So you’ve started a company blog and even have a few good posts. Now you’ve got a few questions, such as, “How often do we need to post content?” and, “How can we get more visitors to our site?” We’re glad you asked!
The power of blogging centers in a mutually enjoyable conversation between you and your readers.
Your company’s blog has 3 critical missions:
- carry transparent conversations with your audience
- provide valuable content
- drive traffic to your Web site
Carry Transparent Conversations
The first step in maintaining a blog is to develop the right mindset. Your blog posters should understand transparency is what makes blogs work. While there’s no need to deliberately air out all your dirty laundry, being open about a company fault or weakness that does go public will save your brand. Before the Internet, consumers were happy with whatever public image CEOs wanted to show, but now everything is up close and personal—consumers want open conversations online with nothing hidden.
Remember, timeliness is part of every conversation, whether online or offline. Just like face-to-face conversations become awkward or end if there are long pauses, so will blog conversations. Shoot for a post a day or at least every other day to keep readers interested.
Provide Valuable Content
The key to providing valuable content is to keep your audience’s needs in mind before sales. You may need to include a link to a competitor’s blog if the content relates to yours. By doing so, you establish yourself as an unbiased expert in your field and show your customers your confidence in your own product. Customers’ trust in you and your company is built through your focusing on what they need.
Another key to providing valuable content is to listen to the conversation. What are your readers saying on your blog? What are they saying on their own blogs? Your competitors’ blogs? Use Google keywords to find out how many people are searching for you by your specific keywords. Use these keywords in your blog content posts.
“Blogs provide your site with continuous content – new content that causes search engines to visit and crawl your site more often. The more they come back, the more they label your site as a valuable resource for people searching on the Web.” Leslie Ciesielski, The Worthwhile Company’s Web Development & SEO Specialist
Drive Traffic to Your Web Site
Be sure your blog is visible! Blogs are great, but not if they are buried on your site. Include an RSS feed/email like Feedburner on your home page or in an email newsletter. Subscribers will then get a regular reminder of your blog’s presence. This also can drive traffic to your Web site.
Include a teaser sentence or two, a “continue reading” link, and then check out your Google Analytics account or other analytics program to see your click-throughs. You’ll also be able to see who your most engaged subscribers are and perhaps improve your conversation with that target group.
Enjoy the Conversation!
When blogging, don’t forget what we like to call “the enjoyment factor.” Blogging can certainly be enjoyable! Follow these conversation tips—transparency, content, and visibility—to keep your blogging worthwhile.
Additional Resources
Newfangled Web Factory: Is it time to start a blog?
Maintaining a blog is really a long-term investment. In order to make the investment pay off, you’ll need to identify the purpose of your blog, do some initial research in order to formulate a plan, and of course, be patient and diligent in your efforts. Read more…
Search Engine Optimization
If you want your site to be seen, you’ve got to be friends with search engines like Google. Read more…
Some great points here! Thanks for linking to our recent newsletter, too.
Best,
Chris