Company websites tend to be focused on marketing products and services in a structured and formal manner. But depending on the nature of your business, a company website may leave little room for interjecting personality or communicating in an informal tone of voice. Setting up a company blog has been one way many companies have extended their brand beyond their products and services with a powerful communication tool on their website.
The benefits of a company blog can be realized in an improved branding experience by customers and prospects, more visibility for public relations initiatives and improved website traffic with content well-optimized for search engines.
Company Blog Creation Process, Marketing Strategies and Goals
The first step in creating a new blog for your company is clearing identifying marketing strategies and goals for the blog. Companies should decide how the blog should be presented to key audiences (customers, prospects, media or investors), the tone of the blog, how the blog will support branding and PR goals and overall content strategies and goals.
Some questions to answer when developing marketing strategies and goals for a company blog include:
- What type of content will be covered in your blog?
- Will blog content focus on promotional aspects of a company or informational topics in an industry?
- Will a new name or identity be developed that communicates the blog’s personality, tone or focus?
- How will the blog be integrated within the company website?
- How will the blog be promoted and integrated with other social media initiatives (such as Facebook, LinkedIn or Twitter)?
Using Blogs to Improve Company Brands
A company blog can be a very effective way to extend a brand beyond the typical structure of a company website. A blog marketing strategy should aim to support overall communication goals and can assist with key areas of branding.
- Brand recognition. With additional exposure through blogs, company brands can gain improved brand recognition within their industry – particularly if they are using the blog as an informational platform within their industry niche.
- Brand image. A company blog can be a great way to impact perceived brand image. For example, by creating a company blog that has a more informal tone and personality a brand can be seen as more approachable. Conversely, an informational blog can help support a brand image for a company as a valuable thought leader within an industry.
- Brand loyalty. Blogs can help create more meaningful connections with customers and therefore impact brand loyalty when making purchasing decisions. Company blogs can help communicate that a company is innovative, service-oriented, quality focused, forward-thinking or even charitable. These are all brand personality characteristics that help improve brand loyalty with customers.
Creating a Blog Platform to Support Public Relations
Although a company blog should not replace formal press releases or media outreach activities, it can help support PR initiatives by communicating the story behind news or events. Blogs can also be a big part of a PR social media strategy, acting as “home base” for many of a company’s social media outlets (such as Facebook, LinkedIn or Twitter). Again, because blogs can be more informal, company blogs can help communicate stories, product news, events or other information in a more personal way.
Generating More Website Traffic with Company Blogs
A blog can be an effective SEO marketing tactic to improve website traffic. The content created with company blogs often has the added benefit of generating more traffic to the main company website, supporting website goals of promoting products and services, generating leads or online sales.
Because content on a company blog tends to communicate variations of typical website content, they can be very effective in capturing search engine traffic on new keywords for a company. For example, if a company’s main keywords are “promotional items” and a blog post is focused on “hats with multicolored company logos”, the longer keyword variation (or “long-tail” keyword) on the blog can help drive website traffic that the company may not have captured without the blog post.
Company blog content that implements a keyword strategy that is optimized for search engine traffic, combined with a focus on supporting public relations and brand goals, is the key to implementing a successful company blog program.