Is your company blog genuinely interesting? I’ve found that most company blogs aren’t, and this is often one of the biggest reasons companies fail at launching a content marketing initiative and gaining traction with SEO. Even if you have guest contributors and impressive stock images, your blog may be falling flat.
If your blog doesn’t evoke emotion, engagement, and sharing among your readers, all the highest-ranking keywords on the Internet couldn’t give it any spunk. It’s up to you and your company to revamp your blog and turn it into a resource that people not only want to read, but share – which will in turn boost your SEO.
Addressing the ProblemsThere are several common mistakes that amateur bloggers make, and just because you have a professional-looking blog doesn’t mean that you’re immune to them. One of the most frequent issues that bloggers have is their style of writing.
Often, complexity gets in the way of a compelling piece, according to CopyBlogger. Think of the type of language you use in your blog posts – is it easy to understand? Do readers have a hard time understanding the message you’re trying to convey?
Simplicity is the key to generating a following and capturing the interest of your audience. While you don’t need to dumb down your ideas, you should put effort into how you convey them.
One major issue I discussed in "Why Your Company Blog Shouldn’t Be About Your Company" is the subject matter of posts. In too many cases, I see company blogs that are all about themselves. While it’s a good idea to update readers and customers on company news and events, a blog that serves only that purpose is boring and unlikely to be very useful to new potential customers.
Another common problem is being too heavily focused on SEO. Creating posts for the sole purpose of boosting your search engine rankings will only decrease your conversion rate and repel potential customers. Instead, keep the focus on the message of your post as you write, and make your goal to please human readers; not search engine bots. While it’s good to be mindful of links and keywords throughout your piece, never let them take over your blog posts and cause things to appear awkward or unnatural.
As you look to address the specific problems of your blog, think about more than just page views. Your goal is to transform your blog into a resource that people will want to visit repeatedly, which will help to grow your reputation as an industry authority for insightful, industry-specific news and expert analysis.
Going Above and BeyondOnce you identify the key problems with your company blog, you can begin working toward reshaping your blog in such a way that truly attracts readers. Whether you’re going to spearhead this evolution or you have an in-house blogger in charge of the revamp, here are some tips to help get started in the right direction.
1. Conduct Interviews.HubSpot recommends reaching out to other industry experts to bring new flavor to your blog. Not only will this help you forge connections with influencers in your sector, but it will drive traffic to your page, lend credibility to your content, and expose your brand to new audiences in your industry.
2. Write Pieces That Read at a Quick Pace.This doesn’t mean you need to finish your posts quickly, but rather create posts that are easy to read, and skimmable. Use bullet points when possible, as well as subheaders and short paragraphs to keep the content flowing and easily digestible.
3. Be True to Your Persona.It’s important to be open and honest with your audience. This means coming out from "behind your logo" and letting readers know who works behind the scenes; this humanizes your brand, which makes it more relatable and increases brand loyalty. Your blog will give you the opportunity to express opinions and report news on a more intimate level – people become connected if they feel like they’re engaging with a person rather than a business.
4. Make Your Pieces Useful.Have you ever thought about creating a "how to" blog post or one that answers a series of questions? This is just one of the six types of blog posts I outlined, and it’s an especially strategic type because it establishes credibility, knowledge, and expertise within a niche.
5. Incorporate Visual Data.How often do you publish infographics on your blog? If you aren’t already doing so, it’s time to consider it. Readers are more likely to read, engage with, and share visually oriented pieces.
6. Tell a Story.Regardless of whether you have a professional or casual tone on your company blog, you should always try to tell a good story. Narratives can keep readers engaged and coming back for more, especially if your stories are packed with useful information.
As you update the look and feel of your company blog, you’ll be creating a portion of your website that you’ll want to show off to prospects and customers alike. It will not only establish your authority and credibility within your field, but also increase conversion rates and play a major role in SEO. If your company blog is boring, it’s time to make some changes; otherwise it’s just a time and money pit.