Businesses should think of a blog as a home base for company news and opinions, and as a venue to disseminate information about their products and services. Blogs can generate sales leads by attracting potential customers to the site. They help a company to establish themselves as experts in a particular product line or service, and are a good for generating conversation about a product or service.
When writing a blog, it is important to define what the goals and objectives are so that anyone writing for the blog knows who the audience is and what results are expected.
Although one person can write a blog as a spokesperson for the company (such as the CEO or other executive), try to search out other interesting voices in an organization that might be willing to write a blog entry. Look for someone who is passionate, enthusiastic and can bring a “fresh” perspective to company topics and the product line. Find out who in the company posts blogs for personal topics – since they like to write, they might be willing to contribute to the company blog. And call us for help! We can ghost-write this for you.
This depends on the product line. If the product line is very diverse, it could be advantageous to have several blogs – but you have to make sure that someone is monitoring and managing the various blogs. A blog can also have separate tabs or tags for various product lines or services.
Infographics, such as photos and videos, are an ideal alternative to text or for use along with text. Graphics provide an instant “snapshot” of what you are trying to say. The graphics don’t have to be complicated, so don’t be intimidated by using them.
Here are a few examples of sites where photos can be sourced:
You can also make your own videos with a Bloggie camera. These cameras can be used to take short videos at trade shows, interviews, product demonstrations, or plant tours.
Engage with other influencers in your industry – answer and comment on Twitter, Facebook and Pinterest. Link back to others on blog posts. Continually share content on as many social sites as possible.
If you post daily, you can build an audience that will return on a regular basis to see what you are writing about. Posting once a month will probably not generate a return audience on a regular basis.
Create good content. Link to other blogs. Research and use keywords of your company or product. Optimize content from the top down – the headline should contain the keyword, and use the keyword again in the first paragraph as close as possible to the headline. Headlines should have 22 words or less; with eight words as optimal for a headline.
Use a site such as bitly.com – it allows you to share and post clicks. It’s a good idea to continually monitor feedback to blogs and make any adjustments needed – to topics, links and writers.
CCI has extensive experience in setting up blogs and helping businesses find their blog niche. Let us show you how to get started communicating with your audience – before you know it you will be blogging too!