No matter how big or small your company is, creating a company blog is the first step to digital marketing. It begins by putting your name out there to expand your space. Let’s look at the ways how you can do it right and where you may go wrong.
The first trap that you, as an owner of a small company, can get into is thinking that blogs are nothing more than long form of public advertising. You tell your content team to sell your product by providing value propositions i.e. by putting all the benefits upfront your audience. And ask them to build up on it because that’s the way how marketing works. Right?
Apparently, not for a blog. When it comes to reading a blog people are there for a story that they can connect with and not for value proposition.
But of course you are not writing a blog because you want to become a writer, you want conversions and value propositions are the way to do it. That’s also right. But you need to put them cleverly in your content and they themselves should not be the driving force behind it. Also, be aware of the mistakes that are killing your networking opportunities.
The rule of the thumb is to make a clear distinction between a sales pitch and an informative content. Let me give you an example. I knew this email marketing company who used to begin their blogs with something like this, “How an email marketing company can boost your conversion rate.”
A better approach would have been to use, “Your top 3 ways to boost conversion rate without spending hoards of money.” and then include email marketing in that list. Your audience will read it because they will be looking for something informative and this sounds like one. Know that it’s important to target the right audience for your business.
Even if you try to sell the best thing ever made but this best thing has a certain way of providing you the benefit than this benefit will always work in overshadowing the actual utility of that substance.
Being generous means you give first and ask something in return at the very end. You should focus on that one thing your target audience is struggling with and in the end provide that solution. That’s the best way to make give and take work.
When writing a blog do some research. Read the best articles. Suppose the top article that you see on Google is a 1500 word article. Go beyond that and write a 2000 to 2500 word article providing your audience with every minute detail and steps to tackle the problem. Couple your article with a synoptic infographic. Beat your competitor by providing more to the users than what they can.
You have to keep publishing your content on regular basis. Frequency is the trick. If you think that a quality article once a week is sufficient enough then you are wrong. You might as well not do it then. You need both, quality and quantity. Hire some writers and publish 2 to 3 articles on daily basis.
A simple reason to this is because there is so much of content being published out there, that to have a voice you need also need to do the same thing. No one goes viral in there first attempt, but you can increase your probability to go viral by publishing as much content as possible.
The first thing to making a good beat is to buy a good instrument. By that I mean to not just publish your content on your company website but also use social media to your advantage. Here you will have a lot of room to grow up.
Use LinkedIn, Quora or Medium to build and expand your audience so that you can eventually direct them back to your webpage.
Initially, it may sound like a hefty work to start off with, but trust me the first steps of every thing great are always the most difficult. That’s because they involve creating new habits. But once habits are created it is easy to carry forward and maintain a steady pace.