Does your company have a corporate blog? If not, you aren’t alone. Many organizations do not. However, despite claims that these blogs are no longer important, there is significant evidence that business blogging can positively impact trust, thought leadership, customer engagement, and conversions.
Of course, the success of any business blog is directly related to relevance. Your content must resonate with your target audience if you want to realize the benefits that are commonly associated with business blogging.
This requirement leads to the key challenge that business bloggers face. How do you make your corporate blog relevant? These tips are action points that you can employ to create blog content that your audience wants to read.
Tips to Make Your Corporate Blog Relevant
Prioritize your customer’s needs
There’s nothing wrong with using your blog as a tool to promote your products or share your opinions. Readers will expect you to do this. You can build thought leadership by sharing your opinions on industry issues, and customers appreciate learning about new products.
Just know that for every bit of promotional content you publish, there needs to be at least twice as much customer-centric content. These posts help customers solve problems, answer questions, or deliver important news.
Stay on top of trending industry news
It’s difficult to write blog posts relevant to your audience if you aren’t up-to-date on industry events, news, and trends. This insight is the information that readers and potential customers will be looking for when they are searching for keywords relevant to your industry, company, and products.
Think beyond your company website
If you only post content to your corporate blog, you will get limited results. Instead, consider going beyond the boundaries of your company website with your content and your promotions. You can do this by:
- Earning backlinks from other bloggers
- Reaching out to business partners for guest blogging opportunities
- Promoting your content on your social media channels
- Integrating your blogging with email marketing efforts
- Publishing blog content on Medium or other open content platforms
By getting your content out there and actively promoting your blog, you’re more likely to reach and engage a wider audience.
Consistency may be one of the best ways to keep and earn subscribers. It helps to start by focusing on content that is relevant to your audience. However, if you only publish blog posts sporadically, readers will seek other sources for the content they want.
Keep your audience engaged by posting several times each month. Additionally, many businesses find it helpful to use a content calendar and post certain types of content each day. For example:
- Monday — Tips and best practices
- Tuesday — User-generated content
- Wednesday — Industry and company news
- Thursday — Promotions, announcements, and events
- Friday — Case studies or other in-depth content
Also, having a content calendar can help you plan out your content in advance to keep up a steady stream of posts that maximize customer engagement.
Write from the first or second-person POV
When you write from the third person point of view, your words tend to sound very professional. That’s why so many business bloggers write this way. Unfortunately, this style of writing is also very dry and impersonal. It can read like a lecture.
However, if you write from the first or second-person POV, your writing is more personal. It connects with the reader and reads more conversationally.
Customer engagement is an important goal for any business blog. If people aren’t reading, commenting, sharing, and linking, it’s clear your blog isn’t gaining any real traction.
Your blog isn’t just a place for you to share what’s on your mind. The purpose should be to create conversations. Encourage your subscribers to respond to your blog with comments. Add social media buttons to make sharing easy. Finally, be responsive. Interact with readers to learn more about their thoughts, and add even more value to your content.