There’s no better way to spread a continuous message about who you are and what you do than with a dedicated corporate blog and blogging plan. In order to get started though, you need to know these corporate blogging tips.
To make sure that your audience knows about who you are and what you do you can’t beat a corporate blog. Social media is a great tool for snappy messages and promotion but tweets do not provide much depth on a subject. In order for a press release to be successful and impactful they should be used sparingly. Sending out too many is just a quick way of ensuring that journalists get sick of hearing your voice on the other end of the phone.
A well-maintained corporate blog however, can keep your customers/clients and interested parties informed at all times, as well as giving you a chance to show the world what you’re all about and just how much you know your stuff. It is also vital to nail down the the content and format before you start to write a corporate blog,
Here are just a few corporate blogging tips (framed as questions you might well ask) to help you create a successful corporate blog:
What subjects should my blog cover?
In order to answer this question then you need to ask yourself two more; what have customers shown an interest in,, and what should they know more about? Your corporate blog cannot just be a way to boost your organic SEO, otherwise people will simply stop reading it and you’ll miss out on a valuable audience. At the very least, your blog should offer a glimpse into your values, why you’re the best at what you do, and what exciting developments you have on the horizon. You may want to consider commenting on news and current affairs, but a reactive element gives you less leeway when it comes to creating a schedule.
What should the tone of my corporate blog be?
One of the most important corporate blogging tips is that the tone of your corporate blog really, REALLY needs to match the brand values and identity that you’ve already established elsewhere. If you’re a quirky small business then any blog posts should reflect that affable personality, but a similar approach will stand out like a red, swollen, throbbing thumb on the blog section of a large corporate concern. Don’t be afraid to be fun or serious, just commit to a tone and be sure there are no words or phrases in your blog that will distract the reader by striking the wrong tone.
Who should be the author of the blog?
This is often going to depend on the individual brand and what sort of audience you’re hoping to reach. For most service providers, an anonymous author is likely to be the best option, creating as it does a voice that belongs to the brand. Some companies however, especially those who work B2B, like to have a more visible face, often the CEO or other executive. Having a figurehead can work well for certain types of content, especially if you’re blogging about recent events and voicing an opinion on the company’s behalf. You may need to take extra care in these instances that you match a public figure’s tone of voice, but more often it’s more a case of using the relevant pronouns.
How long should corporate blog posts be?
Put simply, a corporate blog post has to be long enough to get the job done. No sniggering at the back, please. The slightly more accurate answer though is that you should probably aim for at least 300 words. Not only is it a decent amount of space to make any points you want cover, but it also ensure that the blog appears as something worth reading and devoting attention too. It’ll also allow you to use some good key words for your SEO without being jarringly obvious about it.
Obviously there’s more than these few corporate blogging tips to consider, like should you hire a professional copywriter to take care of things (you should) and how often you post, but these can be pretty unique to each business. It’s also worth checking out what other companies do with their blogs, and you can start with this Mashable list of 15 excellent corporate blogs.
If you’d like to talk further about corporate blogging tips, or how blogging can help your business to get its messages across, then use the contact form below and say hi!