Once upon a time, having a company blog was the very epitome of a cutting-edge digital strategy. But today, it’s not just a nice to have, but a must.
Having an engaging blog builds your company’s brand, encourages consumer engagement, improves your SEO and establishes thought leadership.
So how do you get started? Luckily, we here at Tech Image are experts at this kind of thing. Here are eight pro tips to building your company’s blog platform:
- Define – and refine – Your Voice
Your blog is an extension of the company’s personality. Are you serious and task-driven? Or cheeky and fun? Whatever it is, it should be true to your company’s mission. Most importantly, it should reflect how you want your customers to perceive the company. So find your voice – refine it – and stick with it.
- Be Consistent
Once you put your message out there, customers will be eager to engage with your company and learn more. So don’t leave your customers hanging and develop a consistent schedule to post content. This not only helps customers stay engaged, it will help your SEO. Speaking of content, there’s nothing worse than a sparsely populated blog. It looks like nobody is minding the store! So develop a consistent blog content calendar, but stay flexible so you can jump on breaking news stories.
- Be Creative
What’s worse than a blog that’s sporadically updated? A blog with boring content and cheesy stock photography. Readers are instantly turned off by unoriginal content, which would increase your bounce-back rates and drive readers away. So use original photos, include captions, and always link back to other sites if you borrow images.
- Get a Little Help from Your Friends
Your blog doesn’t exist in a vacuum. Building relationships is key when it comes to a successful blog because it’s how you get links back to your blog, known as a linkback. A linkback is a method for blog authors to know who is linking to their pages, which is a key way to building up your audience. So instead of posting to your blog and letting it sit there, linkback to other sites you respect and they’ll likely return the favor. It’s a win-win!
- Know Thy Audience
This should be a no-brainer, but it’s worth mentioning! After all, great content is only great if it resonates with your target audience. So get to know them. Be part of them. Know what keeps them up at night and how your business can help! Only then can you write from a place of authenticity.
- Keep it Short
The point to a good blog post is that it states a clearly defined position in a digestible way. So instead of writing a 1000-word post, draft three shorter ones and call it a Blog Series!
- Connect to Social
Think of your blog as an extension of your social channels. Share your posts on your social, invite consumers to engage with you on your platform, and watch the consumer engagement take off!
- Don’t Sell!
Resist the temptation to use your blog as another way to sell widgets. Instead, use it as an opportunity to showcase your talents and the wisdom of your leadership team. This will entice prospective customers to engage with you, and build your expert positioning.