As with most marketing and visibility strategies, your corporate blog must be in line with your customers’ needs. Posting informative and useful blog articles on a regular basis can generate exponential new traffic directly to your corporate website. 

Start with defining what your company blog main goal is going to be:

• Talk about your promotions, contests and new products?
• Drive qualified traffic to your entreprise website?
• Boost your search engine onpage position results?
• Add to your newsletter subscribers and contacts lists?

 1) Be content coherent

Make sure to follow clear and coherent blog content guidelines and strive not to deviate from them. An overarching theme must be found in your articles to increase reader loyalty. Take a look at how renowned bloggers do it on theirs!

 2) Choose catchy titles

Your article’s title must catch your readers’ eye and convince them to read it. A good way to do this is by asking a question or by highlighting some of its content in a tangible way, e.g., “5 Ways to Bring in New Customers.” 

 3) Your first paragraph is so critical

Your first lines should draw the reader into the article. You can raise an issue, use a quote, provide statistical data, give your opinion on news from your field, publish timely company news, etc.

 4) Finding the right tone

Contrary to websites’ formal and corporate approach, blogs tend to use a more  personal and informal style. Don’t hesitate to use familiar language and tone to talk about what will spark your readers’ curiosity. Use popular motivational phrases to introduce themes.

 5) Write articles, not sales pitches

One of the most common mistakes businesses make when writing blog articles is putting an emphasis on the promotion of a product or service. Instead, be subtle and explain what that service is, how to use it, what are benefits for customers.

 6) Use hyperlinks

Include links relevant to the content - bring your readers’ attention to something of value! Let the reader go deeper into a subject with a link to an analysis from a credible organization or a product page on your website as a complement to your article.

 7) Update regularly

A blog only stays relevant as long as it’s updated on a regular basis. A reader will not be interested in outdated news and articles. If you find you get uninspired, invite blogger friends as special guests to contribute special subject posts of their own.

 8) Foster reader participation

Invite readers to post comments on a topic at the bottom of your articles. Read their comments before you choose to publish them or not. Quickly reply to all visitors’ questions and comments, you want to show their opinions matter to you. 

Article by Philippe Sigouin, Presence Gatineau CEO

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Article by Philippe Sigouin