A Company Blog as Content Marketing

Estimated reading time: 4 minutes

A Company Blog as Content MarketingOne often overlooked content marketing component is a company blog. Although many people think of a blog as a way for individuals to share their thoughts and ideas, they are also a simple way for businesses to present themselves as experts in their industry, a critical component of successful content marketing. In addition, new search engine algorithms are requiring websites to include quality, well-written and original content. The easiest way to keep your content updated and original is by including a blog as part of your content strategy.

Owned Media

One benefit to a company blog is that it belongs to the company, unlike other forms of social media whose requirements can change at any time. It is a way to get a company message to current and potential clients 24 hours a day, seven days per week. Blogs should be viewed as a form of social media as they need to be designed to target a specific community and should be integrated with your other social media efforts as well.

Engage and Interact

One of the most important tips for using blogs as part of your content is the ability to connect all aspects of content, allowing customers to engage and interact with your content strategy. Blogging needs to be viewed as a connected activity. By allowing readers to comment and respond to a blog, your company can develop a relationship with current and potential customers beyond posts and tweets.

It is important to remember that customers now share their views of a company with the world, not just with their friends and family.

Research indicates that customers who engage with a particular brand online spend 20 to 40 percent more.

Blog Topics

Blogs provide customers with the impression that your company is an expert in their field. They can provide information about your industry, add a lighter touch to your company’s line of business and help customers discover information on their own. Unfortunately, according to Entrepreneur Magazine as many as 95 percent of business blogs miss the mark for reaching customers. This is because they are unclear on what blog topics reach their customers.

There are many topics you can relate to your business that will engage readers. For example, according to Minted.com you could create a blog on how to take the perfect holiday photo for your holiday cards. A list of the top ten, twenty or fifty holiday card photo poses is another suggestion that will attract readers. Tips on organizing your holiday mailing list is another option. A restaurant could include a blog on the history of the area around them. A pest control company could provide information on gardening tips that help prevent pests.

With search engines ranking sites with quality-written, original and updated content higher than those without it, including a blog as part of your content strategy is one of the best ways to not only engage your customer, but also to attract potential customers by setting you up as an expert in your field.

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

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