Making a Powerful Corporate Blog: 5 Tips for Business Blogging Success

Learn the benefits of corporate blogging and how quality content helps your business thrive.

Not too long ago, blogging was popular mainly among content creators. These days, blogs are essential for brands that aim to stand out, stay ahead of the competition, and increase conversions.

Corporate blogging is an integral part of every content marketing strategy and can improve your business regardless of the industry in which you operate.

If you present your company’s offer through an official website and you still don’t run a business blog, this article couldn’t have come at a better time.

Here’s why you should run a company blog and how value-packed content builds credibility while subtly promoting your offer.

What is corporate blogging?

Corporate blogging is the practice of creating informative, educational, and inspirational articles for company websites. The main goals of writing articles for a company blog are:

1. Building brand credibility through content that explains and sets trends;
2. Generating leads by collecting valuable contacts;
3. Cross-channel marketing through writing related articles and repurposing them into content for social networks, newsletters, webinars, and e-books.

Articles commonly found on business websites include company news, industry updates, specialist advice, and interviews with renowned experts.

Depending on your company’s offer and its target audience, your corporate blog can also include product/service descriptions, inspirational stories, case studies, and much more.

Top benefits of corporate blogging for your business

Running a company blog improves your relationship with website visitors and sets the foundation for steady, measurable growth.

Main corporate blogging benefits include raising awareness, expanding your mailing lists, driving traffic to your website, and differentiating your brand from competitors.

1. Corporate blog contains useful information about your brand

Blog is a perfect channel for showcasing the quality of your products or services while promoting the values your brand stands for.

You can use your blog to document new acquisitions, collaborations, and partnerships, as well as communicate experiences, results, recognitions, and share project announcements.

Additionally, you can use the chance to describe products and services in educational articles.

A corporate blog can also be a source of information for potential employees. Help them get acquainted with your business culture and explain the benefits of being a part of your team.

2. Quality content demonstrates your expertise

Articles brimming with value attract readers’ attention, profiling you as an expert in the industry. When you willingly share advice and knowledge, it leaves a lasting positive impression on the readers.

Sharing content on a corporate blog is a win-win strategy. The time and effort you invest truly pay off, and quality always makes its way.

3. By updating a company blog, you bring visitors back to your site

Publishing useful content on a regular basis brings people back to your site and attracts new traffic to your pages.

Keep the readers on your website longer and lead them toward the desired action by directing them to related texts, service or product pages, and the contact form.

You can also generate new website traffic by enticing your social media followers to visit the company blog.

4. Blog is a reliable way to collect leads

After examining your blog content and deeming it worthy of their attention, readers will be more likely to put trust in your expertise and services. This is why you should reserve a sport for a call-to-action at the end of each article.

Entice the readers to leave their contact information in exchange for free content: e-books, useful templates, or other lead magnets. You can also invite them to sign up for your newsletter or mailing list.

If you haven’t prepared any bonus content to exchange for contact info, instruct readers to ask questions or schedule a free consultation.

5. Corporate blog makes your brand stand out

If your competitors have solid blogs and your business still lags behind, this could be bad news for your potential growth. You’ll need to adapt quickly to attract customers and inspire them to take action.

On the other hand, if your competitors don’t have a blog yet, this is the perfect opportunity to position your brand as a pioneer in the field.

Breaking new ground is rarely easy, but being proactive absolutely pays off. A well-managed company blog will place your business in a position your competitors will have to work hard to reach.

Act like the true leader you are. Set up a blog page for your brand and update it with new topics regularly. This type of reporting is entertaining, educational, and beneficial for both your business and its clientele.

How to create a successful company blog?

A solid corporate blogging effort starts with a good plan of action. Begin by setting a blogging strategy and creating a content calendar.

Research the chosen topics to add value to your content, then format the articles to make them readable for search engines and website visitors.

1. Come up with a strategy and prepare a list of topics

Before you start writing, determine the primary goals for your company blog:

● Keeping your community updated
● Building credibility in the industry
● Educating clients by explaining your products or services
● Collecting leads, or some other objective.

With your objectives in mind, plan the general direction and choose topics to write about.

If you feel uninspired and out of ideas, research the content published by your competitors and research relevant inquiries people often make on search engines. Follow the market interests and formulate topics related to innovations, disruptions, thematic events, and the like.

Last but not least, make sure to consider inquiries you receive from existing customers. This data is a great source of topics you can cover on your company blog.

2. Create a detailed content calendar

Once you’ve set the strategy and chosen your topics, it’s time to prepare the content calendar.

Use everyday tools like Google Sheets or Excel, or go for specialized web apps like Airtable to record your ideas and plan publishing dates.

Section the chosen topics into relevant categories, plan the posting order, and publish new content at least twice a month.

If you don’t have the resources to commit to this pace in-house, it’s high time to hire marketing experts to regularly create quality content for you.

3. Publish articles that provide value to the readers

As an integral part of a broad marketing strategy, corporate blogging also aims to attract new customers and clients to your business. However, this type of content should never do it in an intrusive way.

Valuable content that explains what you offer helps build trust with your audience, giving them the time and space to seek your services themselves.

Corporate blogging is a subtle strategy that boosts conversions by improving relationships with your target audience. If your articles push sales without a value-oriented approach, there’s a great chance they won’t be successful.

4. Pay attention to article formatting

Texts we read in books or newspapers differ from those published on the Internet. Appropriate blog post formatting is crucial for search engine optimization, as well as for attracting and retaining the attention of human readers.

In other words, your articles should be formatted to serve the function of attention grabbers.

Avoid long paragraphs and sentences that go on forever. This type of content repels both readers and search engines.

To make your articles more appealing, include illustrative content like photographs, videos, and infographics. Visuals help segment your texts, making them easier to read and remember.

By skimming your blogs, readers quickly determine whether they’re worth the time and attention. Account for this habit by using different subheadings and lists throughout the articles.

5. Update your website’s blog page regularly

Corporate blogs are dynamic digital content, which means they’re meant to be regularly updated.

Unlike static pages such as About Us, Services, and Contact, Blog page content is “refreshed” much more frequently. This makes blogs far more interesting for search engines and site visitors.

For your blog to be successful, you must work on it regularly. Inconsistent or infrequent posting can negate your efforts, even if you’re fully focused on providing value to your readers.

Publishing regularly is a token of respect for your website visitors. A steady pace of posting shows you’re present and care about building a relationship with your audience.

Corporate blog: the story your brand tells about itself

Running a company blog is a demanding, but worthwhile process. Quality articles on your website boost your brand’s credibility, attract new traffic, improve sales and promote your values to potential collaborators and employees.

If you don’t have time to come up with topics and maintain your company blog consistently, put your trust in experienced marketing specialists.

Our team analyses your brand in detail to identify your target audience and the best topics for your blog. After we set an actionable strategy, we boost your brand with valuable content that attracts and inspires.

Let’s meet, brainstorm, and set up the best blogging strategy for your business!