Tips on Writing a Corporate Blog

Almost every business seems to have realised that having a corporate blog is a good idea. Unfortunately, those that do a good job in the blog department are few and far between. Where do they all go wrong?

The Benefits of a Corporate Blog

Well-written corporate blogs have many features to be praised for. First of all, they're a great way of ensuring your site has a regular flow of fresh content. This is a ranking factor for major search engines as they take regular content updates as a signal that the website is being maintained and getting attention.
Secondly, a corporate blog is a great way to show prospective clients you're ahead of the game. Actively discussing subjects that are topical to your industry shows you care about following news, trends and innovations, and are willing to incorporate them in your work or, justifiably, ignore them.
Blogs can also serve as a great way for people to discover your company in the first place. If search engines produce your blog page among their results, people are likely to click through and see what it's all about.

Corporate Blog Faux-Pas

The biggest and saddest trend is for companies to launch a blog, be excited about it for a few weeks and subsequently neglect it. Less posts means less new pages for search engines to index. A long-forgotten blog also makes site visitors question whether that might mean you are no longer open for service, or simply leave an unprofessional impression.
Corporate blogs that lack a clear focus are also unlikely to be beneficial. If you are a company that produces children's toys, don't talk about rising unemployment in your blog. Your blog is not the place people would come to for that kind of information, nor are you, unfortunately, likely to be considered an expert in the matter. So unless you can directly tie a story in with your brand, avoid it.
This ties in with how much you can afford to say in your blog. Remember it's not a personal blog, but is linked to your corporate image. So don't just slag off competitors and constantly discuss things you dislike. Make sure everyone involved in producing content for the blog is aware of your editorial guidelines.
All too often bloggers forget the importance of grammar and spell checks. It simply shouldn't be allowed to upload content to a CMS before it's been proofread at least once. Your blog greatly contributes to your brand's image so you don't want to tarnish it with typos and misplaced punctuation marks.

What Makes a Good Corporate Blog

A good corporate blog is updated on a regular basis, and produces a constant flow of topical, reliable content that sparks a thought or conversation post-read.
It is written by people who are clearly interested in writing, and write well. The best blogs are also meticulously proofread.
Topics are fresh and relevant so as to enhance your chance of being pushed up the search engine results ladder, and increase the likelihood of your blog being shared through social media.
To achieve true blog success, you should roll out a content strategy that includes an editorial guidelines, a calendar, and explores your audiences, discovering new niches and gaps in the market. It will also set roles and goals for team members involved in the blog.

The best SEO UK and international agencies can advise on the best approach to company blogs, and how to to go about devising a content strategy. If you're blog is suffering from any of the faux-pas listed above, it's time to call in the professional troops to sort it out.

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