5 Tips for Successfully Managing a Corporate Blog


Did you know that marketing professionals who have prioritized blogging are more likely to experience a positive return on investment?

Despite the fact that there are many challenges associated with successfully managing a corporate blog, the time you put into this is sure to pay off in the end.

If you find yourself managing a business blog for the first time, there are steps you must take and mistakes you can’t afford to make.

Below, you’ll find five tips that can point you in the right direction. Let’s take a closer look!

1. Set Goals

What are you trying to accomplish with your corporate blog?

There are many answers to this question, so it’s imperative to take your time as you set both short and long term goals.

For example, some companies set the goal of using their blog to improve local SEO rankings.

Others, however, look at this as the best tool for educating their audience.

When you set goals upfront, it’s much easier to remain on track as the days go by.

2. Create a Content Calendar

One of the top challenges associated with corporate blog management is organization. At first, you may not think you need a content calendar. After all, every topic is in play and you only have one or two writers.

Over time, you may find that this all changes. A content calendar is the best way to remain organized, while also ensuring that you never miss a beat. Here are some benefits:

  • Know that you have posts in the pipeline for future publishing.
  • Track what you’ve published in the past and what needs posted in the future.
  • Ensure that you don’t “overlap” by covering the same topic twice.
  • Help all your writers coordinate their posts.

A content calendar can be as simple or as complex as you want. As you get started, experiment with a Google Sheet. This is all you need in order to get your feet wet and to experience the benefits of using a content calendar.

3. Quality Over Quantity

Go back to the early days of SEO and your strategy may have looked something like this:

  • Create as much content as possible.
  • Stuff keywords into the title and body.
  • Wait for your website to rank.

While this may have worked 10 years ago, things have changed quite a bit.

Now, in order to achieve success, it’s essential to produce high quality content. And not just high quality by your standards, but high quality when compared to what the rest of your industry is publishing.

Don’t worry so much about posting a minimum of one blog per day. Instead, focus on creating the highest quality article based on your specific keyword. It will take longer, but it increases your chance of:

  • Ranking at the top of the search engines.
  • Providing your audience with the best information on the subject.

If you don’t believe this to be true, check out this post entitled “Why 3000+ Word Blog Posts Get More Traffic (A Data Driven Answer).”

4. Be Consistent

Above, we discussed the “quality over quantity” strategy. Now, it’s time to focus on consistency.

It’s easy to get excited about a new corporate blog. You have high hopes. You’re cranking out high quality content on a regular basis. You’re beginning to realize that you’re moving in the right direction.

And then something happens: you get busy with other areas of your business. For this reason, your blog suffers and soon enough you aren’t posting anything.

A successful corporate blog is one that is updated on a regular basis. This doesn’t mean you have to post every day. It does mean you should create and stick with a schedule that makes sense for you and your audience.

For example, you may settle on a posting schedule of Monday-Wednesday-Friday. Once your audience becomes familiar with this, stick to it over the long haul.

5. Listen to Your Audience

There is more to managing a corporate blog than creating and posting high quality content. After all, this doesn’t do you any good if you neglect to provide your audience with what they want.

As you get started, you may not know exactly what your audience is looking for. You may have a basic idea of what type of content will attract readers, but this has a way of changing over time.

Listen to everything your readers have to say. From comments to social media feedback, don’t ignore your audience. These are the people who keep your blog going, so take their thoughts into consideration.

Conclusion

There are many good reasons to start a corporate blog. This gives you an opportunity to reach your audience. It also helps drive more links to your website.

As you get started, use these five tips to successfully manage your blog. Each one will help you take full advantage of this potentially rewarding marketing strategy.

About Chris Bibey

Chris is a corporate blog specialist based in Pittsburgh, PA. He provides companies of all sizes with content creation, marketing, and consulting services. For more information visit his website.

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