Congratulations! As part of growing your business and expanding your digital marketing strategy, you added a blog to the company site. Now all you need to do is decide what to write… Feeling the writer’s block yet? If you’re not sure how to connect with your audience on this new platform, here are some ideas to get you started.
Highlight the Highlights
Capitalize on business success by recapping it in your blog. If possible, connect a company highlight to a current event, either national or local. For example, if your business was named a top performer in its sector, and that sector is doing well on Wall Street, that could serve as a casual link to grab reader attention. Promotions, retirements, and other noteworthy events that are not confidential can be publicized on the blog to tout company personnel while piquing public interest.
If your company is planning an expansion, developing a new product, or moving to a new location, these are events worth mentioning on your blog. News that is not controversial or negative can help to build public relations for the business and keep the company name in the public eye, or at least those who find your company on the web. If your company plans to participate in an expo or send a speaker to a conference, that is worth mentioning, too.
You might also wish compare your company’s progress to that of local competitors — not in a mean-spirited way, but as a means of placing your company in context within the industry.
Brag a Little
Posting about how your company is involved in the community is a great way to connect with readers on a personal level. Whether it’s making a donation to the Little League team or offering space for the Girl Scouts to sell cookies, positive interactions and connections with the public make favorable impressions on readers. They appreciate reading blog posts about how the company gives back to the community that supports it, either through monetary donations or volunteer hours.
Many charitable organizations are happy to partner with businesses in exchange for a steady stream of volunteers. For example, the Humane Society of Greater Miami has a specific corporate volunteer program for this purpose.
Blog What You Know
Finally (and most importantly), keep it relevant. It may seem tempting to write a piece on whatever’s trending, but any traffic you attract is unlikely to linger on your site or help generate leads. Unless you can find a way to make that trendy thing tie in to your industry, stick to what you and your company do best. For example, this SEO company wrote an article explaining what they do to introduce readers to their services.
But First…They Need to be Able to Find You!
Speaking of SEO — there’s no point to having a blog if no one is reading it. Using search engine optimization (SEO) techniques like keyword research, meta titles, meta descriptions, and image alt text are basic ways to help people find your blog next time they do a Google search. Once they’ve landed on your domain, they may end up browsing the site itself and become interested in your products or services.