In fact, there is only one thing that is critical for corporate blogging success – it’s a regular and long-term work on creation and promotion of high-qualitative content. Today we are going to speak about the most important things in this aspect.
1. Creating content on the patterns of mass media
At the heart of successful business blog there is a work according to the rules of traditional editorial, which means professional approach to scheduling, creating and promoting content. Fill your blog as if you were a publisher, on the patterns of mass media, with a little difference – the results of your activity are strongly connected with overall business results.
2. Content plan
This is your editorial portfolio of topics. Its task is to get rid of acute shortage of ideas, which everyone who works in content marketing constantly faces. Content plan should be scheduled for at least one next month.
3. Content plan should be changed more often than once a month
A development of editorial plan assumes not only making a list of ideas for future. Seek for flexible scheduling by constantly looking over horizon and reflecting problems that you are going to solve in next few months.
Content plan, which has nothing but scheduling of publications, is almost useless. Look at your editorial plan as often as you can, actualize it.
Analyze publications that caused the greatest response from your audience (shares, comments and likes) and make a plan of publications on the most popular topics for a next month.
Pay attention to the articles that generate the greatest number of leads. You must increase a proportion of such content.
Alternate publishing different types of content, trying to find a balance between short news messages, long articles, infographics, videos and so on.
While developing a content plan take into consideration current needs of blog from the point of view of optimization: if you aim at increasing traffic from some specific query, then it should be reflected in your editorial plan.
4. Author’s position
Successful blogging is your own opinion on current events, it’s your personal attitude as an author. Thus, the ability to work in “personal” form, not in a genre of “corporate” journalism is a minimum condition of business blogging. Your audience should feel that they deal not with a company but with people behind it.
There’s no need to write classic press-releases, impersonal business materials and articles with company’s official opinion without any personal position. The main part of blog content should consist of materials that express author’s position on this or that topic with the name of the author.
5. Target audience
It’s very important to create non-abstract personified portrait of your target audience’s representative, because writing for a concrete person is easier than for some “audience”. You can keep in mind a portrait of your specific customer while writing a new article. Write exactly for him or her.
6. Write texts for humans
Don’t limit yourself to entering keywords in a text. Your task is not to enter them but to create an interesting material. Talk to your audience in professional language but don’t make people bored (even if you work in financial management or selling sheet metal). Write about problems which representatives of your target audience really face in everyday life. Content that solves problems is perceived by people as useful.
The visual components of your blog have a huge impact on how people perceive content. Don’t publish a single article without illustrations that emphasize a main idea. Well-chosen pictures will diversify text and motivate a visitor to read a text till the end.
Actual and interesting to your audience materials, regular updates, nice and correct design, interesting illustrations and growing targeted traffic – that’s how your blog will look like, if you follow these simple rules of blogging. Work like a publisher by forming a concept, scheduling publications, building relations with audience, blogosphere and mass media, and you will succeed.
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