A company blog can create opportunities for your business in countless ways.

If we use blogs carefully – to their full potential – they can: increase brand recognition, highlight expertise, and answer frequently asked questions.

All of these efforts will help you become a respected and go-to name in your business niche.

Maximize reach and enhance your brand awareness with consumers. Here are seven steps for squeezing the most benefit out of your company blog.

Improve your company blog and website SEO

One ever-growing way to attract new business is through the internet.

Focused keyword usage in the titles, subtitles, content, and even images of a webpage, all play a vital role in improving a site’s search engine ranking.

A process known as search engine optimization (SEO) involves paying close attention to potential search terms. Keywords and phrases your potential clients are searching for should feature prominently on your site.

Researching and adding the most appropriate intent- and context- based customer search terms will mean better chances for a potential client to land onto your business or company blog.

However, SEO involves more than just keywords.

Other ongoing processes work together to improve your search engine ranking on search engines.

These considerations include:

 

  • Content siloing
  • Internal and external links
  • The quality of your content
  • Back-end systems to improve Google indexing
  • and much more!

Develop credibility within your target market

 

One of the easiest ways to organize a business blog is to silo content around the all the ways customers can use your products or services. You must also regularly update your content as your product offerings change and evolve.

Regular updates will enable you to showcase your trade expertise in addition to the basic functionality of your services. It will also help you develop trust and credibility among your company blog readers and potential clients.

Develop interesting and informative posts for social media

Company blog

Your social media efforts should tie in closely with all the on- and offline content you are developing for your business.

Social media posts perform best when you share a balanced combination of posts. For example, video, visuals, useful blog posts, curated content, inspirational messages, quotes, press releases, service announcements, and direct calls to action (CTAs).

However, if you lean too heavily in any of these directions – neglecting the others – you may not get the engagement you’re looking for. One-sided social efforts will most certainly certainly affect your sales and revenue as well.

It can be difficult to come up with interesting and valuable content all the time. Fortunately, to solve this issue, you can aim to build up a collection of recyclable evergreen content. This will allow you to maintain an active presence on social media year-round.

Make sure your posts are well-researched, interesting, and relevant to your audience. This will help boost engagement on your social media platforms, and drive more traffic to your website to make the sale.

Highlight your products and services

 

Some of the blog posts you write should educate and inform about how to use your products and services.

When writing about your products and services, pay close attention to the comments you receive on each of your posts. In addition to responding to all comments, listen to the feedback you receive. Incorporate those thoughts into future posts to make your company blog content even more helpful and relevant to your readers.

This will both educate your potential clients in your respective field, and allow you to increase your credibility and rapport with your target clients.

 

Develop your brand “voice”

 

Having a unique brand voice will make you stand out from others with similar expertise.

To develop your brand voice, see what your customers respond to most.

Do your readers relate better to a writing tone that is casual and easy going? Or do they prefer a tone that is more formal and conservative?

Either way, use your blog to express that.

Consistency is key when it comes to tone, and building a brand voice will add to your authority. Remember, if you let others contribute articles to your blog forum, make sure your guest authors write in a similar style and tone.

Be consistent

Your site’s ranking on Google is based, in part, on the freshness of activity on your website. The more recent activity you have, the higher your website will be placed in search results.

This means the more regularly you post, the better your site will rank. Think quality and consistency over quantity. Also, use internal links as well to form a net of articles on the same subject all across your site.

The “freshness” of new posts on your site will also keep the Google crawlers coming back to re-index your site’s pages regularly.

Even one long and well-researched article a month is better than nothing. Develop an editorial calendar on a quarterly or yearly basis – then stick to it!

Include a call to action (CTA)

 

In every post, make sure that you include at least one, and preferably a few, calls to action. These will prompt your reader to either visit a product or service page, reach out for a consultation, or attend an event.

Ensure that your contact details are also clear and easy to locate – in case a customer wishes to contact you. They may want to get more information on the subject, discuss the services you offer, or clarify matters discussed in your blog post. Make yourself available to your readers.

In each of your posts, it’s appropriate to explain some of the products and services you offer. Show how your services can help other businesses increase profits and adopt smart practices.

Including information about yourself and your business will increase your chances of turning readers into clients.

Applying these tips to your company blog

Employing these seven habits when starting (or restarting) your blog will help you establish your brand message and voice. They will also ensure you maximize how your message is spread to new readers – and new customers.

These are no fail suggestions may seem challenging at first, but they are really quite simple once you get the hang of them.

However, if you feel like you need extra help…

 

  • Crafting an editorial calendar (using a program like CoSchedule, if needed).
  • Splintering and siloing your blog posts and other content.
  • Planning your social media strategy.
  • Understanding how your site measures up against best practices with a full-site or page-level SEO audit.

… please book a free 20 min. discovery call to discuss your business needs.

I’m sure if you implement these seven steps, moving forward with your planned business blog will be much easier.

Blogging will become more fun (and less of a chore) as you share ideas with your readers, increase sales, and grow your business.

Janet Kozak

Janet Kozak

Content Strategist

I run a boutique content strategy and digital marketing consultancy. I help businesses evolve into premium brands and connect with their dream clients by crafting compelling copy and utilizing white hat SEO practices.

On this blog I write about marketing, copywriting, business, and productivity. I also share my organizational process and tips. Please connect!