your milk gets from the farm to your table"?
Use the company blog as a window into your brand and as a place that gives your customers value. That also gives you the chance to develop relationships with other business owners and stakeholders. It's important always to ask yourself how you can provide value to your customers on their level, not yours.
The Cons of starting a company blog
Yes, there are also disadvantages to having a blog. If your articles are dull, sloppily written or out of date, that will reflect poorly on your company. It's the equivalent of having a dirty shopfront with a broken light dangling over the company name. Before starting your company blog, make sure you have a long-term content plan and edit all blog posts about once every six months. That way, you'll eliminate broken links and outdated information.
Tips for creating an effective blog
Focus on topics your ideal customers enjoy
It's wonderful that you love cooking and made a special curry last week, but unless you're a food blogger, don't write about it on your blog. Every blog post should be part of your overall content strategy and support your brand.
2. Keep it personal
Wait, didn't I just write you can't share your cooking skills? There's a fine line between too personal and generic, and a good blog article can tread lightly on it. You don't want to sound like everyone else; otherwise, why should a client choose you? That's where the power of storytelling comes in.
We all love a good story, so if you write about something personal, make your ideal client the hero of it. Describing your company's struggles and how you overcame them makes you more relatable and trustworthy in your customer's eyes.
3. Don't forget the right keywords and SEO
So many corporate blogs could be more effective if companies would use the data available to them. If you're a small company, use website providers like Squarespace to access your website data right away. Check which blog articles are read the most and base your content strategy on that data to make your blog more effective.
Make sure to do your research beforehand and have a list with short-and long-tail keywords relevant to your customer. Then, use these in your blog post. That will help you to rank higher on Google search results.
Most people don't think about building their own business blog. You could easily run a blog that provides general information on your company and makes some sales offerings. Still, that wouldn't be very useful to readers who already know you from your other online mediums. A properly configured company blog can help you attract new leads, retain existing clients, and even encourage brand loyalty among your current customers.
Don't you think that's worth the effort?
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