How to start a company blog? Step-by-step instructions

A company blog is nowadays an essential channel of communication between a brand and its customers – including potential customers. It can be used to present what is new in the offer, but above all to convince customers of the company’s professionalism and strong competence base (creating an expert brand image). If you are still not blogging, it is high time to catch up. How do you start a company blog? We have prepared step-by-step instructions for you – it really isn’t difficult.

Start by checking that you have a blog module on your website

A company blog is best hosted on the company/shop website, as this brings good results from the point of view of the website’s positioning. First of all, you need to make sure that the website’s contractor has created an appropriate module for publishing new articles from within the CMS system. If not, you will need to add such a module – this way, the publishing of articles can be handled by anyone who gains access to the CMS, such as the business owner.

Develop a list of topics

Before you get down to blogging, you need to know what you want to write about. Don’t count on ideas coming on their own and managing to write articles spontaneously. You will quickly discover that blogging is relatively hard work, certainly time-consuming, and the biggest problem is… lack of inspiration.

Therefore, at the very beginning, it is advisable to draw up a list of, for example, 100 topics that you definitely want to cover on your blog, that are of interest to your readers and therefore also to your customers.

Choose keywords

A company blog is a powerful SEO tool. Any effective SEO strategy for a website includes the creation of new, valuable articles. It’s a great way to ‘sneak’ keywords onto a page – and in a way that is rewarded by search engine robots, which, thanks to AI technology, are able to recognise useful articles (as well as worthless ones, for which a page may be penalised with a lower ranking).

So, at the very beginning of your blogging adventure, develop a list of keywords relevant to your industry that can be the starting point for new articles.

Develop a blogging strategy

While the word ‘strategy’ may seem over the top to you, it really is spot on here. There is more to running a company blog than just writing and publishing an article. In order to really benefit from blogging, you need to know how often to create new content, when to publish it, what style of writing to adopt, who to target articles to, how extensive the posts should be and so on.

It is a good idea to create a template according to which all articles will be created and published. This will allow you to maintain consistency of expression, which is very important from an image point of view.

Advice: Promote articles externally, for which you can use company social media channels or newsletters, for example.

Find an copywriter for your company blog

You need to realise that running a company blog is very demanding in terms of time and energy. If you already have a lot of things on your plate, you should seriously consider whether you are sure you can find the space to create new articles – you may find that after just a few weeks it becomes an unpleasant chore, with the quality and frequency of your content suffering.

It may therefore be better to outsource the writing of articles for your blog to an external agency that has experience in this and will ensure that the articles are attractive to both readers and search engine robots.

Remember also that running a company blog should not be calculated strictly to increase sales. It is not an advertising tool. A blog serves two purposes: to build Google search engine reach and to professionalise your brand image. Be patient, do not expect immediate results and ensure that your blog posts are of good quality and published regularly. This will eventually bring good results.


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