Corporate Blogging is the process of creating content from the perspective of an organisation.
It contains sharing best practices, expert tips, company news and industry updates.

It’s a type of content marketing. It’s used by businesses of all types and sizes. Professional content writers, SEO specialists or executives of the business write such blogs.

What is Corporate Blogging?

To understand what is corporate blogging, we need to first look at the definition of corporate blogging. 

A corporate blog is a platform for your organisation’s leaders to discuss topics of interest. These topics are relevant to your target audience. A corporate blog can contain many individual blogs. Each blog is written and managed by a specialist in your organisation.

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It makes it easy for your target audience to discover you online when you organise blogs in such a manner.

Be consistent and post relevant articles that provide solutions to the problems of your target audience. The purpose of a corporate blog is not to push a product or even company content. Its purpose is to provide valuable resources for your target audience. Your articles should help them solve their problems.

In addition to being useful, your content should focus on specific keywords. These keywords should be related to your niche. This helps search engines direct search queries to your articles. This, in turn, helps you attract more people to your site.

The more useful the content is, the higher it will rank. To run a successful corporate blog, create structured content. It should help generate ideas and is a source of inspiration.

The process of corporate blogging is expensive and time-consuming. Therefore, it’s wise to repurpose your content in different forms over a period of time.

The Importance of Corporate Blogging

As a small business owner, it may feel like blogging is a headache. Planning content, deciding the tone and style of writing, repurposing it is difficult.

All of this costs a significant sum of money and energy which you may think can be better spent on other things. 

The truth is, corporate blogging is an effective means of driving traffic to your site. In addition, it helps generate leads, recognise your potential and increase your revenue.

Here are a few reasons why corporate blogging is so important for businesses today.

#1. Increases Brand Awareness

More articles on the internet mean more opportunities for your brand to be found online.

The higher your articles rank on search engines, the higher your site traffic will be. In addition to increasing brand awareness, it helps increase your goodwill. It also helps you stand out from your competitors.

#2. Helps Build Relationships

It’s an excellent way to create and nurture relationships with your audience. Your audience can be your customers, employees, suppliers or any other people. Readers share their opinions on your blog posts that help create two-way conversations. This boosts engagement rates and promotes brand loyalty.

#3. Makes A Brand Appear “Human”

Corporate blogging allows you to humanise your brand. The tone of your voice and the information you share creates a brand persona. Customers buy more from organisations that feel human rather than faceless corporate machines.

#4. Improves Transparency

Your audience needs to see you as an honest, straightforward and trustworthy company. You can build trust with your audience through corporate blogging. Share internal updates, behind-the-scenes and facts and figures to keep your customers updated. This is a brilliant and inexpensive way to gain goodwill and trust.

#5. Nurtures Credibility

In addition to being more transparent, a corporate blog helps you build credibility. You start gaining authority by publishing high-quality content on relevant topics. When your customers face a problem with your area of specialisation, they will head to your blog.

#6. Builds Anticipation and Excitement

Share exciting updates and publish press releases to build anticipation. Make your readers look forward to things that are going to happen soon. In addition, you’ll see increased engagement rates and traffic to your site.

#7. Generates LeadsIn web marketing, leads are prospects who are interested in buying your products or services. This is obviously the main goal for most businesses out there: to generate quality leads....

Every small business owner is trying to generate more leads. Corporate blogging not only helps you get discovered but increases site traffic. This improves and generates more leads. B2C businesses that blog receives 88% more leads every month. B2C companies generate 67% more leads by running a successful corporate blog. 

#8. Boosts Sales

Leads generated are bound to be converted. People who have done their research will buy your product because of your authority. According to research, by the time they contact you, they’ll already be 60% convinced! So essentially, your articles have done all the hard work for you!

Benefits of Corporate Blogging

Corporate blogging will help you boost your web presence.

Marketers who blog consistently are 13x more likely to see a higher return on investment than those who don’t.

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Here are the top 13 benefits of corporate blogging:

1. Helps drive traffic, registrations and subscriptions.
2. Promotes community marketing.
3. Provides a platform for feedback.
4. PR but in a non-traditional manner.
5. Helps nurture relationships with your audience.
6. Helps generate and manage leads.
7. Increases brand awareness.
8. Engage different target audiences such as journalists, experts and leaders.
9. Provide valuable information to prospective and existing customers through and beyond their journey.
10. Drives awareness.
11. Improves goodwill.
12. Increases credibility and goodwill.
13. Improves SEO and engagement rates.

How to Create a Remarkable Corporate Blogging Strategy

To run a successful corporate blog, you should be aware of the latest trends in your industry. Having said that, here are 7 steps to creating the perfect blog for your business.

1. Blog for the right audience: Understand your audience. Create articles relevant to your audience. For instance, If you run a chocolate business, create articles related to chocolates.
2. Set clear and realistic objectives: Define your business’s purpose, goals and objectives. This helps you keep your content limited to necessary posts. 
3. Form a content marketing strategy: Address the entire lifestyle of your content. Create a strategy including creating and maintaining and to remove the content.
4. Create and stick to a blogging schedule: Consistency is key. Post at least once a day and plan your content accordingly.
5. Create a content promotion strategy: Include snippets and quotes in your content. This makes it easy for your audience to share your article on social media.
6. Add personality: In addition to being informative, your blog needs to be personality-driven. Readers like putting a face to the brand. Encourage your employees to write articles.
7. Have action-driven content: Each article should focus on a message that you want to deliver to your target audience. Ensure that each article has an actionable point or a CTAA CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by... to increase lead generation.

Corporate Blogging Best Practices and Examples

Here are certain corporate blogging best practices you should follow so that you can reap the most benefits. In addition to best practices, these examples of corporate blogging will help you create a good strategy.

1. Pay Attention to The Fine Print. Blogging can lead to legal issues if not done correctly. Your business should be careful and share content that doesn’t harm the sentiments of anyone. Remember to state a clear limitation of liability and a disclaimer on your site.
2. Share Informative Content. Your employees should be well-read on the subject they’re creating content about. Avoid posting content just because you have to. Instead, publish less content if you have to as long as these posts are high-quality.
3. Create Blogging Policies. Draft a list of blogging policies to ensure that none of your employees leak your trade secrets. This will also help keep their personal lives a secret and not public. 
4. Don’t Make it a Marketing Blog. Don’t make your blog a marketing campaign. The focus of your blog should be to educate your readers and increase your brand awareness. It should not focus on a blatant promotion of your goods or services. 
5. Keep it Fresh and Relevant. Readers love brands that frequently post new content. Therefore, it’s important to keep your content timely and relevant. 
6. Show Your Company Values. Your blog is a great place to reinforce your company’s values. Use it to showcase your mission, directions and goals.
7. Encourage Employees to Create Content. Create a safe and comfortable environment where your employees can share their opinions. This will add a human touch to your brand and also increase engagement with your audience.

Examples

1. Coca-Cola’s blog is always encouraging people to use hashtags. In addition, it encourages you to promote their content on social media and take part in competitions.
2. Moz’s blog includes its author’s thoughts and profile. This allows you to directly communicate with them.
3. Dell uses its blog to share important industry updates and company news on a regular basis. This helps their stakeholders, clients and employees feel like they’re always in the loop.

The Pros and Cons of Corporate Blogging

Everyone is running a blog but if they’re doing well is an altogether different story. It’s important to weigh the pros and cons of corporate blogging before diving into it.

Pros

• Starting a blog is easy. Choose a template on Tumblr, WordPress or Blogger and voila! You’re good to go. Adding posts is as easy as sending emails.
• People keep returning to your site. To read and share opinions every time you post a new article.
• Creates a sense of community. Readers can address their issues, content authors and discuss just anything. This creates a sense of community and makes the brand feel human.
• Is an excellent source of ideas and inspiration. Your readers look up to your blog for the latest trends, inspiration and ideas. You also get a lot of feedback that helps you improve your products and services.
• The outreach is incredible. From journalists to new clients, you never know who will drop by your blog. The potential of your articles is tremendous. 

Cons

• Requires regular updates. Starting a blog is easy but running a blog isn’t. You need to be disciplined enough to be consistent. 
• Risk of getting into trouble. If you’re exposing too much, you may land yourself in trouble. For instance, if you’re sharing your criticising an industry expert, they might see it and feel offended.
• Can’t be done carelessly. It’s a reflection of your business. Therefore, your articles can’t have incorrect spellings or grammatical errors. They must contain quality content and good images.
• Is expensive and time-consuming. You’ll need to hire content writers, invite guest authors and industry experts to create new content. 
• You can’t solve all technical issues. You will need to hire experts from time to time to help fix technical issues. This will require extra time and money.

In Conclusion

Corporate blogging contributes to your organic search engine optimization and social media efforts. 

Remember to create high-quality, relevant and regular content to turn your blog into a huge success.

The more material, inspiration and ideas your employees create, the better!