Every company needs a strong web presence– and a vital part of any web presence is a blog. Even if your industry is far from anything you’ve seen on blogs or social media platforms, you still need to be out there. Actually, if there is no existing blog for your industry, you’re in luck– you get to be the only show in town.
Blogs can increase traffic to your website. Your social media efforts will be magnified. Your SEO will grow. You will be giving your customers (and potential customers) information and resources, or even a glimpse into the organization at the people who help make your company strong.
Make no mistake: though blogging originated as a casual writing platform, anything with your company name must be taken seriously. Your company blog should be as thoughtful as any ad you would pay for. This is another way for you to interact with your customers, and just as you would not be misinformed or casual to them on the phone, your blogging standards should be similarly high.
Tip #1: Teach
Blogging is your opportunity to turn your company into a resource. Think you have nothing to share? Everyone is an expert in something. Try starting with the most frequently asked questions about your product or service. Do you think there is something that people outside your industry don’t know but should?
Tip #2: Interact
If your employees are comfortable, the blog is a great place to introduce your team. You can demystify company roles and humanize your organization. If people know and like your employees, they’re more likely to want to start (or continue) a business relationship with you.
A blog is also a terrific place for feedback. The customer or potential customer can respond to your content. Prompt them with questions at the end of the blog post. For example: “Have you ever experienced XYZ on the jobsite? Tell us about it in the comments!”
There may be a few unpleasant comments from people who are bored, dissatisfied, or just plain trolling for attention. This is an opportunity for you to address their concerns, or handle their remarks in a professional way. Never take bait for a fight, no matter how tempting. Likewise, never use a company blog to complain about customers, staff, or really anyone. It is an immediate turn-off, no matter how reasonable your complaint may seem at the time.
Tip #3: Use Images
Long, unbroken blocks of text are difficult or unpleasant to read (especially on a small screen). Include images to help keep readers engaged. Make sure that the images you’ve used are your own intellectual property (photos that you took yourself), or have the proper permissions/attribution. You can also use stock photo websites to buy images.
Tip #4: Use Tags
Tag each blog post with the topics you’ve covered. This will help your work appear in searches. Make sure you tag your company name, the industry you’re in, and the type of post you’re writing (“faq” or “tips” or “guide”). Check out the tags on the industry blogs that you already read.
Tip #5: Proofread
Spellcheck alone is not enough.
Every company has one person who knows how to spell everything, and which “your” to use. If you’re that person, great! You should still get someone else to proofread your work, because no matter how good you are, something always slips through the cracks. Fresh eyes are crucial. If you’re writing on your company blog and you are not entirely confident (or even if you are), ask someone to proofread your draft before it goes live. A thoughtful, carefully-written blog post is an invaluable way to get your name and message onto the web.