Depending on the nature of your company, the type of blog you write could manifest itself in a number of ways. For instance, if you’re the CEO of a company and the business has been a personal endeavor, you might want your blog to include some personal anecdotes and stories.
A straight corporate blog might be more appropriate if you’re going to write about things directly related your products. If your business is more media-focused, you might find a blog that includes videos and photos to be more effective for marketing your business.
Some brands might be better suited to blogs that market their products alongside complementary content. For example, if your company sells camera accessories, you’ll want to blog about your products but you may also find it useful to blog about the photography industry at large. If your customers are interested in your products, they’ll likely be interested in general industry information as well.
What’s Your Content Vision?
Once you’ve landed on the type of blog you’re going to produce, next you’ll want to think about how you’re going to fill your blog up with content day after day. Here’s what you’ll want to consider:
- Who’s writing your blog? If you’re designating one person to write the blog, does that person have enough time to fulfill the role? If he or she cannot commit to contributing on a regular basis (like daily or several times a week) then you’ll probably want to go with multiple authors.
- Who do you want to read your blog? Knowing who your audience is may seem like an obvious point, but depending on your brand, you may have several types of consumers you can cater to.
- Categorize your content. Once you have your vision and feature ideas, come up with a taxonomy. This is basically a set of keywords you write about and that you use to tag your blog posts. Tagging your content properly will help your blog get found by search engines, it will help your readers find content, and it will help you reorganize the content in the future.
Create Your Editorial Strategy
Now that you’ve decided who’s writing your blog and what type of content and features you’ll have, it’s time to get organized. Creating an editorial calendar and plotting out your game plan is key to keeping your blog on track.
When you launch your blog it may be difficult to publish articles daily. Use a blog calendar to schedule your articles so that you publish what you have on a consistent basis. For example, space out your posts so that you’re publishing two or three articles per week, as opposed to publishing all three articles on a single day.
As you write more content, revise your editorial calendar accordingly. The goal is to maintain consistent exposure for your content.
Monitor Your Blog’s Progress
After you’ve been blogging for a month or two, you’ll want to take a look at what’s been working and what’s not doing as well. Use a statistics tracking application like Google Analytics to see the number of page views each article has generated. Take a look at the overall page views for you blog. Are they moving higher or lower?
It’s important to regularly revisit your content features. If they’re not performing as well as you thought they would, is there something you can do to improve these articles? If not, then you might consider dropping this type of content. If you find something is more successful than you anticipated, are there spin-off ideas that you can capitalize on?
Starting and building a company blog takes planning and effort, but remember: The journey of a thousand miles always begins with the first step.
Jessica McLaughlin: Jessica is a digital media professional in Toronto, Canada with broad experience in web—particularly social media, online communities, content development and blogging. Jessica has worked for many major Canadian broadcasters, including YTV, Food Network, and HGTV.