Over the last few years, I’ve been asked many times by clients about blogging. Blogging is nothing new, of course, but starting a corporate blog is a bit different than starting a personal one.
A corporate blog requires planning, writing guidelines, and, often, an approval process. It also requires some degree of skill and dedication. Can you write meaningful content that engages readers? Can you keep to a schedule and post content even when you are busy and have other priorities?
If you can keep up a blog, then you may be rewarded for your efforts. The most obvious benefit is increased awareness of your business and traffic to your web site, which could translate into increased sales or revenue.
Without getting too technical, having a blog and posting meaningful content gives you another way to draw users to your web site. In all likelihood, that user will read your content and never return. That’s part of the nature of blogging. However, if that user finds your blog in a web search and finds the content to be helpful, he may then visit your web site and, potentially, engage your services, buy your products, or refer a friend or colleague to your site.
Having a blog may even elevate the search ranking of your main web site. By cross-linking the main site and your blog, you can potentially build clout in search engine ranking algorithms, especially if your blog generates a lot of traffic.
Risks and Pitfalls
Before jumping in, you should also consider potential risks. What if an author writes something that makes the business look bad? What if a post incites negative comments? Negative feedback could turn away potential customers, degrade your credibility, or even drop your search ranking, but that doesn’t mean you should disable the commenting feature. Instead, you’ll have to determine the appropriate solution for your business.
You should also avoid a classic pitfall: the temptation to use your corporate blog as an extension of the sales department. Users typically stumble upon blog posts when looking for information and overselling your services may turn off users from returning or make them question the credibility of the content.
Tips for Success
In most cases, a corporate blog should provide expert information or advice about topics in the respective field, or provide customers an inside look at a business’ work environment or philosophies.
Don’t put that all on one person’s shoulders. Allowing multiple employees to contribute will lessen the load and will fill your blog with a variety of topics and opinions.
Keep a schedule. Your employees are busy and it may be difficult for them to contribute regularly. Set up a schedule that allows them to contribute as possible, based on workload.
Bringing It All Together
Ultimately, as a business owner or marketer you have to weigh the pros and cons to determine whether a corporate blog is right for you.
Keeping up a blog isn’t easy. You need to be dedicated and willing to write content, often. You also have to be prepared to accept the risks. But, done well, a blog can boost your business and your reputation in the field.