October 16, 2014

Starting and Maintaining a Successful Company Blog


By Lauren C.

Blog. Blog. Blog. That’s what experts in the SEO business continue to tell companies who are looking for ways to expand their brand. However, a garbage company owner probably isn’t sure why anyone would care to read blogs that talk about different ways to compact disposable waste. He may ask himself, what good would a blog do for me, and how can I even begin coming up with enough material to maintain a weekly blog? Regardless of the type of company, SEO experts continue to argue that writing a blog is not only possible, but a fundamental part of maintaining a successful business.

Some believe that the purpose of a blog is to entertain, but this isn’t necessarily true. The primary purpose of a blog should be to bring more traffic and attention to a website. Most websites consist of an about page, a contact page, and a few other pages. Unless a company has a vast amount of pages like Amazon, there isn’t that much material for Google to index, so a blog consists of more pages that Google can in fact index. If blogs contain relevant rich keywords with valuable content, there will be more indexed pages that will show up in related search queries. Finally, a blog will help relate to the reader what it is a company does, as well as provide relevant news and statistics that exist within the industry.

The next step is the hardest: getting started. Luckily, there are proven methods that work for every company who is looking to start a blog. Here are some of these methods:

Buy a domain name. A domain name is a method of telling a computer where the user wants to go to in the form of a name, not a number. A domain name should be easy to remember, and the price will depend on the length, number of words, and the ease of spelling the name, among other factors. Research companies like GoDaddy and Web.com to compare prices and make sure your name isn’t taken first.


       Find a web host. A web host is similar to an apartment space rented out from a landlord. It simply provides a place for you to have your site and files reside in. There are many different web hosting companies, including iPage, Justhost, Bluehost, and Midphase. Research the different hosting companies to determine their bandwidth capabilities, disk space, control panels, website building capabilities, and site statistics before you make a final decision.

      Create a target audience and continue to cater to that audience in your blog. Depending on the industry, most of the people who will read or skim the blog aren’t experts. A plumbing company shouldn’t write blogs that cater to plumbers, but rather to people who need plumbing services. Companies also need to know the demographics, age, concerns, and income level of the customers who will read the blog. For example, a vacation home rental with luxury condominiums all over the globe should understand that their audience is more or less well traveled, affluent, worldly, and a little older. Cultural traditions and important issues pertaining to a specific community must be taken into account as well.

       Choose a posting schedule and stick to it. A company doesn’t have to post every day if it isn’t necessary to their industry, but they should try to post on some sort of regular schedule. Some companies might need to post more frequently, if pieces of news are pertinent to the reader base. A consistent schedule is the key here, and it’s important for companies to finish what they started. The worst type of blog is one that hasn’t been updated in a year or so.

      Use images and infographics whenever possible. People respond to visual content 60,000 more than text. Thus, a blog doesn’t always have to include lengthy articles and words. Using infographics and stock photos will really help paint a picture of the industry itself.

      Use Google Analytics to track the hits on your blog. Google Analytics is free to download and it can help you see statistics about a website’s traffic, including the blog. This way, you can see which blogs are being read more than others, and adjust future content and marketing campaigns accordingly.

      Include holiday posts, press releases, and side topics. Understanding the demographics of your audience can help you create relevant topic that spruces up the blog itself. For example, if your company is younger, liberal, and hipster-esque, a short blog on environmental policy might play well, even if your company doesn’t have much to do with that genre. It lets the audience know that you are thinking about them, and remembering who they are and what they want to hear. Similarly, holiday posts and press releases are other ways to keep customers entertained and informed on news in the industry.

Finally, make sure to promote your blog through email blasts, newsletters, and social media. Remind your customers who you are and why you do what you do on a regular basis. A well- written blog with valuable keywords is important, but a lack of marketing will render it useless. Luckily, these methods of advertising are typically low cost or no cost, and are an effective tool in promoting content.



2 comments:

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  2. mahesh k:

    Thank you for your comments; I am happy you enjoyed the post.

    ReplyDelete