I sent out a message to my subscribers and referenced the corporate blog phrase. I then received a beautiful email from a subscriber who stated she had never heard of what a corporate blog is. And needed help understanding it.
Meanwhile, she has searched and understood, but she writes that maybe that’s a good signal for a new blog article.
A corporate blog is a company blog maintained by a firm or one or more of its employees.
In this article, I will delve into what a corporate blog is and what a corporate blog is excellent for, the benefits and the challenges and how you can get started with it.
What Is A Corporate Blog?
A corporate blog is nothing more than a business blog managed by one or more workers.
Blogs for businesses as a communication tool are growing more and more popular because of what many do not know.
A business blog (company blog) is a fantastic marketing tool that may assist smaller and bigger firms and corporations, start-ups (and eventually clubs) in obtaining greater attention.
A corporate blog may be topic- or service-oriented, but it can also be tied to collaboration or events.
This is generally controlled by the marketing or communications department but is increasingly being managed by social media managers, workers, agencies and external writers.
What Are The Types Of Corporate Blogs?
The most popular forms of corporate blogs are:
Knowledge Blog
Companies utilize knowledge blogs to deliver opinion-driven pieces that illustrate their competence in their industry or sector.
This helps them to strengthen their brand’s authority, which may assist in forming deeper ties with their audience and generate greater loyalty to their company.
Organic Traffic Blog
Organic traffic blogs target certain phrases that users could enter into a search engine. That helps firms get more website traffic.
This is one of the most popular blogs that organizations and enterprises utilize. That’s because it gives a number of advantages, like creating audience connections and turning readers into paying customers.
Service-Blog
With this sort of blog, the firm gives clients more information about its goods.
These may include, for example, recipes from a food company or suggestions for artisans from a construction materials expert.
The Campaign Blog
This blog normally works for a set term and is meant to assist particular advertising efforts.
Among other things, some possible subjects would be extra information about the product, allusions to social commitment during its manufacturing, or the display of ultra-modern production procedures.
CEO-Blog
Some chief executive officers find time to administer and write their blogs to address many issues such as marketing, design, education, etc.
For example, Neil Patel and Kevin Roberts.
Product Blog
Product blog is popular among huge enterprises. They discuss or have a series of corporate blogs on product use or webinars regarding the fundamentals.
For instance, Ahrefs maintains a blog where they continually update product-related news and give out ideas that assist consumers in overcoming their difficulties.
Microsoft even has a dedicated blog for Excel. With that method, Microsoft keeps its clients updated frequently and leads its customers on outstanding learning trips.
Also, Adobe gives the newest knowledge to its committed audience and shares tips and techniques in graphic design.
Customer Relationship Blog
This blog is aimed at developing a community that identifies with the firm to a certain level and so enjoys a particular connection with it.
This may, for example, be a very beneficial approach to performing online product assessments.
Company Blog
It is the most frequent kind of corporate blogging for corporations.
A corporate blog provides a forum for workers to share their experiences and communicate with their consumers.
By targeting the information people are looking for on Google, the company offers A-class content to its audience and nurtures them through the marketing funnel.
What Does A Corporate Blog Do For A Company?
A corporate blog is a really excellent chance for personal engagement and conversation between bloggers and the people who read the blog.
The corporation has the option to show itself even better on a corporate blog. With every blog article published, the likelihood of increased exposure grows.
Benefits Of Corporate Blogging
Is a corporate blog really worth it? Who reads a corporate blog these days? Isn’t corporate blogging extremely outdated? Well, did I catch you in your thoughts?
I certainly propose depending on this fascinating and diverse channel. I have listed eight reasons why a corporate blog is valuable for your firm.
You portray yourself as an industry expert.
If you produce high-quality blog entries about your business or the items you offer, you establish your expertise in the market.
An example: The firm Plantura sells items linked to sustainable gardening, balcony or home plants. With its blog, the firm has set itself the objective of making gardening accessible to everyone.
Plantura exhibits considerable professional knowledge about plants by generating interesting articles and useful directions for its users.
With its extensive blog, the Plantura firm exhibits its profound understanding of everything to do with plants.
Let’s assume you prove your knowledge of the industry – like Plantura – and create real added value for your readers; then the result and the best-case scenario for your company is: You are considered an expert for your users.
Readers will visit your blog regularly, share your content, recommend you to friends and help you to find new readers and possibly customers.
You generate reach
If you routinely produce fresh information in the form of blog entries, you can keep visitors coming back to your website.
Ideally, the blog is prominently incorporated into your business website, perhaps as a distinct menu item, and therefore helps the reach of the site.
The more visitors that come to your website, the more people will know about your company, and the more probable it is that you will create leads using it.
But beware: You only create reach if you consistently post about things that excite your audience on your blog. Therefore: Know your target group!
You create leads with a corporate blog.
In addition to material such as tips and techniques for your own department, insights into production or daily work and speciality publications.
You can provide your readers extra added value and create leads at the same time.
Provide your readers with a lead magnet, i.e. whitepapers, e-books, checklists, etc., for download or urge them to register for a sample version – with a call-to-action at a relevant time.
If you fulfil the demands of your target demographic, corporate blogging will help you turn visitors into leads.
Ranking: You acquire the top places in the search engines
There is a strong rivalry for slots on the first search results page on Google. After all, anybody that bobs about with their firm in the lower ranking areas sadly doesn’t exist from the user’s point of view.
If your firm is still in the beginning blocks or is it a tiny company, then you definitely know this difficulty well.
But no need to despair because a corporate blog may enable you to gain higher rankings.
With fascinating blog content that is search engine optimized and suited to your target group, you may offset the sinking of your site in the deluge of information on Google.
If your blog entries acquire extra traffic from comments and likes and are shared on social networks, then these user signals may provide you with higher ranks.
First impressions count: the excerpt must fit the topic of your blog article. The title and description are the first things a user sees of your website and affects whether they visit your site or not.
Improve your snippets since this will boost your click rate and have a beneficial effect on your ranking.
Are you unclear about the ideal method to optimize your blog content to rank higher? Here is a well-detailed guide on it – SEO optimization: The Ultimate Guide.
You improve the connection with your consumers.
Blog entries provide you with the ability to serve many various interest groups – consumers, sponsors, stakeholders – with specialized information and to bring attention to you and your firm.
A firm or a brand is permitted to have the attributes of excellent friends these days: you trust them and are delighted to follow them.
So share your professional knowledge and unique tips and ideas with your audience.
This deepens the consumer connection in the long run, generates trust in your brand – and provides you with new friends.
Owned Media: You are the master of your material
The material on your blog belongs to the so-called owned media, which means you are accountable for it.
Owned media refers to communication channels that are employed by the corporation itself.
The primary benefit is that, as a firm, you have complete control over the material. In addition, owned media – in contrast to paid media – is more trustworthy and real since it is not sponsored advertising.
You are in touch with your target group.
You can utilize the comment and contact option to get in touch with your readers. And get to know your target audience better and create a connection with them.
In addition, your firm becomes more real and personable for your readers by showcasing your face.
Leverage: You leverage your blog material for social media
You may arrange the subjects of your blog articles extremely carefully for your social media networks. An absolute win-win situation.
You build fascinating content for your blog, from which you may make numerous articles for your presence on LinkedIn, Xing, Facebook or Instagram.
You can also handle the seeding of your blog content in a targeted way using your own social media networks.
Should You Start A Corporate Blog – Yes Or No?
I’ll go right to the point: I won’t attempt to convince you to utilize another marketing channel for your business.
The choice for or against a corporate blog is up to you.
Even though my eight benefits for corporate blogging may have already persuaded you, I don’t want to throw you in at the deep end.
Therefore, below, you can discover obstacles that you might meet in corporate blogging.
Challenges Of A Corporate Blog
At this point, I would like to discuss the pitfalls of corporate blogging – even if the rewards exceed the cons.
Because if you underestimate blogging and the problems that come with it, you might easily wind yourself in the devil’s kitchen.
Resources
A blog demands resources – time, personnel and finances. Without a carefully thought-out strategy and resource planning, the notion of your business blog might rapidly go down the toilet.
Interaction with users
As useful as communicating with your audience via a blog is, don’t overlook how much time it takes. Be careful to plan this time.
In addition, interaction with users has to be taught. Think in advance about what information related to the firm you want to share and in what tone you communicate with your audience.
Investment
A blog does not operate carelessly. You have to put time and effort into blogging. If you don’t take your blog seriously enough and believe it’s a sideline.
You run the danger of becoming bogged down in terms of themes and persons. What remains is a readerless blog.
Important: Don’t be turned off by these problems. No master has fallen from the heavens yet.
My advice: Take one step after the next and seek assistance if you get stuck. Whether it’s an agency, a coworker or someone from your network, don’t be hesitant to ask for guidance.
Difference Between A Corporate Blog And A Personal Blog
Basically, the functionality of a business blog varies little from “normal” blogs. A business blog is not a personal blog, as many other blogs are.
A corporate blog is instead a marketing outlet. The person responsible writes stuff and publishes it. The purpose is to create more visitors to the corporate website and to bring attention to the firm, the services or goods.
Corporate Blogging Vs Social Media
Unlike Facebook and other social media platforms, corporate blogs seem to be too difficult and too time-consuming for many firms.
However, a corporate blog also provides many benefits over Facebook and Co. One of the essential considerations in favor of a blog is control over the material.
Outsiders, such as Facebook as the operator of the social media platform, cannot affect the design, the possible themes or the visibility of the entries in a business blog.
Here is a corporate blog. The corporation alone controls which themes will be handled, how clients will be approached and how content will be produced.
In addition, blogs have a totally different standing than social networking sites in terms of reliability and significance of the content.
What is on Facebook now, many people will have forgotten tomorrow. With a blog, the more personal environment and reputation created over time mean many readers will find the information more trustworthy and important.
Of course, this made corporate blogging incredibly fascinating and useful for marketing and PR reasons.
What Is The Goal Of A Corporate Blog?
One of the purposes of corporate blogs is to rank highly on search engines. Become more visible, create leads and gain new readers (users) and engage with them.
In order to manage a corporate blog effectively and efficiently, quantifiable objectives should be created.
When Does A Corporate Blog Make Sense?
You surely want your organization to be recognized and discovered. In order for your company to be discovered online, someone requires your specific domain so that they may type it in their browser.
If he does not know them, the normal route is through the search engines. Here he either enters your business name as a search phrase or your name.
With every blog post you publish on your company page, you improve your primary domain, and this has a beneficial influence on the ranking.
This enhances the possibility that you will be discovered with your business website in search engines.
Don’t forget: Share the content on social media.
In this approach, people may become aware of your firm, share these posts and even link to your profile or your corporate page (Facebook).
How To Start A Corporate Blog?
As with any other blog, there is more to it than merely creating, posting blog entries and promoting them on social media.
A well-thought-out subject and editorial strategy defines successful corporate blogs and pursue a purpose.
If you want to approach corporate blogging correctly, you need to establish a blog idea and consider the following points:
A structured build
- Which categories fit your firm, and how can you effectively display them?
- Would you want to bring attention to your service, special projects or events or provide the reader “behind the scene” insights?
Work with categories here so that the reader gets a better perspective of what he can read from you.
A carefully thought-out concept, a content strategy – preferably with an editorial plan
- Which themes, initiatives, services and products would you want to concentrate on and report on when?
- Here you should concentrate on the reader. What interests him?
- What “problem” can you assist him with?
Rough preparation is surely not out of place and will enable you to keep track of things and will not ask you the question every week: What should I merely report about?
Linking to social media
Let’s be honest; nowadays (nearly), nothing works without social media. Facebook, Instagram, and also, increasingly, LinkedIn are fantastic avenues for marketing content, i.e. your blog entries.
Not to forget Pinterest, while Pinterest is a fantastic tool for blogging even though it functions more like a search engine than a social networking site.
The objective here is that you may share your posts, that your readers and followers can also share them with their network, and that you become visible to new interested parties and readers with your content AND your business.
But don’t only depend on social media in your company. Can you remember October 4th, 2021, when Facebook, Instagram and WhatsApp were abruptly down?
This is precisely why you should consider blogging in addition to your social media networks.
Who is accountable for the content, authorship and publication?
Anyone who does not offer a hand and is responsible for drafting, entering and publishing the contributions should regard as a good team.
Blogging is time demanding. Graphic designers, photographers and experts, potentially an editor, might be of tremendous benefit to a corporate blog.
Conclusion
A corporate blog may be a highly powerful internet marketing tool. It is true that the effort is normally more than with an appearance on a social networking site, and the result does not always materialize as soon.
On the other side, a corporate blog – if it is maintained well – has the ability to connect consumers extremely firmly to the business over a lengthy period of time.
In addition, the blog may assist the business in acquiring an expert position via high-quality contributions and influence opinion as an authority on this subject.
Corporate blogs are thus especially ideal for organizations that depend on a long-term marketing plan.
