Companies of all sizes understand that one of the purposes of a company blog is to engage your customers in a conversation. It is much easier to start that conversation by providing topical information that is practical for current and future customers. Utilizing your blog effectively will help your business grow. Your writing shouldn’t be forced but it also needs to be active to show you are engaged. As your number of readers increases, you will need to give them more reasons to come back for your content. The catch is of course, “What topics do you blog about?”
Tips for Company Blogging
- New Product & Sales Announcements
- Product Reviews, Demos and Comparisons
- Customer Testimonials & Questions
- Share Your Experiences
Before you start pulling out your hair, brainstorm potential ideas with your executives, sales teams, marketing department, and anyone else who interacts with customers. These brainstorming sessions should help you form a list of topics that can be molded into any number of interesting blog posts. The point of brainstorming is to gather a large list of ideas, then some may need to be discussed further to determine if they are a good fit for company. Your big list of ideas will also include topics that are newsworthy in your specific industry. To help you get moving in the right direction, below there is a list of different approaches and ideas for your corporate blog.
New Product & Sales Announcements
Take the time to write about a new product or service you offer. Let consumers see what sets it apart from similar items that are currently available. Elevate the relevance of your products and services by giving real life applications. This will help your readers connect what you have to offer to their own lives.
You can also use your company blog as a sounding board for soon to be released items. Provide a bit of information to get people interested while possibly creating the opportunity to pre-order or test your product. Discuss the benefits of pre-ordering gifts for special occasions and holidays.
Instead of just listing your upcoming sales, give your readers a reason to come back. Try including a unique link only available on the blog that will offer a preview exclusively for your blog subscribers. They can see the future sale items with their reduced prices and you can track their interactions.
Your blog is also a great platform to launch a contest. Use one of your products and give readers one entry per day throughout the contest. Make sure you give your customer a reason to keep checking the blog for clues, as well as a way to opt out of future contact. Requiring readers to sign-up with email for entry into the contest will provide you quality contact information. To receive quality contact information, you can require readers to sign-up with their email address in order to enter the contest.
Setting up a contest with another company’s product is a good idea if you are trying to reach a broader audience. Be aware, though, that some common items are associated with spammers, so choose your product as well as your contest wisely.
Product Reviews, Demos and Comparisons
Think of blog posts that can demonstrate a product or service in a non-traditional way. Have you ever made a video of your product in action? Show its uses, how it works, or the process of assembling the product, etc. Giving your readers hidden gems of knowledge will both impress and empower them.
Discuss ways you can use your products other than how they are intended. Is there an opportunity for another industry to use your products? You may discover that your customers use your products in ways you never imagined.
Review your products with an open and honest approach. Articles written with both positive and negative points will be respected more by your customers and ultimately lead to higher sales. Readers want you to interact with them honestly instead of as a salesperson.
Customer Testimonials & Questions
Do you have questions your customers ask often? Even if your website has a frequently asked questions (FAQ) page, use a blog post to answer them. If you don’t have a FAQ page, then enough posts will help you create one.
Consumers want to save money while businesses want to make it. Provide a post with tips on how to save money by shopping online. Show your customer your insights for universal topics like how shopping online has specific benefits at holiday time.
Get creative with blog posts highlighting those great testimonials you get every week. A powerful approach is to turn a customer’s product review into a blog post. Empower your customer to become part of the community by including them in the conversation.
Share Your Experiences
How long has it been since your recounted the story of how your company came into existence? Let consumers see where it all started. Do you have old pictures that you don’t mind looking at while you talk about the past?
Share your corporate values, ideals, or culture. If this is all you talk about, it's boring. But sprinkling it in with more people-oriented content lets your readers understand the people behind the computer screens.
Create a blog post that shows your celebrations. Let readers see photos of your recent store events, company picnic, or holiday party. This can be a great way to humanize your store.
This list is focused on eCommerce businesses, but these topics and ideas could easily be tweaked for the company blogs of businesses who provide services or information. It would be easy to combine ideas from this list with your own to develop a multitude of posts for your corporate blog. Not only will this new content add value for your customers, it will help increase your search engine optimization efforts by helping to establish your company as authority in your field. Your efforts will bring new visitors to your site, as well as showing the search engines how your company is different than your competition. A steady flow of fresh content on your company blog may even bring you a new segment of customers you never targeted before.
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