A company blog is a communication tool that companies use to publish content related to their business, products, and services, or the industry they operate in. It is a part of a company's website that regularly posts articles, posts, guides, news, case studies, and other content that may be of interest to customers, business partners, and other people involved in a given industry.
Through regular blog posts, a company can share its knowledge, experience and opinions, engaging its audience and supporting marketing activities.
Want to run a successful blog but don't know where to start? Our guide will show you how to do it step by step!
Why is it worth starting a company blog? There are many reasons, and we have listed the most important ones:
The first step to creating a corporate blog is to determine who your primary audience is. Defining your target audience will help you choose the right topics, tone of communication, and content presentation.
Think about who your customers are—their age, gender, profession, interests, problems, and needs. Understanding these aspects will allow you to create content that will answer the specific questions and needs of your audience.
Think about what goals you want to achieve with your blog. These may include:
Setting goals will allow you to measure the effectiveness of your blog and help you choose the right KPIs.
Once you have your target audience and goals in mind, it’s time to choose topics that will be interesting and valuable to your audience. Focus on topics that are relevant to your industry, problems customers may face, and answers to frequently asked questions. Topic inspiration can come from:
Create a list of potential blog topics. You can brainstorm with your team or analyze user search queries on Google. Prioritize and choose topics that will be most appealing and valuable to your target audience.
Keywords are phrases that users type into search engines when looking for information. To make your blog visible in search results, you need to ensure that your content is properly optimized. Use keyword analysis tools (e.g. Google Keyword Planner, SEMrush, Ahrefs) to find popular and relevant phrases that you can use in your articles.
Based on the selected topics and keywords, create a publication schedule. Regularity is very important for running a blog, so it is worth establishing a fixed rhythm of publications, e.g. once a week or twice a month. The schedule should include publication dates, article titles, keywords and the people responsible for preparing them.
In order for a company blog to support positioning, it must be optimized for SEO. A few aspects worth considering are:
HERE you will find more SEO tools that will help you in your daily work.
The title is one of the most important SEO elements. It should be short (maximum 60 characters), contain the main keyword and encourage clicking.
The meta description should include the keyword and be a description of the article that will encourage users to click in the search results. The optimal length is 150-160 characters.
Blog images should be SEO-optimized—their filenames and alt descriptions should include keywords.
Include links to other blog posts and product pages to increase the time users spend on your page and aid their navigation.
Link to valuable, reliable external sources, which can improve your blog's credibility in the eyes of Google.
Repurpose existing content in a variety of formats. For example, take a longer article and turn it into an infographic, social media post, video, or e-book.
Promote new posts on your company's social media profiles. Create engaging posts that encourage people to click and share.
Regularly send newsletters with the latest articles to your subscribers. This will increase what you care about most: blog traffic and audience engagement.
You can find more valuable, specific advice here:
Why is it worth keeping a company blog?
Running a corporate blog is not a difficult task, and it can bring many benefits. Here they are!
A company blog attracts new visitors with regularly published, valuable content. Articles that answer user questions and address topics that are important to them can generate organic traffic from search engines. The more articles a blog contains, the more likely a user will find the site while searching for information on Google. Blog content can also be shared on social media, which further increases reach and visitor numbers.
Each blog entry is an additional page on the website that can be indexed by search engines. Properly optimized articles, containing the right keywords, internal and external links, can significantly improve the position of the page in search results. Regularly adding new content signals to search engines that the site is active, which can improve its ranking. What's more, valuable content can attract natural links from other sites, which also has a positive effect on SEO.
A company blog is a great tool for building an image of an expert in the industry. By sharing knowledge, experience and thoughts, the company shows that it understands the needs of its customers and is able to provide valuable information. Regularly publishing articles on topics that are important to the target group builds trust and loyalty of customers, which translates into long-term business relationships. Customer trust also increases their willingness to use the offered products or services.
Every blog post can be an opportunity to generate sales leads. Including calls to action, such as an invitation to sign up for a newsletter, download a free e-book, or take advantage of a trial offer, can effectively attract new customers. A blog also allows you to precisely target offers to customer segments who are interested in specific topics or products. Valuable content can also be supported by remarketing campaigns, which encourage visitors to reconnect with the brand.
Running a blog enables direct communication with customers. Comments under articles, questions and user opinions can become a valuable source of feedback. This allows for a better understanding of customer needs and expectations and quick response to their questions or problems. Valuable content, quizzes, contests or surveys increase their engagement, which positively affects brand loyalty.
Blog content has a longer shelf life than social media posts or paid ads. Well-written articles can generate traffic and new customers for years, making them a high-value investment. Any post that answers a specific question or problem for a user has the potential to become an evergreen, or content with long-term value that will generate traffic and interest for a long time.
A company blog is one of the most important elements of a good content marketing strategy. Published content can be used in many different ways – as material for newsletters, social media posts, e-books, webinars or infographics. Recycling content allows for the maximum use of already created materials, increasing their reach and impact. Various content formats can reach different groups of recipients, preferring different forms of communication.
Regularly publishing content on a blog helps build brand recognition. Each post is another opportunity to connect with potential customers, which can help your company be remembered as a reliable source of information and an expert in its field. Increased brand awareness often leads to increased interest in your offering, which translates into more enquiries and increased sales.
Running a company blog is also a great opportunity to develop your internal team. Preparing valuable articles requires research, trend analysis and exploring industry topics, which helps expand employee knowledge and develop their skills. A blog can also serve as a platform for sharing company successes, case studies or innovations, which motivates employees and builds a sense of pride in the organization's achievements.
A company blog builds authority, supports SEO, generates leads and enables direct communication with customers.
The cost of running a corporate blog depends on many factors: hosting costs, purchasing SEO tools, fees for creating content and graphics, as well as possible promotional expenses.
The main errors are:
Don't be afraid to use AI! AI tools like ChatGPT can help with idea generation, content creation, SEO optimization, and data analysis.
This depends on the resources and skills available in the company. Writing content in-house allows for better control over quality and style, but outsourcing can provide access to specialist knowledge and save time.
—
Don't know how to take care of your company blog? Contact us and we will help you create a content strategy that will bring real results !