So Your Company Has A New Blog – Now What?

So Your Company Has A New Blog – Now What?

You’ve carved out space on your web page for it. You’ve given it a catchy title. You’re ready to distribute links for it out into the social media universe via your Facebook, Twitter and LinkedIn accounts.

You’ve carved out space on your web page for it. You’ve given it a catchy title. You’re ready to distribute links for it out into the social media universe via your Facebook, Twitter and LinkedIn accounts. And your CEO has given you a rock-solid commitment that maybe, just maybe, if he’s not too busy, if he can squeeze in the time, then he might be able to contribute to it…probably.

Now all that’s needed is to start filling this thing called a “blog” with smart, compelling, shareable content, and the business will start rolling in like a mighty river.

Or not, because plunging into a blog without thinking through some key issues is a recipe for disappointment.

Some things to consider:

  • Strategy – Looking to generate sales leads? Build a customer community? Be seen as an industry thought-leader? Put real names, faces and stories on a brand? All of those are viable blog strategies, and knowing that can help you come up blog post topics that can inform/educate customers without selling to them, and that’s always the goal.
  • Frequency – Set up an editorial calendar, just like those dinosaurs in the print business used to do before the Internet meteor wiped them all out. (Oh wait, those tectonic plates are still shifting? Never mind.) A popular method is to pick a monthly overall topic, and then write 1-2 posts per week addressing different angles of that topic. But make sure there’s fresh content at least once a week.
  • Optimization – The more original content on a business website via a blog, the more search engines show their love. Use the SEO tool of your choice to come up with key phrases to sprinkle in blog post titles and within the body of the copy (but not too much; that search engine passion can cool off faster than the average Kardashian marriage if Google’s algorithms think they’re being gamed).

Those three points can provide a solid foundation for business storytelling via blogging. Add one more overriding theme: managed expectations. It takes time to develop a community. Keep in mind that it’s not necessarily about revenue; it’s about reputation and repeat visits to a website. Make sure that CEO who maybe, probably, kinda wants to blog knows that.

CI-Group, a New Jersey advertising agency, provides digital marketing and advertising consulting to Fortune 2000 companies in a wide range of industries. Founded nearly 30 years ago and based in Whitehouse, N.J., CI-Group is recognized as a top advertising agency specializing in marketing strategies, event marketing, promotions, direct marketing, digital printing, warehousing and fulfillment. Companies seeking an award-winning interactive agency that merges creative strategies with effective tactics should call 908-534-6100 or visit www.ci-group.com.

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