Exciting stories that reach as many readers as possible play a role for small startups as well as for large companies. The corporate blog is particularly well suited for presenting information on company news, partners, but also articles on company-related topics and statements on current discourses within the framework of one’s own website. Good storytelling is particularly important here! Because in every company there are numerous exciting stories that need to be told. This can be the founder’s story, product developments or anecdotes from everyday life in the office – the corporate blog is the ideal platform for presenting your own, personalized content and sharing it on other networks. We have put together six tips to ensure that your corporate blog leads you to the desired success.
1. Define the goals and purpose of the blog
Before you start your company blog, you should be clear about what you want to achieve with the blog. Because one mistake that should be avoided when setting up a blog is the plan to “just write away”. With a corporate blog, on the one hand, the awareness of the product or your service can be increased. On the other hand, it can also achieve more reach and strengthen your brand. Depending on which target group is to read your blog, the goals must be clearly defined. Only then can the subsequent success actually be measured.
2. Preserve authenticity
A corporate blog always reflects the image of your company. Therefore, the blog should be maintained by the employees to give the content a personal touch. Author profiles, ideally with a photo and short description, are very important here, so that readers know who is behind the contributions. Be sure to give your readers the opportunity for discussion, as a comment function under the respective posts actively contributes to a regular readership. Another tip: Always meet your customers and readers at eye level. Writing a blog just for the sake of it makes little sense. Users should get the feeling that you enjoy the topics you write about.
3. Find suitable content
Another basic rule – for all social media channels – is: anything is better than text! Of course, a blog post that consists only of images makes no sense. However, in addition to text passages, try to include other content such as images, video material or infographics. Because blogposts, consisting of text and corresponding graphic content, are shared more often in all networks and can achieve more attention through word-of-mouth. It doesn’t always have to be expensively produced images, let your creativity run wild. Don’t forget that the image and video content should offer added value and be aligned with your company’s desired brand image and thematic world.
4. Check stats regularly
Once the corporate blog has been set up and the first articles have been published, it is worth taking a look at the statistics and Google search terms. Here you get a good insight into which articles have been clicked on the most – which is always a good indicator of the target group and their interests. This way, you can filter which topics are of particular interest to your readers and which content they would like to see more of.
5. Plan regular publications
A small editorial schedule, in which you plan your publications, can be quite helpful for your blog. As soon as your readers know on which days you regularly publish articles, there is the greatest chance that you will be able to retain a steady readership. Again, quality over quantity. A loveless, two-line blog post every day will hardly generate attention. It is better to offer fewer, but well-founded contributions with added value. Blog readers prefer a few, but good company updates, many superficial. Small tip: Good days for publications are generally Monday, Tuesday and Wednesday during the day at lunchtime. But keep an eye on your target group and find out when they are most likely to be online.
6. It’s the look that counts
Unlike other social media channels, the corporate blog gives you the opportunity to influence the design and structure yourself. It should be noted that the design of the blog should match the corporate identity of the company in order to increase the recognition value. Structure your blog sensibly and clearly, so that every reader can immediately find his way around when visiting your blog. A good user experience means: sensible, clear and simple navigation. A sidebar, for example, is a good place to use widgets to share certain things and place links (social media). If your readers don’t find what they are looking for right away, they won’t stay on your blog for long. One last tip: Keep it simple – often less is more!