How To Create a Corporate Blog Strategy

Blogging is so powerful, underutilized, and not always fully understood. Creating a corporate blog strategy that aligns with your business goals and objectives can result in more website traffic and more leads. It can also serve as an amazing resource for current customers, prospective clients, and your internal team.

Our agency helps B2B businesses generate leads at a national scale by developing a strategic corporate blog strategy. Below are key takeaways that will help you win with corporate blogging. If you are looking for a personalized corporate blog strategy, contact The Media Captain today!

Why Does My Company Need a Blog?

Blogging is one of the most fundamental aspects of a successful SEO and content marketing strategy, and for a good reason. Studies show that regular blogging can result in substantial ROI increases, page visits, and conversions.

  • Blogs can result in a 434% increase in indexed pages and a 97% increase in indexed links. (DemandMetric)
  • Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)
  • Businesses that blog get 55% more website visitors than businesses that don’t. (HubSpot)
  • Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)

For years, companies have been using blogs to deliver valuable, well-written content to their target audience. Consistently posting high-quality content is a sure-fire way to establish your brand within your niche, prove your industry knowledge to potential clients, and boost your website’s search results rankings.

The Benefits of Blogging

Blogs offer flexibility and content depth, allowing companies to incorporate them on their website in various ways to best suit their marketing goals. A website blog can be tailored to meet your content marketing goals, making these posts a valuable tool in any digital marketing strategy. Plus, a blog is a perfect place to shape your brand personality, allowing you to build a better relationship with your audience.

A successful blogging strategy can have enormous benefits for any content marketing plan. High-quality, regular blog content provides value to your target audience by informing them of products, services, or industry news. Regularly publishing new content creates opportunities for more people to find your website on Google by improving your website’s SEO (search engine optimization). High-quality content marketing keeps your website visitors sticking around longer and coming back to your site more frequently. When you have a great blog, it can also serve as a resource and other sites will link back to it,  improving the overall authority of your site

Blogging Increases Organic Traffic Through Search Engine Optimization

The more quality, authoritative, and well-researched posts you create, the higher your blog will appear on search results, further driving organic search visitors to your website without having to pay for advertising.  You don’t want your content to be thin as this can actually hurt your SEO rankings. You want to follow the rules of E-A-T (establishing authoritativeness and trustworthiness). 

Your website’s Google search rankings can be influenced by creating and executing a corporate blog strategy. Blogs consistently generate traffic no matter the industry because, if written correctly, they can match what searchers are looking for by providing authoritative, trustworthy content from an expert source. Content that fits these criteria gets highly prioritized by search engines, resulting in more views and visitors over time. 

High-quality corporate blog posts are also typically linked as resources across the internet, increasing visibility and brand awareness for its original creators. The beauty of SEO is that it is, to some degree, a self-fulfilling process: The more factors you have working in your favor, the more traffic your website gets, which boosts your rankings, which gets you more visitors, and the cycle repeats.

How To Build A Winning Blog Strategy

Blogging can be a successful way to grow website traffic because it allows a company to create content that covers topics that people are searching for on Google. But, unfortunately, it is not a simple field of dreams situation, where if you build it – they will come.  

Successful blogging requires understanding what you want from your blog, how it fits into your overall marketing strategy, your target audience, and a ton of other factors that will affect how you should approach your corporate blog strategy. 

To get off on the right foot, it’s best to have a plan. Creating a blog content strategy is an excellent way to ensure you get the ROI you’re looking for from your efforts. In this article, we’ll look at why blogging is essential in today’s day and age and how to build a winning blogging strategy from the ground up.

Start by Defining Your Blog’s Purpose

The first and most crucial step of developing a blogging strategy is determining your blog’s topic and purpose. This should be something you can boil down to a sentence or two, such as: 

  • This blog will educate and inform readers about the role of this technology/product/service for their industry(s). 
  • This blog will tell the story of our brand and its successful clients to support our sales team.
  • This blog will inform potential customers about the benefits of this product/service and how it can be incorporated into their business.

Figuring out what kind of blog is best suited to your goals requires understanding your brand’s target audience, their needs, your expertise, and your resources. Consider these factors carefully; your blog’s purpose should align with its content, presentation, and overall marketing strategy.

Who Will Be Your Target Audience?

Determining your target audience is a critical step in building your blogging strategy. You wouldn’t create an ad campaign without considering target demographics and the same principle applies here. Without a clearly defined audience, you’re writing in the wind, hoping that whoever reads your content is exactly who you’re trying to reach. 

Instead, every post you make should be written with a particular audience in mind, whether that’s your pre-defined buyer personas, readers in a specific geographical area, or a subset of your niche market that you’re targeting. Different audiences may respond better to different types of content. So, knowing who you’re talking to will allow you to create compelling content that will meet their needs, solve their problems, and make progress towards your marketing goals.

How To Identify Your Ideal Blog Reader 

A business blog could opt to inform a less knowledgeable audience of standard introductory practices, or it could cater its content to industry professionals looking for deeper, actionable content that assumes a base level of understanding. Of course, the type of blog reader you cater to will need to align with your blog’s purpose and goals, but there are a few general pointers to think about when determining your target audience:

  • What are your audience’s needs, pain points, challenges, and general knowledge level?
  • What is your audience’s preferred online platform? If it’s social media, which service?
  • What kind of content is most valued by your audience? Guides, how-to’s, top lists, interviews, reviews, or news?
  • What does a positive response from this audience look like? Comments, shares, email sign-ups, purchases, or return rate?

How Will Your Content Provide Value?

You should never compromise on the quality of your blog content. We’ve all seen those articles: low effort pieces crammed with keywords and little in the way of actual information. 

There is no quicker way to ruin a blog than posting low-quality articles with no purpose or value for the reader. Whatever your niche, platform, or desired blogging style, it is critical to provide content that benefits your readers. How that content takes shape will depend on your marketing goals and business model. 

One of the most commonly asked questions from new bloggers is how often they should be posting. It is better to create well-written, blog posts than thin pieces of content, which can do more harm than good. The ideal number of blog posts per month will depend on various factors, including your niche, B2B vs. B2C, your target audience, and more. With that said, for most B2B businesses, posting 2-4 blogs/month is a good frequency that allows you to create regular content without sacrificing quality. 

How Often Will You Post New Content?

The key to determining how often you should be posting is finding the sweet spot of creating quality content with your available time and resources. Don’t burn out yourself or your team by forcing them to churn out sub-par article after sub-par article. But it would be best if you also didn’t spend so long crafting your masterpieces that your posting frequency suffers. Different topics and niches will require different amounts of research and work to prepare, so take your specific industry into account here.

If you want to build a content calendar and blogging strategy, contact The Media Captain for an expert marketing consultation. Our team can help you create a successful plan and execute it at the highest level.

Consider Your Blogging Resources

Maintaining a successful blog is a commitment, and it’s important not to stretch your resources too thin. If you’re a smaller organization, it might be that you don’t have the time or personnel to commit to posting more than twice a month without sacrificing quality. 

It is essential to pick a strong writer for your blogs. You want to find a writer that can share insights, research, and stories with the audience in an engaging way because when the readers love your content, it is likely that the search engines will too.

Every company has a unique situation, and only you know what resources you can commit to blogging. So stay consistent, don’t overreach, and consider using a third party, like The Media Captain, to stretch your capabilities.

How To Pick Blog Topics

Research is crucial to a successful SEO and blogging strategy. Conducting topic research will help you understand search intent so that you can write content that your audience will love. Effective targeting of relevant keywords will also help your website rank high in Google’s SERPs (search engine ranking positions). 

Start by coming up with a list of topics that your audience may search for your company’s products or services. At The Media Captain, we jot down a list of questions our clients ask and turn these into blogs. This helps from a customer service perspective, as we can send these articles to new prospects when the same questions arise. We also get leads from these blogs as other people on Google ask the same questions!

Keyword and Competitor Blog Research

The keywords you choose should match your target audience and blogging goals while paying attention to their search popularity and relevance. Understand that it’s much more difficult to rank higher on search results for extremely popular search phrases, but you don’t want keywords so obscure that few will ever go searching for them. So instead, pick a balance of words relevant to your niche, fit your ideal audience, and are searched often enough to be worthwhile. 

Tools like Google Analytics can provide insight into how specific keywords perform and other metrics that can help you identify which keywords and terms to focus on for your blogging. 

Keyword research tools, such as SEMrush, Ahrefs, and Moz, will be beneficial for deeper insights. Use them to identify what keywords work for your competitors and which ones you might be missing. In addition, these SEO tools can provide helpful metrics for search phrases, including the volume and how difficult it would be to rank for a keyword. 

After you pick your blog topics, conduct a Google search for those topics and see who’s populating towards the top of Google. Take inspiration from what these business blogs are doing well and incorporate this into your strategy. Next, explore the related searches and frequently asked snippets on Google for other topics that may be interesting to your audience. Don’t copy their strategy, though; your blog needs to be better than the current ranking content. 

What Are Your Marketing KPIs And Goals For This Blog?

Like any new business or marketing strategy, you need to set and track goals for your blog. Clearly defined goals are necessary for keeping you focused on the bigger picture and how your blog strategy fits into the larger scope of your overall marketing plan. Tracking metrics relevant to those goals can tell you whether or not your content is working.

For example, is your priority to improve conversions, build a community following, encourage sign-ups, or generate awareness and audience engagement? Answering questions like these will impact much more than the blog’s content. These insights will also help you determine how to post new content and identify the best ways to share it on other platforms. 

Start Producing Content and Executing Your Blog Strategy

Now that you’ve got your keywords, an understanding of your audience, and you know what you want your blog to accomplish, it’s time to get to the good stuff: creating and publishing your blog! 

Let’s kickoff the execution phase of your content marketing strategy. Regularly posting fresh, reliably high-quality content is far more effective than making low-effort posts more often. Find a posting schedule that will allow you to strike this middle ground and stick to it. If you have more significant topics that can’t be written in your typical posting timeframe, consider splitting them up into a smaller, more consumable series of posts.

Follow A Blog Content Calendar

One of the best ways to keep your strategy on track is to create a content calendar you can commit to, follow through on it, and make adjustments as necessary. A blog calendar will get your entire team aligned. Even if you’re a solo entrepreneur, this will help you stay organized and keep on track. Your blog calendar should include the following details about every blog you plan to publish: 

  • Topic 
  • Publish Date 
  • Writer 
  • Keywords to Target
  • Corresponding Images  

While sticking to a consistent schedule is beneficial, don’t be afraid to adjust it as your business demands. Throughout the year, various events such as product launches, promotions, or industry developments may crop up that you may want to include in your blog – don’t miss out on these opportunities because they don’t align with your pre-set marketing strategy. If you have a new product launch or significant trade talk on the horizon, consider increasing your posting frequency during the lead-up to those events to draw extra attention to them. 

Share Your Blog Content With Other Marketing Channels

Finally, once your content is published, you should make the most of it. Below are some popular ways to distribute your blog content to improve its reach. 

  • Announce to your existing customer base and social media followers that you’re publishing content on your website.
  • Include your blog within email blasts to your prospects and customers 
  • Share your posts on all of your social platforms. If you’re a B2B business, sharing blogs on LinkedIn is a great way to distribute your message further.
  • Incorporate new blog posts into the bio of your email signature.
  • Share snippets of your blog via Instagram and Facebook stories. 
  • Tell your sales team about new blog posts so they can send the website link as sales and marketing collateral to their leads. 
  • Inform your customer service team on blog posts to more easily answer questions by sending the link to a blog. 
  • Send your highest quality articles to relevant industry blogs and ask if they would consider adding a backlink to the blog. 

Contact The Media Captain To Develop Your Corporate Blog Strategy

Running a successful blog can be difficult, complex, and time-consuming. There are many aspects of a successful blog campaign that we only touched on, such as SEO best practices, structuring your content, and analytics tracking. 

If you need more resources to develop your corporate blogging strategy, contact the content marketing professionals at The Media Captain. We have been helping large and small companies develop winning content marketing strategies for years. We’re confident that we can help you get the most out of your professional blog and maximize the ROI of your blogging strategy. So reach out today for a corporate blogging consultation!

Jason Parks

Jason Parks started The Media Captain in 2010. He’s grown TMC into one of the largest digital agency’s in Ohio over the past decade.The Media Captain has worked with hundreds of small, medium and enterprise clients on digital marketing and development projects.The Columbus Based Digital Marketing Agency has received numerous accolades. TMC was named a Top 1% Agency in the U.S. by UpCity in 2019 and 2020. They also won the “Best PPC Campaign,” which was a national award from DashThis. They were also the recipient of the Top 10 Social Media Marketing Agencies in Ohio.

Related Posts