Who Really Needs A Company Blog?
The average company blog reminds me of an abandoned garden. There are a few sad, ungerminated seeds lying dormant in rich soil, and the gardener is nowhere to be seen. If you were a fifteenth-century English peasant, it would feed your family. In the twenty-first century, your company blog feeds your marketing department. Who feeds your sales department. Which closes a lot of deals because they've got warm, rich leads that started with the interest you generated with your company blog. If yours is overgrown and a theme park for field mice and a few anorexic-looking slugs, you're not feeding anyone.
"I know a blog is important," you're saying, "but no one here has time to write interesting, valuable content on a regular basis!"
Of course not. The marketing department has to market. The salespeople have to sell. And your job is to run the business. And let's face it, for a company blog you need someone who can write well, and without as much effort as it would take the rest of you.
A regularly-updated company blog alerts Google that your website is current. Blog posts with properly-seeded keywords will bring brand-new eyeballs to your site. Keep in mind the keywords serve the content, not the other way around. If the content is consistently interesting, those eyeballs will keep coming back. Hopefully, they either have an interest in your product or service, or might some day, especially if you educate them with regular content with a light to near-nonexistent marketing touch. A call to action at the end, say to enter their email address for blog update notification messages, or to download a free e-book, case study or white paper, will enlighten you as to who your mystery readers are, and suggest why they might be rooting around in your garden.
The key elements of a successful company blog are:
- Interesting, informative, educational, well-written content aligned with your marketing strategy but without a heavy promotional message
- Regular updates with a few keywords properly seeded throughout (too many and Google will penalize you in their rankings)
- Links to internal pages on your own website, but only if truly relevant. It's okay to link to other website content too, if it's valuable and relevant or documents what you're saying on your blog
- A call to action
- And of course, your website should already be pretty awesome so they'll stick around for awhile and read about how great your company is!
Don't think you don't have a steady stream of interesting, informative stories to tell. The 'rich soil' in your abandoned garden--er, I mean company blog--are all those untold stories, your successes, your business lessons, your industry, the unrecognized utility of your products and services, your insights, your vision, and yes, even how world-changing and galaxy-shaking your upgraded app or new titanium ocular Big Data widget's going to be. (Bluntly promotional blog posts are much better received when they spring from company blogs rich with lush, nutritious content.)
A good company blog draws new inbound leads like rabbits to a lettuce patch. It's often the gateway to the rest of your website.
Ignoring it is just letting all that great content rot.
Nicole Chardenet is a freelance writer, blogger and sales development rep who wants to bring your dead corporate blog back to life. But not in a scary zombie way! With plain English, straight-shooting content and a light humorous touch. And regular updates. What's the date on your last company blog post? If Seinfeld was still a household name, contact Nicole at firstname.lastname@example.org.