Blogging has been in the business for quite a few years. Even though people started blogging as a medium to share their personal opinion and point of views, soon blogging became an active part of business. However, many business owners either don’t think that blogging can help them in their business or they don’t want to take the stress of creating blogs.
I agree that it is a time consuming process. You have to research on the type of content that you need to create. The articles should be related to your business. You also have to follow certain rules and regulations. The idea is to create content to educate your target audience and to add value to your industry.
However, let me tell you that corporate blogging is one of the best methods to enhance your online presence. If done correctly, corporate blogging can increase the conversion rate and increase your sales so that you start gaining profit. But before getting started with the importance of corporate blogging, you should understand what corporate blogging is.
What is corporate blogging?
In simple words, corporate blogging is creating content that is related to your industry. You have to share your expertise, your experience and give tips about how to succeed in your industry. Creating blogs for your business is also known as content marketing. The primary focus of corporate blogging is to create content on topics that people want to read about.
Are there any guidelines to follow?
Blogging, in general, is very conversational and communicative. No matter what type of business you own, you should connect with people to make sure that they are reading your blogs. The best way to do that is to create blogs that have personal touch in them. Don’t just try to sell your product or service. Instead, educate people on why the product or service is necessary for them. You can give real-life examples to show the importance of the product or service you are writing about.
However, there are a few things that you need to keep in mind. I am chalking down the points that you should remember.
- You can mention your competitors in a very subtle way. Never criticize the competitors.
- If you are hiring an employee to write blogs on your behalf, make sure to mention that the opinions shared in the blog should be personal and not official. It means that if you or your employee is creating content, it should not be the official statement of your company. This takes us to our next point.
- Just because you are giving your own opinion, you shouldn’t give any false statement. Don’t flourish any information that you are not sure about or that is incorrect. Either research on the topic to know something you are not sure about or avoid writing on that topic altogether.
- Refrain yourself from sharing your political views and opinions. Your business blog is not the right place to share your political opinions.
- Never disclose any company secrets or any data that is confidential in your blog.
Now that we have got the guideline out of our way, we can get started with the importance of corporate blogging.
The importance of corporate blogging:
No matter how small or big your company is, if you are not blogging, you are not giving your 100% in your business. Here are the reasons why you need to start corporate blogging, now.
Creating brand awareness:
If you own a startup or you are an owner of a big company, your target is same – to establish your business as a brand. Blogging helps you with increasing your brand awareness. If people are searching on the type of business you offer, they may come across your blog.
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If you provide information that people find helpful, they will keep returning to your website. Besides, they will also know your brand through your articles. Even if you are a big company, blogging will only help in strengthening your virtual presence. And we all know that internet is the most effective way to reach a large number of people at once.
Just like your website has your clickable social media handle icons, your corporate blogs should have share button. This will allow the readers to share your blog if they like it. If your blog is shared by people on their social platforms, it will immediately increase your visibility. People who are not particularly your target audience or people who don’t follow you will also get to know about your blog and brand. At least a few of them will start following your blog.
Makes your company relatable:
Suppose you own an ecommerce website. People land on your website to buy products. The whole process is automated, right? Now, imagine that you create a blog page that you keep updating with fresh content. If the topics are what people are looking for, they will relate to your blog.
It will give your company a human touch. You can also share the image and a short bio of the writer of the blog. Also, make sure to encourage people to comment on your blog and do reply to their comments. This is how you can start a conversation on your blog, which makes it even more humanized.
You may wonder how creating content can improve trust among the people. Suppose people are looking for information on a particular topic. They may have commented on your previous blogs to discuss a specific topic. When you actually create content on what your readers want to read, you are establishing yourself as a trusted source.
Each fresh piece of content that you create shows your time and effort that you have invested in researching and writing the article. If you back your article with proper data, people may even refer to your article.
Makes your company transparent:
If you want to increase your sales, being trustworthy is not enough. Reading or referring to your blogs in one thing, purchasing your product or service another. When people spend on something, they want to make sure that the company is transparent with its work process. You won’t see many people spending on new ecommerce websites for they aren’t sure about their transparency.
Now the question is how corporate blogging can improve your company’s transparency. While you can’t share any confidential information, you can share some information related to your company. Suppose you just reached a milestone in terms of the number of employees in your company. You can create a small blog post on that. In case you attend any formal event, you can write a blog post on that with some pictures of the event. If you feel confident, you can also share your sales figure.
Improves search engine optimization:
The ultimate aim of creating a website is to increase your online visibility and improve your sales. If your website is not search engine optimized, you won’t see much difference. One of the best ways to improve the search engine optimization is to update your website with fresh content. And what can be better than updating your website with articles, regularly?
When you write articles and post them on your website, you are continuously updating your website. Including the right keywords will increase your SEO efforts even more. When people search something using those keywords, your website will also get a chance to rank on the search engine results page.
Helps build relationship with the customers:
Corporate blogging is the best way to build a relationship with your customers and target audience. As I mentioned before, you can ask your readers to comment on your blog post. Once they comment, it is your responsibility to reply to their comments. If you do this regularly, you may see some of the people who comment regularly on your blog posts. People who regularly comment trust you and like to read your blogs.
You can also share your blog links on your social media to attract more people. Taking the help of social media can ensure that you are targeting specific people who are already following you.
Depending on the type of business you own, you can totally use blogging to serve your purpose. Apart from sharing important and related information with your readers, you can also make them aware about the products that you are planning to launch. Creating a blog post on your new launches or the ones that you are planning will create anticipation among the readers. They will keep following your website and blog to get more information about the product. This will also drive sales.
Generate leads and drive sales:
The key to success in blogging is to be consistent. You have to keep researching on topics that people are searching in your industry, you have to keep creating content and you have to keep connecting to people. If you are persistent with your corporate blogging approach, you will definitely see results.
I have already mentioned that you will notice some people are regular readers of your blog. A few of the regular visitors of your blog will subscribe to your newsletters. These people are your leads. A number of people from the subscribers will enquire about your product or service and will end up purchasing it. This will increase your sales, which is the direct result of your corporate blogging.
From increasing your brand awareness to building relationship with your readers to generating leads, the prospects of corporate blogging are many. If you haven’t started blogging yet, this is the time you should start. Are you not sure about how to research and create blog articles?
Well, Nico Digital is here to help you. We have team of experienced writers who have been creating content for many years. We know how to research depending on the industry your business belongs to. We also know how to present the right information so that it is easy for your target audience to comprehend the information that you shared. We also make sure to back your post up with proper references and high-quality images.