When faced with the idea of starting a corporate blog, you may find yourself pulled in many directions. On one side, you see your competition blogging and assume that it could do some good for your organization as well. On the other side, you wrestle with questions regarding who will create the content, what topics to cover, and how to grow your audience.
Corporate blogging is not right for everybody, but it is a marketing strategy that deserves your consideration.
Anytime I am asked about the benefits of starting a corporate blog, here is where I start:
1. An Outlet for All your Thoughts
Are you looking for a place to announce a new product or service? Are you interested in sharing advice on a particular topic? Are you ready to comment on industry news?
Regardless of what is on your mind, a corporate blog gives you a place to share your thoughts.
2. Grow your Brand
It doesn’t matter if your company is a day old or has been around for decades, you should understand the importance of strengthening its brand through any means necessary.
There are many things you can do to grow brand awareness, but corporate blogging should definitely be at the top of your list.
3. Prove yourself as an Industry Authority
This is not something that happens overnight. This is not something that happens after a few blog posts. Over time, however, people will begin to see you as an authority in your space. When this happens, don’t be surprised if you begin to generate more interest for your products and/or services.
When I first started as a freelance writer nobody knew who I was, what I offered, or what I could do for them. A few years into my career, once I was established in several key markets (finance, legal, etc.), people began to turn to me for advice. And guess what? Many of these people then turned into clients.
4. Corresponds Nicely with Other Marketing Strategies
Don’t think of a blog post as something that is published and then dies. Every piece of content that you create has legs.
You can share the post on social media. You can email the link to your mailing list. You can share it with clients and prospects.
A corporate blog is just one part of your marketing strategy, and regardless of what you have done in the past it is likely to fit in nicely as you move forward.
5. Connect with a Variety of Readers
This is one of the most overlooked benefits of maintaining a corporate blog. You can connect with current clients, engage with prospects, and provide industry readers with advice and guidance. And that is just the start. Your target audience doesn’t matter as much as your approach. Once your blog is live and you have an idea of what you want to accomplish, the sky is the limit.
Now that you have a clear understanding of the benefits associated with starting a corporate blog, now may be the best time to dig in. This one addition could forever change your marketing strategy for the better.