Has your company already discovered blogging? In addition to a website and social media, a wide-reaching corporate blog allows you to establish a direct line to your target group.
Learn how to use this helpful content marketing tool correctly and use it as a profitable communication channel.
What Is A Corporate Blog?
The beauty scene is teeming with passionate bloggers and influencers who regularly present the latest makeup and fashion trends to their readers in humorous posts. Beauty blogs are often the first port of call for information authentically and entertainingly for those looking for tips, inspiration, and new products.
The example of CEO Emily Weiss shows how profitable blogging can be in individual cases. What once began as the beauty blog Into The Gloss developed into the billion-dollar beauty it-label Glossier in just four years, thanks to a sophisticated content strategy and wise investments.
Companies have long since acquired a taste for it and recognized the potential of a professionally maintained corporate blog. In online marketing, a company blog is managed by one or more employees and used as a communication channel.
The objective is highly variable: You can use a corporate blog, for example, to
- cultivate your company’s image
- demonstrate technical expertise
- attract new interested parties
- or to provide your target groups with targeted information about your offering.
Lastly, a corporate blog leads to more visibility and better rankings in search engines through deliberately placed keywords.
This Is Why Corporate Blogging Is Worthwhile For Companies
Positioning As An Expert
By blogging regularly, you can demonstrate your technical expertise, pick up on industry-relevant trending topics, and show potential customers that you are always up-to-date.
Better Ranking On Google & Co
If you conscientiously provide your corporate blog with up-to-date content, it will not only be noticed positively by readers. The search engines also reward helpful content that answers your target groups’ questions with a better ranking.
Building A Brand Image
A corporate blog is the ideal marketing tool to build brand awareness and strengthen your company’s image because you have complete control over all published content.
Show yourself more personally and give behind-the-scenes insights. This also makes you more tangible for the user, which in turn has a positive effect on customer loyalty.
More Content For Social Media
Have you ever heard of content seeding? If you’re clever, you can also promote your blog articles via social media channels such as Facebook, Twitter, and LinkedIn, i.e., “seed” them on the web. This will provide you with free content and more organic traffic for your company blog.
Employer Branding
An often underestimated advantage of a company blog: With ingenious content, you are always one step ahead of your competitors in the fight for new talent. You can proactively provide your own and future employees with news from your company.
Competitive Advantage
Many companies shy away from the supposedly too-high effort of a corporate blog. If you fill this content gap, you will secure a competitive advantage and support sales by generating new leads.
How To Make Your Corporate Blog A Success
Integrating a corporate blog into your website is one thing. Suppose your weblog becomes a desolate content desert after just a few weeks because you need more motivation or resources for fresh content. In that case, the full potential of this powerful marketing tool will be used.
We’ll show you the best way to approach corporate blogging.
Develop Target Group Personas
Who do you want to target with your corporate blog in the first place? Buyer personas are valuable for visualizing your target groups in as much detail as possible and setting the right tone.
These are a semi-fictional representation of your ideal customer. Based on actual customer data and supplemented by educated guesses.
Consider The Whole Package
The challenge with content marketing is respecting editing, proofreading loops, and visual collateral. A text is ready once it satisfactorily answers all of your target audiences’ questions. It should be concise without unnecessary filler words and convincing as a whole package to be read at all.
Learn From The Competition
What can you learn from other weblogs in the beauty industry? Analyze your competitors’ content to learn best practices, but always keep your goals in mind. You can also take advantage of your competitors’ mistakes by filling content gaps with your content.
Dare To Experiment
The beauty of a corporate blog is the dynamic process. You can experiment with keywords, wording, and posting frequency until you find the perfect content mix for your business.
The fact that there will sometimes be more and sometimes less successful blog posts is like a thing and should not demotivate you. Keep at it and get involved in the corporate blogging adventure.
Until you have built up a high reach with a brand-new corporate blog, you have to reckon with a duration of at least one year.
Create An Editorial Plan
The idea of a corporate blog can quickly backfire if you get bogged down in resource planning and need a viable content strategy in place.
An editorial plan will help you keep an overview, clarify responsibilities, and include seasonal topics. Plan your content and keywords for several months to prevent writer’s block.
The key to achieving the desired goals through corporate blogging is continuity. We provide flexible support and get your corporate blog on the road to success!
