6 Tips For Building An Awesome Corporate Blog

November 03, 2010  |   Blog,Social Media   |   Jameson  |   0 Comment
6 Tips For Building An Awesome Corporate Blog

While the latest social media obsession changes from week to week, the simple truth is that a well run blog should be at the foundation of most well-rounded social media strategies. Blogs don’t get too much attention from the buzz-crazed social media industry anymore, but there is still tons of value in digital marketing through blogs, especially in B2B. Search engines love them, they are a great crisis-communications management tool, they can be great at aggregating your various social media activities across Facebook, YouTube and Twitter and are a simple way to build visitor engagement into your website.

But simply installing WordPress onto your server and publishing a few posts isn’t enough. Here are a few tips on how to turn your corporate blog:

Create A Content Calendar

Have the topics, but not necessarily the titles of your blog posts set at least one month in advance. While this doesn’t mean that you shouldn’t be allowed to vary from this schedule, having a plan moving forward for how frequently you will post and the types of content you will share greatly reduces the chance that you’ll end up in the blog graveyard.

Leverage Existing Google Analytics/PPC Intelligence

Having a good understanding of current site performance, which leading organic search keywords are driving traffic to your site and which keywords offer the best conversion rates can be great ways to optimize the focus of your blog. After all, the best predictor of future success is past behavior. Learn from what works and what doesn’t, no matter what channel the intelligence comes from.

Your in-house SEO or Google PPC expert will also likely be one of the best resources moving forward to analyze your blog’s Google Analytics reports to measure progress and optimize your blog.

Publish A Blog Comment Policy

Comment policies are an almost forgotten part of corporate blogging. They are an easy way of setting standards and rules of engagement on your blog to make sure that everyone plays nice. No one wants a flame war to break out on their site and have to make up rules after the fact.

Comment policies are like car seat belts. You hope you will never have to use (enforce) them, but if you ever do, you will be glad that it is there. Here is one that we use for our client, Joslin Diabetes Center.

Define Responsibility, Share Ownership

Getting a blog off the ground can be a daunting task, so it is important to clarify exactly who in your company is ultimately responsible for the success or failure of all blogging initiatives. That person, or team, will define the structure, frequency and standards of the blog. There can be endless arguments about who exactly within the organization should own the blog, from marketing, to PR, to advertising, to HR, but the most important thing is that it goes to the team with skills to make the blog successful, no matter how you decide to define success.

But in reality, unless you work for a company of one, corporate blogging should never be done in a silo and participation should come from all departments. The blog owner should act as the shepherd, organizing and prioritizing everyone’s blogging efforts and keeping each contributor focused on how they can contribute to the overall goal.

Syndicate Your Content

The web is all about connections, so build as many as you can that bring visitors to your blog. Submit it to directories like AllTop, social news sharing sites like Digg and Delicious. With the right following Facebook and Twitter can easily become some of the top sources for referring traffic to your blog, so don’t forget to syndicate links to new posts across all channels as they are published.

You should also make sure that information on how to subscribe to your blog is easily identified.¬†Beyond simply offering an RSS feed for users to subscribe to your blog posts, don’t ignore email. Even if your audience is very tech savvy, they may prefer to stay updated on your blog posts via email instead of RSS. Rather than fight the battle of convincing your readership what you think you know what is best, give them the option to subscribe through multiple channels and let them choose their favorite.

Read, Network, Comment

The best blogs discussions often happen within the comments section and not even within the posts themselves. That is why fostering a community around your content is invaluable. Identify the top 20 blogs within your focus area and subscribe to them. Read each new post as it gets published and leave comments. Lots of them. Hundreds of them even. Find other active bloggers by identifying others that are commenting on your favorite posts. Subscribe to their content as well and continue the commenting cycle.

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