A successful corporate blogging strategy needs planning and the right preparations. Once implemented correctly, the strategy not just helps you knock out your competitors but reap benefits for years to come.
Victory is inspiring and gives you the authority you need to promote yourself like never before. At the same time, it is also important to analyze and learn from your own success so that you can recreate it over and over again.
But before embarking on the blogging journey, it’s important to familiarize yourself with the benefits of blogging for online businesses. You should also check whether your business or industry is well suited for blogging. Corporate blogging serves multiple purposes — awareness, branding, generating leads, marketing — many organizations use blogs for non-marketing related business goals like communication or interaction.
Hence, it becomes important to map your content needs, business goals, and preferences before you start a blog for your business.
Let’s dig deeper into what makes corporate blogging different from other blogging and what are the elements of a successful corporate blog.
Blogging for Businesses Requires Preparation
Blogging can be an extremely effective marketing strategy, but it requires good preparations. If you have not put the proper processes in place, and you haven’t aligned your needs with the desired outcomes, then your blogging efforts might go in vain.
Several steps are needed for the success of corporate blogs like:
- Identifying the target audiences, buyer personas, and other stakeholders
- Outlining the desired outcomes and defining the KPIs
- Laying an effective strategy for creating and repurposing content
- Aligning needs with the desired outcome
- Analyzing the metrics and data to continuously test and improve
- Applying content best practices for enhancing reader experience with effective storytelling
Optimize Your Content to Rank Higher on Search Engines
How to rank higher on search engines? What resources are needed to do so? How often should you write blog posts? What topics and keywords you should focus on? The answers to these questions lie in your overall digital marketing strategy.
The difference between the content of a post on the first page of Google from the one on the second page is not quite much; but, we know that 75% of users never click on the second search page. Therefore, it pays to do as much diligence as you can with the content for your business blog. Quality is always better than quantity.
“Narrow it down as much as you can. Don’t create low quality and no value-add pages. It’s just not worth it because one thing is that we don’t necessarily want to index those pages.” ~ Gary Illyes.
Use Your Creativity
Creativity not just means an ability to write more creatively, but to also see things from different perspectives.
Creativity takes ‘boring’ out of your content. It turns even complex, technical texts into fascinating pieces of writing.
A story engages us, they are much better suited than, for example, statistics or numbers to communicate a message. Even campaigns focusing on poverty and hunger need a specific story to emotionally involve people with the cause. With stories, it becomes easier for people to empathize with the characters and thus care.
Use your creativity or brainstorm to find a story that fits. Then you can adjust the story so that it contains the moments that work best for the situation. This can take some time, but it often makes the difference between good and exceptionally good content.
Stories can also be told through visual communication. Images are a very effective tool for conveying a message. When writing texts on the Internet today, it is almost mandatory to have a picture.
Write in a Simple Language
There are several disadvantages of using heavy language or jargon, especially when the goal is to market your service or product.
First of all, when you use complex language, you unwillingly exclude a large segment of your audience from understanding your message.
Secondly, complex language is difficult to read and turns readers impatient, as a result of which, your bounce rate might increase.
People are too impatient when it comes to browsing. Our aim should be to grab their attention and keep them engaged through the end of the blog page with information that is interesting and easy to understand.
And do so in the first two lines.
The main function of an introduction is to answer the reader’s question: Why should I read this? Therefore, the introduction is one of the most difficult to write. The title has much of the same function and is even more difficult.
For the introduction, there is no quick recipe on how to capture attention. It really depends on the industry you are writing for and the target audience you are addressing. Whatever you do, just try to add your creative flair to the first few lines of your blog by either telling a story, portraying something, a fact or a joke and other possibilities.
Explain the Problem and Why it Matters.
If we forget to present the reason why a customer needs the product, there is a danger that he/she might not see the value in the solution you have to sell.
A good marketer must anticipate the need of the customer before they actually know it themselves. In cases where the customer is unsure or does not know, why the product is needed, it becomes all the more important to effectively disseminate your concept to them. Creative marketing, therefore in many cases starts with making customers aware of their problems and needs.
Solve the Problem
Your blog content should take your readers on a journey; a journey that starts with a question or restlessness and ends on how that issue can be resolved.
Nowadays, content writers strategically put multiple links and CTAs (call to action) throughout a blog post to not miss any chance of engaging and attracting their readers.
But make sure your solution comes naturally to your text so that the readers don’t feel that the solution (or your product or service) is forced upon them.
Focus on the Reader
You are most interested in yourself, everyone is. By showing that your focus is on helping your readers, you try to make a connection with them. This can happen consciously or unconsciously.
Unless you are a celebrity, it is best to focus on the needs of your readers when writing. It also means that you should mainly use “you” when addressing customers. This gives readers the feeling that you care about their needs.
Honesty lasts the longest.
A good rule of thumb is to never underestimate your readers. Your readers are as smart as you, and take an active part in solving your customers’ problems.
Be especially honest about your services and products. If there are any weaknesses you should talk about them. It does not help to stick your head in the sand and hope that the customer does not notice the shortcoming.
Be absolutely sure that your readers will discover all the problems and weaknesses with your services. The best tactic is to put all the cards on the table. This helps build your trust and confidence in your readers.
Play on Emotions
That’s easier said than done, especially when it comes to creative marketing. The use of visual communication such as images and film makes it easier to express emotions, but writing texts to engage readers emotionally can be challenging.
The first thing to do is to find out what the purpose of the text is. It can be getting likes, comments, or sharing the article on social media. In many cases, it is lead generation and conversion.
Once you have identified the goal, the next step is to figure out what feeling you need to provoke in the customers in order for them to take the action you want. Then you need to formulate words, sentences, pictures, and stories that evoke this feeling.
A very effective strategy is to let the readers come to the conclusion you want them to reach. Nobody likes it when their bounce rate goes high. There is a greater chance that the reader will perform the action you want if you write texts that allow them to draw their own conclusions.
To take advantage of this strategy, you can provide documented and factual information. But facts and too much of them make the text dry, hence, you should seamlessly merge them with engaging stories. Those who succeed in this will find readers drawing the right conclusions, which in turn increases conversion to sales.
Remember that you do not always have to create something new — Recycle old ideas! Do a little change.
You can even take inspiration from other stories and put them into a new context, in relation to the product you want to market.
There are almost unlimited ways in which plots, themes, and stories can be put together.
A corporate blog is an excellent way to engage with your audience and display your expertise. But a blog is not a traditional marketing tool. Hence, many organizations still make mistakes when their traditional marketing skills don’t suit this medium. The secret to success in corporate blogging lies in being personal, transparent, and honest. This personal dimension allows you to have a deeper emotional engagement with your audience which later contributes towards establishing trust, credibility, and loyalty.