There are tons of benefits to setting up and running a blog for your company. You'll see increased traffic, your SEO will improve, and you will be seen as a thought leader in your industry.
However, even given the benefits, the process of actually establishing your blog may seem daunting. To take a little mystery out of the process, here are eight things you need to do in order to start your company blog.1. Enable Social Sharing
No matter how great your blog post might be, people are not going to share it unless you make it easy for them to do so. Enable social sharing capabilities on the social sites that are most important to your buyer personas. For example, Pinterest is typically not the first place our customers go for information about custom software or ecommerce solutions, so we don’t include it in our social sharing options. Think about including these buttons at the top of the blog near the title to increase the chances your audience will use them.
2. Set Up Blog Comments
Watching the view counter on your blog increase after you post new content can be kind of thrilling (marketers, you know it’s true) but it’s not the only, or necessarily most important, metric for success. Creating engagement among your readers is also important. Make sure you give readers a chance to interact with your content and ask questions by setting up blog comments. Depending on the CMS you’re using there are different ways to do this, but it’s a great way to let your audience discuss your content.
3. Create Email Subscriptions
Creating awesome content is not a guarantee that readers will keep returning to your blog, even if they intend to. No matter how great your content, unless you make it easy for people to find your blog again the chances are that they won’t. So don’t leave it to chance. Create email subscription options for your blog that allow people to sign up for instant, daily, weekly, or monthly email notifications. Even if they aren’t able to read your newest posts immediately, at least they’ll know they’re out and have quick access to them.
4. Know the Personas You're Trying to Reach
Understanding your personas is critical to creating a successful business blog. You have to know who your audience is in order to create interesting, meaningful content for them. For example, if your business is a pediatrician’s office, it probably doesn’t make a ton of sense to start blogging about how to best care for your pets. Sure, maybe there’s some overlap between that audience and your customers, but it’s not really catering to their needs or answering the top questions they’re going to have.
5. Choose Your Keywords
Along the same lines of knowing your personas, you need to know which keywords to include in your blogs. First, understand your personas. Then you can learn which keywords and phrases they’re using to find information. Including these keywords is critical for SEO purpose. By using relevant keywords you help your content get to the right audience and help your audience find what they’re looking for more easily.
6. Create an Editorial Calendar
Use the keywords you’ve established to create an editorial calendar. For example, if one of your keywords is “ecommerce solution” an appropriate blog topic might be “how to choose the right ecommerce solution for you.” Brainstorm potential topics to match your most important keywords. Determine the number of times you’ll post blogs each week and assign your topics to specific dates. It’s important to create and stick to a regular schedule and consistently publish new content.
7. Assign Content
Are you responsible for the editorial calendar and creating content? Is the responsibility shared in-house? Or will you be outsourcing your content to an agency? If you haven’t decided who is responsible for producing blogs they may end up falling by the wayside when other tasks take priority. Make sure every blog has an assigned author and deadline.
8. Publish and Share Content
Congratulations! You’re ready to write and publish your blog. Ideally, any given blog post should be at least 600 words, though it varies from post to post. You’ll also want to make sure you include your keywords properly. Visuals are very important to blog posts, so don’t forget to include a graphic. Finally, you’re ready to publish. Make sure you don’t just click publish and walk away. You need to promote your content by sharing it on your social media platforms.
There you have it. Blogging for your business takes a lot of dedication and work, but the set up process shouldn't stand in the way of your success. Have any questions about how to get started? Ask them in the comments below or contact us here.