The publication of useful content is crucial for any marketer who wants to expand the audience of the site and increase business revenue. A corporate blog is considered to be one of the best delivery channels for valuable content.
According to surveys conducted in the USA, the rate on a blog in marketing contributes to a multiple increase in ROI. B2B companies that have launched a corporate blog generate 67% more leads than slow competitors who ignore blogging.
This is the harsh statistics of modern business, which requires keeping pace with the times.
But it’s difficult to launch a successful blog. Too often companies are trying to start a similar project without a pre-worked out promotion strategy – and without success.
According to IBM, 77% of US companies have a corporate blog, but 85% of these projects serve a modest staff of up to five employees! Sad numbers.
10 tips for creating a successful corporate blog:
1. Know your audience
Before you post anything, clearly identify the target audience. Ask yourself: who is reading my blog? What are their needs? Why are they interested in our content? Find the pain points, the motivation of your Central Asia, learn to speak it with your tongue.
2. Rewrite, rewrite and rewrite again
Generating unique content for the same tattered topics can not last forever. Month after month, year after year, thousands of SEO-copywriters paint the same things, sometimes from different angles. Decision? The secret of filling a blog with new content sometimes overlaps with a rewrite. A qualitative rewrite and “re-profiling” of ready-made content.
Of course, pay special attention to your own, author’s content. Each document, e-book, report, slide show and webinar that you publish can be divided into many separate posts for the corporate blog.
3. Contact the experts
Another great way to entice the target audience is to invite reputable experts from your industry. If the leaders of thought are at least once a month on a voluntary basis or for a reward to appear in the podcast – traffic growth is ensured.
Giving each expert one post a month, a year later the corporate blog of the company shines with a whole archive of actual materials for clients.
4. Plan your publications
The content plan for a corporate blog is an urgent need. Even if the pace of publication is only 2-3 posts per month, the time of their appearance and the subject should be clearly regulated. The content plan is your commitment and discipline, as well as a way to keep subscribers.
5. Remember SEO
You do not have to invent anything tricky in trying to fool the search engines (this can have unpleasant consequences), just use the basic principles of SEO.
Refer to the relevant content and sources where necessary. Enter targeted search terms in headings and descriptions. Publish images and infographics. Just write quality and content for people – and Google will reward you.
6. Publish the summary
Among your readers there may be people with acute shortage of time. They are your potential customers, they are interested in the subject of the blog, but there is no way to reread a multi-page novel or an article-novel from New Yorker.
So, let’s get down to business. Tell the reader in the first paragraph what to expect from today’s publication, and what questions should she answer. This will save people time and significantly increase the loyalty of the audience. Respect the time of your customers!
7. Use a call to action
At the end of the posts, do not forget to use a call to action that distinguishes an amateur blog from a real conversion machine. Link to closed content that opens when you navigate a particular topic.
8. Guest blogging
Many corporate sites use so-called guest blogging – a powerful tool for blog promotion. To do this, it is sufficient to invite other authors to contribute to your project with mutual benefit for the parties.
Guest blogging is a win-win game for both you and the author. You get valuable content and traffic, and your guest expands the impact on a new audience.
9. Place images
The publication of images is no longer a luxury. Polls show that posts with images attract almost 94% more views than similar content without visual elements. About 60% of users admit that they trust such publications more than boring and dry text.
10. Draw your conclusions
The blogger should analyze what techniques work for his target audience, and which simply spend time and money. To do this, follow the life and interests of the target audience, track unique views, bounce rates, conversions and other objective indicators of user interest. Experience is the surest way to success.
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