Corporate blog is a section of a website which traditionally contains news and events of the company. It is usually quite boring and dull, but You can turn it into a really powerful promotion tool. You just need to know how to do that.
According to HubSpot, 53% of leading marketing specialists give a green light to the corporate blog. Moreover, research by IMPACT reveals that 77% of users actually read blogs and half of them proceed to making a purchase.
According to statistics 51% of blog readers become buyers.
Now, let’s learn how to make Your corporate blog interesting and useful.
1. Frequent quality posts
First of all, the blog gives room to create more content. If the blog is updated constantly and properly, search engines will favour the website and draw more traffic to it.
As reported by HubSpot, websites with blogs excel with the number of indexed pages by 434%.
This eventually leads to:
55% more visitors at the website
97%more links to the website
Proper management of the blog gives extra 55% of the audience.
Well structured texts written according to SEO requirements receive higher rating from search engine algorithms. This kind of content is necessary for the search bots to index the website.
Criteria for a properly written article
analysis of user requests;
- from 3000 to +10,000 symbols;
- 95-100% original content;
- according to BRAB ‘irrelevant’ content (off the subject, common expressions) should not exceed 30-50% (check at Advego website);
- BRAB recommends to keep the share of keywords in the text between 4-8% to avoid overload.
It is important to keep the pace and systematically refresh the content. Frequent updates will draw more attention from search engines to index new relevant content. Losing the pace can cause negative reaction from the search engines.
Thus quality is above frequency! Relevant content always gets attention from readers regardless of the publication date.
Example of the popular article ‘How to store cheese’ at Novhorod-Siverski cheese manufacturer’s website.
2. Become a source of useful information
Based on research from Statista, 36% of companies from Fortune Global 500 use corporate blogs to form public opinion and promote their product.
Entire content in blog must help the readers to solve their problems. It is helpful information that will bring them back time after time. This approach to corporate blog forms a reputation of a company as of an expert in the area.
Analyzing users’ search requests for Your subject gives You a clear understanding of their interest. Publication subjects must be relevant to the needs of the target audience. Both the users and the ‘almighty’ Google will definitely appreciate this.
Publication subjects must be relevant to the needs of the target audience.
As reported by IMPACT, 90% of the users agree that companies posting useful articles on professional subjects are interested in building long term relationship with the customers.
Example of a publication on professional subject: article ‘How to structure a website properly?’ and other from BRAB blog.
3. Dialogue with the user
The best way to establish communication with Your users and learn their preferences and interests is blog.
Comments for publications, number of views, feedback form in the blog - these all are the tools to learn users interest and involve relevant low frequency keywords.
Example of a dialogue with the user in a blog: ‘Ask our experts’ feedback form at ‘VG art-studio’ beauty shop website developed by BRAB
It also provides feedback for the quality of website content. Big number of views and their long average duration correspond to quality content and vice versa.
4. Creative presentation
People do not like reading a plain text, so make presentation creative with;
original title (not a trivial ‘blog’, but ‘encyclopedia’, ‘ideas’, ‘insights’, etc.);
use vivid characters;
original images, videos and animation.
Example of creative presentation of content in a blog: ‘Encyclopedia of Amber’ at World Amber Ukraine website developed by BRAB. Here the story of Amber production in Ukraine is presented as an interactive map.
Example: ‘History of Amber’ at World Amber Ukraine website.
Making a choice, follow the information, having impact on events - ability to take action is important for users, therefore one of the fundamentals is to let them interact with the interface of the blog.
Example of the interactive form: ‘Match With Drinks’ and ‘Match With Food’ at Novhorod-Siverski cheese manufacturer website
Here customers can choose a best match of cheese to their favourite wine is like in a game.
Example: ‘Match With Drinks’ and ‘Match With Food’
6. Tests, quests and quizzes
Quest is one of the ways to keep readers interested in Your blog. It is set in a game manner, where each achievement is awarded and motivated the user to continue the journey around the website.
These tools directly influence the following: website visit duration, number of visited pages, less quitting the site after the first page. Search engines consider all of these features when rating a website. In other words, the better are the numbers - the higher is Your Google rating.
Example: quizzes at Medical Knowledge Hub dermatological portal developed by BRAB.
Professional doctors, professors and experts make the core audience of the portal. For them quiz is a fun way to check their knowledge, prove own expertise and win extra bonuses. Awarded points can be used to get discounts for events and scholarly materials published on the website.
Example: Medical Knowledge Hub quiz
7. User-generated content
User-generated content is a true gold mine for any blog. It can be anything from publications, photo, audio and video materials to comments, tags and live communication.
The more content comes from the users, the higher activity and traffic the website gets. SEO algorithms consider ‘live’ traffic useful for visitors, besides it increases the website rating. According to KissMetrics research leading ranking of the world’s top 20 brands is by 25% determined by quality user-generated content.
Examples of user-generated blog content: ‘Case study’ section at Medical Knowledge Hub portal, developed by BRAB
Example: ‘Case study’ section at Medical Knowledge Hub portal
If You decide to start a corporate blog mind that it is first of all aimed at readers. Everytime working with this section put Yourself in readers shoes. Make sure the content is interesting and relevant. But first of all - say YES to the blog.