Blogging is one of the top sources of online content creation for many companies. Blogs are a great vehicle for interacting and engaging with current and prospective clients. Blogs are also an effective way for prospects to associate stories, anecdotes, and personalities with a company or brand.
Taking on a blog can be a large undertaking. There are many things that should be considered including cost, availability of resources, strategy creation, time commitment, and measurement. Simply creating content and expecting instant success is not realistic. If you have recently decided that you would like to start a business blog, or have started a blog and are not seeing the success you had anticipated then the tips below are for you.
Tip #1 – Become a Blog Follower
Starting in the mindset of a consumer is key in determining need. I recommend you take a look at the list of blogs that you read and ask yourself some questions about why you read them. If you aren’t currently following any blogs I suggest that you see if some of the newsletters, magazines, or newspapers that you are already reading have a blog. This will help you kill a couple birds with one stone. You are still consuming the information that you already enjoy but you are also doing some research for your own blog. What are some questions you should ask if you are looking to start a blog?
- What blogs do you follow?
- Why do you enjoy them?
- Do you believe they help solve a problem for you as an end user?
- Does the blog have one or multiple voices?
- How often do you read these blogs?
Tip #2 – Work Smarter Not Harder
In a tough economy marketers are being forced to do more with less. The same strategy can be applied to business blogging. If you have an understanding of content that works well and the mindset of your target audience you can easily create different forms of blog content to keep information updated regularly and efficiently.
Newsworthy items can be a great source of blog content. You are presenting your audience with information that is important to their business while utilizing statistics and content that has already been created. Reviewing current business blogs is also a great vehicle for creating content. This allows you to create a scoring criteria and share with readers what you like and dislike about the blogs that are being reviewed. Interviews and guest posts can also be a source of content curation for your blog. If you can convince others within your industry to participate in your blog they will be likely to share it with their audience as well. Guest blogs also add some additional creativity and voice to a business blog.
Tip #3 – Tap Into Available Resources
There may be members of your team that could be a great addition to your company blog. Contributors from different departments can position themselves subject matter experts and your readers may look forward to the variety that is being provided in the blog content. While the overall responsibility of the blog may fall on the shoulders of one person or department, that doesn’t mean that other team members cannot contribute. Multiple authors allows you to tap into multiple networks and is much more sustainable from a content creation perspective in the long run.
While business blogging is not always easy it can be a great project to inspire creativity, teamwork, engage your audience, and improve your brand visibility. If you are interested in more tips on business blogging please take a look at some of the following posts from the TopRank Online Marketing blog.
- 5 Tips on Crowdsourcing Content for Marketing
- The Dynamic Duo of Business Blog Marketing: Optimize & Socialize
- Need Great Ideas for Blog Content? Start With Questions
I am curious to learn a little bit more about the experiences of our readers. What are the biggest challenges that you have faced as an online marketer as it relates to business blogging. What are some additional areas of blogging that you may not understand and would like TopRank to provide more information on?
