Educate, inform and entertain with high-quality content. This is the basic rule every company blog should follow in an effort to attract and maintain readers and customers.
You may be thinking a company blog is necessary for promoting the company and its products or services. Wrong. If your blog is simply self-promotional, stop now. Rather than use it as a place to endorse and try to sell your products or services, the goal of your blog should be to provide customers and other readers or bloggers with a resource that specifies in the industry of your company.
Company blogs attract readers when they are given a reason to return to the site. If people need information about your products or services, they could simply browse the main company website and product pages. However, they choose to visit and revisit blogs in hopes to obtain valuable and relevant information; the last thing you want for your company is to bore the readers and drive them away.
By providing your readers or customers with helpful and relatable content, it will build up their loyalty and trust for your company. Regularly posting high-quality content could not only build up your SEO initiative, but it could also lead to becoming a trustworthy and link-worthy blog source. The more that other readers and bloggers choose to link to your blog, the more your search engine ranking will increase. It’s simple, really. Just avoid self-promoting within your company’s blog, produce content that journalists and bloggers want to read and content that actually acts as a resource.
Don’t get me wrong, it’s okay to promote company events or a brand new product being released, but keep it minimal. Face it, people are looking for information that helps, relates to and benefits them, so aim to satisfy the wants and needs of your target audience.