The days of faceless, shadowy, impersonal corporations are over. These days, the more a company can connect with customers on a personal level, the more likely that customer is to bring their business back. Online, this means communicating with customers in a meaningful way, and engaging them with useful and well-written information. Simply put, corporations that publish company blogs on their websites have more success connecting, and are more than 40% more likely to retain web searchers than sites without a blog.
So who gets to write your blog? If you have someone in-house who has a clear writing style, an attention to grammatical detail, and can explain complicated things in a simple way, then that’s your blog writer. But don’t be afraid to outsource your writing. Professional copywriters already possess all the previously mentioned skills… all they need is information on your company, and they can generate a great blog for you.
What should your blog say? If there is any aspect about your company that is not well-understood by the public, that’s a great topic to explore in a blog. Readers expect blogs to be less formal in nature, and so you can break down the technical jargon into more a more conversational style. But above all else, make your information useful, informative, and engaging. Don’t make your blog a sales pitch in disguise. Make it a source of valuable information your readers will appreciate.
Once the blog is written, there’s still one more step: It needs to be optimized, just like the rest of your website. When it comes to a blog SEO can be every bit as crucial as it is for your entire site. You can find many SEO tips for blogs and blog writers in the online forums, but if you already have your page optimized by an SEO service or reseller, then the chances are good that they’ll have the experts on-hand to optimize your blog as well.
The kind of blog SEO experts produce or tweak is a great way to raise your search rankings, all while giving your customers and would-be clients valuable information. And if it’s information they share with friends, your marketing dollars have gone that much further.