The benefits of starting a corporate blog have been discussed time and time again. Before you jump into this headfirst, hoping for big things out of your new blog, it is best to take a step back and assess exactly what you are doing.
Just because others in your industry are using a corporate blog to drive traffic and increase sales does not mean you have to do the same. It may be the right choice, but at the same time it could end up bogging you down if you don’t take the right approach.
To ensure that you are on the path to success, here are three questions to answer before starting a corporate blog:
1. What Type of Information will you Share?
The answer to this question will depend largely on the goals you set.
If your primary goal is to generate leads and turn readers into sales, it would be best to focus on providing tips, guidance, and professional advice.
On the other hand, the primary purpose of your blog may be to keep your clients and prospects updated on the latest company news, such as product launches, awards, and other similar topics.
It doesn’t matter what type of information you plan on sharing. What matters is that you have an idea of the direction you are headed.
2. Do you have what it Takes to Keep it up?
It is easy to get excited about starting a corporate blog. It is easy to write a few posts per week for the first couple months. It is also easy to give up, especially if you aren’t generating the results you were hoping for.
Here are a few things you can do to protect against this:
- Create a list of 15 to 20 topics to get started on the right foot (and avoid writer’s block).
- Find others to create content. This can include anyone from a freelance writer to a coworker.
- Be realistic with your goals. It can and will take time for your blog to catch on. Be patient.
3. How will you Differentiate your Blog from the Rest of the Industry?
Earlier this year, a large real estate firm contacted me to discuss the direction of their corporate blog. One of the first things the marketing manager said to me was this:
We are covering the same topics as our competitors, however, the results are less than stellar.
That was the problem right there. For 15 months, the company never provided readers with unique, engaging content. Instead, they rehashed the same old information and hoped for a high level of results.
If you want to achieve great success with your corporate blog, don’t follow the leader. Pave your own path, starting with the topics you cover.
Once you answer these questions, you will have a clear idea of whether or not you are comfortable starting a corporate blog. If you feel good about where you stand, there is no point in waiting around any longer. And of course, if you need any assistance, you can always reach out to me for guidance.