What are the key points to keep in mind?
One of the most common tools used by companies when planning their content marketing strategy is the creation and management of a corporate blog. The goal is to retain current customers as well as gaining new ones.
One of the most important considerations is that the corporate blog should not merely be a collection of press releases or a means of promoting the business. The corporate blog should be designed to provide quality content that may be useful for the target audience. The best option is often to publish guides, step-by-step advice, tutorials, etc. Coming up with titles that engage the reader and incorporating relevant links, photos, videos and infographics can increase the impact of the blog.
Another vital factor to consider when developing the content of your corporate blog is SEO, or search engine optimization. The first step is to prepare a list of keywords that are often used to search for the company. By including them in the publications, the chance of them rising up the rankings of search results increases. There are plugins that can be installed in the content platform which analyse the SEO of all words included.
Once the company has carried out research of the keywords, it is also necessary to come up with a list of themes that relate to the content that will be published on the corporate blog. In this sense, it is imperative that the company analyses the themes which are intrinsic to the company’s activities, and which are of interest to the target audience.
After having drawn up and compared the keywords and the list of themes, you will need to come up with some sort of editorial schedule, which may be monthly, quarterly, or even yearly, in order to organise the publication of blog posts. In the schedule, you can also plan for when each blog will be produced and approved. This way, the company will have a guide for maintaining the frequency of their posts.
Getting a corporate blog going and maintaining it daily may seem like a daunting task, especially when the company has many other factors to consider which take priority. But, the main objective of a blog is to build loyalty among existing customers, whilst also attracting new ones. In this respect, a blog which encourages interaction between client and company can act as a “call to action” by generating conversation with the public. Do you have any other questions about getting your corporate blog started? Call us! We would be pleased to meet you.