A corporate blog is like any professional tool: it is useful if you know how to use it. Here are some golden rules to follow so that your website content can bring you traffic, awareness, customers and business. Small business articles on your blog every day can boost your sales and interaction with customers as well.
1. Do service
A blog must be of service to its readers. An author said that people go online for two reasons: to be entertained and to solve a problem.
If you manage to solve the problem of your visitors while entertaining them, you will win the jackpot.
So, every time you write a new topic, think about helping out, helping out means giving practical advice, revealing interesting tips, making resources available or sharing your know-how.
2. Write quality content
Your blog should contain quality articles, both in substance and in form. Too many corporate or personal blogs make the mistake of prioritizing quantity, just to maintain a publication rate. The result is subjected without real capacity, as flat as the electrocardiograph of a corpse, and texts hastily written in a prose so miserable that it would pass the text of a teenager for a classic of literature.
Numerous studies show that Internet users decide to follow a blog above all for its quality of writing and the relevance of its content.
These factors are ultimately more important than the frequency of publication or the reputation of the author! It is good to remember that in addition, high value-added content gives you more credibility and notoriety.
3. Share your expertise and give your opinion
Too many blogs are alike. Instead of pumping up numbers, add value to your content. It is staggering to see how blogging pumps each other up. In other words, it is more or less the same rewritten texts and the same heated argument.
The principle is generally the following: a blog of large circulation publishes an article, and all the others rush into the same breach, without bringing new elements, without checking the information. Even if they do not really know what they are talking about, they proclaim themselves experts or specialists in the subject.
An example? The famous statement “the attention rate of a human is lower than that of a goldfish” is completely false and unfounded and which has made several trips around the web in thousands of posts.
As you are going to follow rule number 1, it is likely that you will not do like the majority of bloggers. And that you will really offer original content, based on your expertise and your thinking.
To give your tickets more authenticity and above all to give them a unique character, put your brain to work and give your opinion. Above all, be yourself. Because, as the saying goes, all the others are already taken!
4. Offer external links
Helping the reader also means providing them with additional material that stimulates their neurons (if possible, complementary to your article) or practical external links.
5. Surf the news
Take inspiration from current events to write original posts. Your blog is media. And like the media, you have to stick to the news. Or at least take it into account when writing some of your papers.
Regularly, “universal” subjects occupy the centre stage, such as major events (Olympic Games, Football World Cup), incomprehensible behaviour (hunting Pokémon), cinematic outings (a new music album), political events or just the different serials.
For example, a colleague wrote this nice post, inspired by the craze for the Games of Thrones series: “What Games of Thrones can teach you about content marketing” or an article published on the occasion of Euro 2016 by another, entitled “How football can help you improve your website“.
Another, more classic situation: a restaurant publishes an article on its blog devoted to its new panoramic terrace overlooking the lake. In spring or summer, the subject would undoubtedly benefit from strong spinoffs. In the middle of winter, at minus ten degrees, it’s much less safe.
News is also about following the news and trends in your industry.
Taking into account the news is to benefit from a significant leverage effect. In addition, you will give the impression of being in tune with the present and of knowing your subject at your fingertips.
6. Invest the necessary time
Write a blog in less than an hour? Do not even think about it!
Some blogger articles promise you the magic formula for writing a blog article in 30 minutes flat, others in less than an hour. You will write gibberish in such little time. It is important that you invest the necessary time in your blogs if you want to succeed. Composing an article takes time. Therefore, writing a blog is a time-consuming activity.
Certainly, some writers are real Speedy Gonzalez of writing and can lay an exciting article in less time than it takes Usain Bolt to cross a finish line. But for the vast majority, the exercise is closer to the marathon than a sprint.
First, you must select the topics, then invest time to document yourself (even when you know a topic thoroughly, it is always good to take information from other sources) and finally write the post properly.
Depending on the length and quality of the article, a day has already passed!
If you do not have the time to devote to your blog, or if you do not want to outsource its content, it is better to stop right away. A professional copywriter can save you time by writing your articles, based on your input. So you can publish regular content on your blog while doing your activities.
7. Post regularly
As a consumer prefers fish caught in the morning to a frozen fillet from a Thai farm, Google favours sites that offer fresh content.
A blog must be updated at least once every fortnight to retain your readers. If you can produce one story a week, it is even better. An article every other day is Nirvana.
So I will repeat the advice I gave above: do not waste your energy to implement a blog on your site if you do not have time to take care of it and publish a blog every two months only.
To give you the best chance of following the ideal tempo, establish an editorial calendar. Many free tools, starting with Google docs, Trello, or just plain stupid Excel, can help you never lose a deadline again.
Your readers value your content when you provide them with quality. Foster interaction and keep a friendly tone when dissipating information and your business blog might break the ceiling.