The role that corporate blogs play in a company’s content strategy is fundamental. However, having a corporate blog is not essential (although it is recommended) since if the necessary resources are not going to be allocated to manage it or create good content, it is better not to have it. That the corporate blog appears outdated or that its contents are not relevant can pose a reputational problem for the company.
However, if it is given the necessary importance and the necessary resources are allocated for its management, it can become a fundamental tool to promote the brand and place it on the Internet. Its advantages are numerous; It allows users to be informed, customer loyalty is generated, influence is generated in the sector, the company is humanized by showing its closest side…
Starting a blog is easy and requires little investment. The complicated thing is to keep it updated and invest time and money in generating quality content. These include the company’s news, but also branded content actions and even transmedia initiatives.
The blog can also be used as a repository of content generated for social networks. This way, it will be less ephemeral and will not get lost among social media updates. It will be accumulated and indexed on the blog, which will bring visits and interactions.
Any approach given to the corporate blog is valid, as long as it is managed with effort and dedication and in parallel with the objectives set in the company’s communication strategy. In addition to this, it is worth taking into account the following tips when creating content for the company blog:
Tips for creating content on the corporate blog
-Headline. It is the fastest way to draw attention to content. If it is not able to capture your attention, you may not access the interior and you will miss the content, no matter how interesting and relevant it may be.
-Keywords. They must be used, always in a natural and non-intrusive way, in the headline, in the introduction and also in the text. It helps to position in search engines but, above all, to help the user retain those keywords that are key for the company.
-Brevity. Each content must be concise and brief. The information must be relevant and presented in the most attractive way possible.
-Transparency. The content must be honest and transparent. Contents should not be hidden, truth or coherence lacking. If the company or product is not presented in a transparent way, a lack of trust will lead the user to stop reading the blog, or stop considering the company when they need its services.
-Audiovisual elements. Including photographs, videos, graphics… will increase the chances of attracting users’ attention and making them interact with the content or decide to share it with their followers or friends.
-Comments. Encouraging conversation with blog readers, requesting their comments or responding and always thanking users for their participation, is essential to generate a sense of community and encourage conversation.
-Authorship. The content must always be your own and if other works, studies… are cited, they must be adequately accredited. In the same way, reflecting the author of the content helps positioning if he is an expert in the subject.
-Distribution. You can create brilliant content, but if the blog does not have much traffic or is not yet well known, it could go unnoticed. In this sense, productive work is recommended to share and distribute the main publications on other platforms (forums, newsletter, social networks…) to increase their reach and dissemination.
