Last day, while going through the website of a 3 year old consultancy firm, I was directed to their so called ‘Company Blog’. It was a complete mess – it was published on a (free) blogspot.com domain !
I left a mail to their marketing lead, pointing out this epic failure. I was hoping that they would respond positively, so that I could point out rest of the mistakes. Their blog was more unprofessional than a lovesick boy’s Facebook timeline.
But unfortunately, I was disappointed after reading their response.
It said they started blogging even before buying their website domain. So they decided to continue blogging in an informal way such that it would be unique, while their corporate website remained professional.
Now this is the issue we see most out there in the business blogging world. So I felt like sharing some of the points which I have mentioned in my response.
First of all, you shouldn’t publish your business blog on another domain, separate from their official website. If you have, then make sure you change your mind as soon as possible. Each post in a blog associated with the official website can be counted as a web page which can draw audience to your corporate website. By optimizing for search engines, such a blog can initiate engagement on your official website for sure. Blog also plays a key role in increasing keyword rankings and organic search traffic. Titling, tagging and Meta descriptions do matter.
Content is the king. Business blog is not where you post all details about your products, services, achievements and so on. Readers out there are expecting you to post more knowledge sharing updates happening around, best industry practices, new market data analysis, thought-provoking facts, etc. You may blend in product and service details seldom.
You have to assure readers a reason to keep coming back. And for that, your blog should be organized and focused. Thinking from your customer’s point of view will help you to consider what information they might be looking for, which might lead them to your blog. Present information in unique ways. Make sure you are not boring your readers to death.
A business blog may take time to back you properly in generating revenue or achieving success in business. Ever heard of the bitter truth which keeps market leaders to blog frequently and consistently? Answer- The more a company blogs, the more likely it is to acquire clients.
A business blog is not to attract readers to a one-way communication platform. Blog posts should encourage readers/clients to interact with you. You should monitor comments properly and provide necessary feedback to maintain good customer relationship. Posing questions in posts works a lot.
Do promote your content via social networking sites if you want to increase your blog’s readership, engagements and there by subscription. Social Network is the best way to expand your reach.
Even if you have formed a perfect strategy and you are moving ahead persistently, you may fail if you are sticking to the same plan for a long period of time. Blog Analytics paves way for you to improvise plans further. As in which kind of topics are attention grabbing and which are not.
Do keep in mind that, readers more likely won’t share your posts if you haven’t added social sharing plugins. Similarly, feed/email subscribe button and other cliché engagement ensuring options should be utilized. The more you make it easy for them, the more your blog will attract other users.
Every stream of content marketing won’t let you win significant results as soon as you start off. Don’t just give up and abandon your blog. Stay dedicated and keep blogging consistently. Just as it takes lots of dedication and patience to build an empire, similar dedication and patience is needed to build a valuable company blog.