“The essential benefit of content marketing is simply… survival”(Katherine Kotaw, CEO).
True indeed, but there’s better reasoning behind a company’s blog: communicating with customers and readership, voicing the opinions of employees, collaborators and management, showing latest releases, services, and products. And more.
Research shows that blogging replaced SEO as top traffic building strategy and 70% of consumers prefer getting to know a company’s voice through blog posts rather than targeted ads (source: Digital Marketing Resource Center). With these facts in mind, here are a few ideas and examples for what to cover on your company blog.
Structure Your Company Blog Like a Course
One of the main counterarguments of blog posts is if you publish very often, the old posts tend to slip the readers’ eyes, unless they rank top in social or search-engine search. But if a visitor clicks your homepage, chances are he/she will most likely access the latest blog posts.
To offer the best information to your readership and customers alike, structuring your blog as an online course can be just the thing to make it work. One example is AcuityTraining.
On their blog, they cover how-to articles related to Excel for business intelligence, MS Office and Adobe. As well as how to prepare for interviews or tips and guides for first-time managers, which breaks away from the traditional “company blogging”.
Add Icons and Gifs to Outline the Subject
Why stick to boring preview images, when there’s so much more out there? Besides adding gifs in the posts and setting up a casual voice for their articles, RavenTools has recently started to add icons just side to the article title.
An article that talks about mobile UX will display a smartphone icon, for example. As opposed to images and videos or gifs that require additional CDN subscriptions to compress files and ease the page load, icons occupy as little as a few kb per image and do not impact site speed. This works not just for a marketing tool business, but for any type of digital services or online products or apps.
Beyond Professional: Personal Advice for Your Customers
A company blog doesn’t always have to stick to company products or services. You can do so much more, such as promote the stories of your customers as blog posts, share life at headquarters beyond Insta stories.
Or why not simply discuss overcoming difficult moments in life, like WP Diamonds does on their blog? The company blog covers important aspects such as recovering after a divorce, what to do with jewelry as inheritance, lifehacks for readers, and more. All using a positive voice as empowerment to men and women worldwide.
More than a Health Directory
Directories have existed since forever, but what if yours could go beyond? GreenGoodnessCo is a fine example of a health directory exceeding limits.
Their blog section is filled with recipes, how-to articles, wellness and health resources, experts highlights, user stories, local best healthy meals, restaurants, juice bars, and more. This approach does not only help businesses with local listings, but also aid visitors looking for more than just a place to eat, drink, hang out at.
Remember that 70% of consumers prefer getting to know a company’s voice through blog posts, which means business blogging is still highly relevant. How you do it, it’s only up to you. You can go beyond the typical approach by
- a) structuring your blog as an online course, like AcuityTraining;
- b) using icons side to article titles so people understand the overall topic before they click, following RavenTools’s example;
- c) going beyond professional, and addressing pressing issues of today’s society such as divorce, marriage, lifehacks, like in the case of WP Diamonds; and,
- d) reinventing a concept such as GreenGoodnessCo’s health directory into a new place for users to find inspiration, information, and motivation for a better, healthier lifestyle.