By: Courtney Let's assume we're on the same (virtual) page about whether or not your business needs a blog. You need one. For reasons from customer engagement to search engine optimization (SEO) and everything in between, building a solid company blog is worth your time and effort. How do you make sure the content you put out there doesn't make your business look…dumb? Avoid these all-too-common mistakes:
Write blogs that could double as sales letters. A good blog will support conversions and sales efforts, but that doesn't mean your posts should be the digital equivalent of cold calls. Don't push product. Push knowledge.
Aim for dissertation-length posts. Your readers might want the hundreds of pages worth of data in your head, but they're more likely to digest it in 300-word chunks. Pace yourself.
Keep your tone serious and your language formal. If you can't already tell by the title of this blog, writing for this medium can be a bit more casual than, say, writing a financial report for your investors. A good blog connects your business to your prospects – as long as the language is inviting and the content useful.
Post whenever you feel the urge. Get on a schedule so you can form a blog habit that's harder to kick than that 3 p.m. trip to the vending machine. You'll write more often, your readers will learn to look for your posts on certain days, and your SEO value will benefit.
Write it and forget it. Before you know it, you'll have a library of posts, and many of them will be evergreen. Link back to them to support new content, and curate existing blogs into lists focused on specific topics.
Trust readers to come to you. No doubt, you have a killer company blog. But no one is going to see it if you don't make it easy to find. Use your keywords well in headlines, body text, tags and metadescriptions. Post links to your blog on company Facebook and Twitter accounts, and add a link to your blog in your email signature.
Mind your own business. Blogging should not be a lonely endeavor. Read relevant blogs in your industry. Comment on them. Link to them. Build on ideas that begin elsewhere, and frame those posts as conversations, giving credit to those who spark your ideas.
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