corporate blogging strategy

Forget the Tortoise, Be a Corporate Blogging Hare

In many areas of business, you can be the tortoise or you can be the hare. There are times when slow and steady wins the race. There are also times when fast is good, faster is better, and fastest is best.

When it comes to corporate blogging, there is no point in sitting on your hands and waiting for something good to happen. Even if you make mistakes, even if you travel down the wrong path, moving fast puts you in position for early success.

Excuses will Slow you Down

Analysis paralysis is real. The more you stare at your blog and the more ideas you consider, the more difficult it will become to pull the trigger. This isn’t to say you should dive in headfirst without a plan. However, if you continually avoid the first step you will never make progress.

Continue reading…

Calipari lessons on blogging

5 Corporate Blogging Techniques I Learned from John Calipari

Most people don’t associate corporate blogging with sports, but as a huge college basketball fan, I always try to draw comparisons between business and life on the court.

John Calipari, the current head men’s basketball coach at the University of Kentucky, is one of the top coaches in the game today. Since arriving in Lexington for the start of the 2009-2010 season, he has compiled a record of 190-38. This includes four trips to the Final Four, including a national championship in 2011-2012.

What does this have to do with corporate blogging? Not much. Even so, Calipari’s approach to the game has taught me a lot about blogging and business in general. Continue reading…

common corporate blog mistakes

Top 5 Corporate Blog Mistakes and How to Overcome Them

There are a few things you can do to position your corporate blog for success. Conversely, there are mistakes you must avoid if you want to find yourself on the road to reaching your goals.

Marketing professionals are producing more content than ever before, with 70 percent noting that they have increased production over the past year. Even so, there is a difference between creating just any content and creating quality content.

A corporate blog gives your organization an outlet for publishing a variety of content. From there, it can be distributed through a variety of channels, ranging from email marketing to social media marketing.

Blogging Mistakes to Avoid

It’s easy to understand the power of corporate blogging. It’s difficult to stay on track, day after day, as there are a variety of mistakes that could sink your ship. While mistakes are inevitable, the old adage holds true: knowledge is power.

Here are five corporate blog errors to avoid, as well as advice on overcoming each one. Continue reading…

3 Questions to Answer Before Starting a Corporate Blog

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.

3 Structural Changes for your Next Blog Post

As you become more comfortable creating content for your corporate blog, you may slip into the trend of using the same structure time and time again. While there is nothing wrong with keeping the same basic structure, there are changes you can make to better engage your audience.

Here are three simple to implement structural changes that can yield positive results:

1. Use Lists

From numbers (the structure of this post) to bullet points, a lot of good can come from this approach.

From your perspective, lists will allow you to more efficiently gather and express your thoughts.

From the reader’s perspective, a list is easier to follow when compared to long paragraphs stacked on top of one another.

2. Question and Answer

As an industry expert, you know more than anybody what your audience is thinking. For this reason, it makes sense to pose questions from time to time in your blog posts.

By doing this, you can better identify with your audience while also providing answers to important questions.

3. Dig Up Quotes

This is not something you are likely to do with every blog post, but adding a quote here and there is an excellent idea. Here are a few places to turn for quotes:

  • Coworkers
  • Clients
  • Industry sources such as research firms and third party websites

Your voice and opinion may be solid, but there are times when adding a quote from another party is beneficial. It may take some time to dig up a quote, but in the end it will make for a much stronger post.

By making one or more of the structural changes detailed above, your next blog post will be easier to compose and more attractive to your audience. Furthermore, it will provide some variety, which is essential for those who have fallen into a rut.

5 Biggest Benefits of Starting a Corporate Blog

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.