• Blog Writing

How To Write My Company Blog

Joe Elvin, Financial Expert @ Article-Writing.Co
Posted On: July 12, 2018
These days, most business owners are aware of the numerous advantages of blogging.

  • They know that blogging creates multiple opportunities to rank well in Google.
  • They know a company blog is the best way to show off their company’s expertise.
  • They know that blog content is brilliant for engaging their social media audience.
  • They know that it’s a great source of leads – and ultimately more sales. According to research from Hubspot, businesses that produce 16 blog posts or more see more than four times as much traffic as those who published 0-4 blogs.
  • They’re thinking: “I’m excited to write my company blog!”

Or at least they are at the beginning…

Yet, the truth is that the majority of business owners do not know how to create a SUCCESSFUL company blog.

They’re making too many basic mistakes, barely attracting any traffic and not converting the people who do read into customers….

There’s loads of business bloggers who are persistently publishing new content on a regular basis.

Sadly, their fortunes won’t be changing no matter how many posts they write. Their blog will remain a sad lonely place, until they get the basics right.

Below is a summary of the crucial tasks you need to undertake to create an incredible company blog. These are the jobs that the amateurs simply aren’t doing…

1. Define your niche

It’s understandable that you want to boast about all of the awesome things going on at your workplace. You’re probably dying to wax lyrical about all the amazing things your business does. But this is WRONG for two reasons.

Firstly, you’re better off being the master of a few trades, rather than the business who dabbles in everything.

We’d love to be the go-to blog for ‘online marketing’ but that’s too broad for all but the biggest brands.

Instead, our blog focuses on how to create incredible written content for your business blog.

That’s pretty much all we write about. It’s much more targeted, so we attract readers who are far more interested in our services. That’s the one of the reasons why so many readers go on to investigate the article writing services we offer.

Secondly, while it’s OK to write about yourself, focus on helping your audience.

The main thing your audience cares about is having their problems solved, so do that for them.

Solve their problems. Demonstrate your expertise. Give away everything you know. But don’t boast directly about how awesome you are. That’s not how content marketing works.

Once the reader learns to trust you, they’ll search out more information about your services.

2. Develop a plan for building traffic

Don’t work hard, work smart.

By putting together a strategy for building traffic, you can ensure that all of your blog posts are surefire hits.

Here are some recommendations:

Find 10-15 keywords that your target audience is likely to be searching for. Tools like Google Keyword Planner, Ahrefs and Moz will all be helpful here.

Once you’ve done this keyword research, you’re ready to start drafting some blog topics.

For starters, you can create pillar pages surrounding all of your primary keywords. This takes a lot of work, but the payoff is huge).

Once these pillar pages are created, try discovering what sort of questions your target audience is asking on social media networks like Quora, Reddit, LinkedIn or other industry-specific  forums to find out what they’re struggling with. From there, answer their queries as best as you can.

With each post, create a list of influencers who you are going to ask to share the post. Ideally, you’ll have built professional relationships with loads of influencers in your niche. If so, they should be only too happy to help you out.

If you haven’t, a great strategy to build these relationships is to include a quote from them in one of your posts.

We’ve seen, time and again, that influencers are more willing to share work that they’ve helped contribute too, especially if you were generous enough to add a backlink to their website. After all, this will help boost their reputation as a thought leader.

Here is an example of some outreach emails that even the most popular influencers won’t be able to ignore.

3. DO SOMETHING To Stand Out

red do something image

Words will never hurt me, and they’re not enough to help a blog post to stand out from the noise in 2018 either.

Throw some cool ‘sticks and stones’ content in there that’ll impact the reader and break them from their social media scrolling slumber.

This could be an eye-catching image, a useful infographic, a fun animated video or some interactive flash content.

Use whatever resources you have at your disposal.

If you’re not convinced that eye-catching images are necessary for your content marketing efforts, check out these stats.

buffer graph about image effectiveness

buffer graph about image effectiveness

4. Turn Your Readers Into Subscribers

At the very least, you need a strong call to action at the end of your post.

It’s recommended to use this CTA to point people towards a free downloadable that goes even deeper on the subject at hand.

With this strategy, readers provide their email address, get the download sent there and are automatically added to your email list.

Sumo is a great tool, which automates this whole process, but there are tons of others out there.

Please throw your weak pathetic ineffective ‘subscribe for future updates’ CTAs in the virtual bin, alongside Chuck Norris jokes and Harlem Shake videos. They might have been cool in the past, but they’re getting completely ignored in 2018.

Neil Patel has published some detailed research-backed tips on creating powerful calls-to-action, including the best part of the page to place it.

call to action click rate graph

Give Your Company Blog A Fighting Chance

 

professional boxers fighting in a ring

While these four steps won’t turn your company blog into the next PerezHilton.com overnight, it’ll give it you a fighting chance of standing in a world where 2 MILLION blog posts are published every day.

If this all sounds like too much hassle for your tiny company, we’re not surprised. We hear this all the time, and that’s why so many businesses outsource the grind of creating a world-class blog to us.

Click the link to learn more about how our article writing services can benefit you.

Need help writing your company blog?

If writing expertly-crafted blog posts isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of creating your content, so you can get back to growing your business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.