Corporate Blog: 7 Best Practices and Examples

Introduction

Blogging is a must need for any company that has an online presence. Approximately Google handles more than 3.5 million searches per minute around the world and average B2B buyers consume up to 13 content pieces before deciding to strike a deal with vendors.

Corporate Blog Definition

A corporate blog refers to the practice of creating content that covers industry insights, news, tips, co-worker profiles, etc. It is the space for your company employees to help your prospects demonstrate their expertise and provide customers with practical solutions. 

So, keep in mind that the purpose of the corporate blog is not only to push readers to buy directly from the company but to help them solve their painpoints. 

Customers tend to follow corporate blogs to get a sneak peek at industry news, trends, and ideas directly from the companies. Thus, nowadays, having an online presence is crucial for companies to connect with their customers.

What Are the Business Benefits of Corporate Blogs?

Building successful corporate blogs requires dedication. You have to commit to researching, planning, writing, and distribution. At some point, you may think that it is a simple task, but no! Content writing requires time and energy.  

All the efforts and employee engagement to deliver the best solutions to your customers will get you actual benefits.

Raise Brand Awareness

Corporate blogs represent an opportunity for businesses to make their name known in the digital world. You can create the opportunity to be discovered by potential customers from search engine results. The more people know about your business, the more chance you will have to pave their way to purchases.

Drive Traffic to Your Website

Having a presence in search engine results will push traffic to your website. Practice effective SEO and publish content consistently to double and triple the number of visitors to your site. 

Presenting the Human Side of the Brand through Corporate Blog Posts

Corporate blogging helps you humanize your company through employee engagement and the tone of voice you prefer to use. 

After you start corporate blogging, customers will see you as a person and not like the faceless bot that generates sales. Also, your employees will post on relevant topics, and it will help customers relate to you even more because they will see human faces and names behind the blog posts.

Build Long-Term Relationships With Your Customers

Today brands should have the characteristics of dear friends, someone people trust and relish listening to. The great brands strike a personal chord with you. They educate you and make you feel better, different, and more confident. 

Do you want to have a reputation as a customer-oriented company? Then you should invest in corporate blogs and share valuable solutions with your audience. 

Generate Leads with Corporate Blogging

Imagine that customers enjoy interacting with your content! You made their lives simpler through your expert solutions, and they will be prepared to convert sales without any doubts. Your business will grow more. 

What Are the Different Types of Corporate Blogs?

Company Blog

It is the most common form of corporate blogging for businesses. 

A company blog is a space for employees to share their experiences and connect with their customers.

By targeting the information people are searching for on Google, the business delivers A-class content to its audience and nurtures them through the marketing funnel.

Product Blog

Product blog is popular among giant organizations. They discuss or have a series of corporate blogs on product usage or webinars about the basics. 

For instance, Oracle has a blog where they constantly share product-related news and give away tips that help customers solve their problems. 

Microsoft even has a separate blog for excel. That way, Microsoft keeps their customers updated constantly and takes their customers on to excel learning journey. 

Also, Adobe delivers the latest expertise to its loyal audience and shares tips and tricks in graphic design. 

CEO Blog

Some chief executive officers somehow find the time to manage and write their blogs. For example, the CEO of Saatchi & Saatchi, Kevin Roberts, actively updates his blog and discusses various topics such as marketing, design, education, etc.

Industry & News Blog

Businesses try to update their customers about industry trends. It includes their product releases, news, tips for adapting to current situations, etc. 

Even though the target audience is limited and a business can not attract thousands of customers, they may get b2b clients and stay top of their minds. 

Campaign Blogs

Campaign blogs are different from the abovementioned examples and launch with a new business product or service. Here companies use pre-established actions to strengthen product promotion and become more appealing to their target audience. 

Campaign blogs are often temporary and do not have a long-term life and effect on your business. But, it is a great way to assist product releases. 

Corporate Blog Best Practices

1. Define Your "WHY"

Yes, business blogging sounds good, and most companies are doing it. But, you should not invest in blogs just to copy other business tactics. 

2. State Your Goals

Start laying the foundation for your blogging strategy and develop blog goals. When it comes to strategic goals, you are often left with the following options.

1. Build the brand - establish thought leadership by providing niche-related news and updates. 
2. Attract new visitors and generate more leads - people tend to buy from the businesses they trust. So, the blog warms your relationships with prospects by offering them well-researched and targeted blog posts. You have to send customers to marketing Funnell to gain their trust. 
3. Generate more revenue - while financial success won't happen overnight, you have the chance to generate value from successful blog production. The key is consistency. 

We recommend you use the S.M.A.R.T approach while developing goals. 

It is an essential part of your pursuit. You should ask yourself why you are making it. Without it, you are doing simultaneous non-resulting activities.

You increase the likelihood of achieving your goals if they are verifiable:

S = Specific (specific, that is, your goal should not be "more success," but for example, "more revenue")

M = Measurable (measurable: Choose clear and quantifiable key performance indicators)

A = Accepted (objectives must have a recognizable meaning to be accepted by all parties)

R = Realistic (realistic, workable; the goal must be achievable)

T = Timebound; ( Specify a time when you reach the goal)

3. Identify Your Target Market

To get started, you should first need to determine your target audience. 

Try to define:

• Who are your current customers?
• Are there any groups you are not targeting?
• Who benefits most from your services?

Of course, you are already running a business and have specific customers targeted. But with the blog, you will expand your horizons and try to target other niche-related groups. 

Explore the Questions & Problems Your Audience Cares

Now that you have defined your blog customers, you need to develop the list of questions your prospects ask search engines. 

We also recommend you to use the tool Answer the Public.

Understand the Most Popular Content Types in Your Industry

Skim through your competitor's and industry thought-leaders' content audit. 

Understand what post type resonates most with your customers, and one of the best ways to identify it is through competitor research. 

Look at :

• Social shares
• Rankings
• Social media channel reactions

4. Write Down the List of Keywords and Content Ideas for Blogs

Keyword research is one of the most convenient ways to develop potential keyword ideas that will potentially resonate with customers. 

Also, remember to be realistic and target the keywords that you will have the chance of ranking. For example, "buying a car" is a super competitive keyword, and you will have a hard time breaking through the rankings.

But, if you decide to be more specific and oriented on long-tail keywords, you will have a higher chance of ranking. For example, "Buying a car in Hamburg" is an optimal option. 

5. Develop a Content Calendar

Probably, at this stage, you are packed with blog writing tasks. So, to approach blog production in a structured way, you should develop the content calendar.

6. Distribute Content Production Tasks

If you have enough internal resources to create the content, distribute the tasks among your employees.

But if you don't have sufficient staff or time to write an SEO-oriented blog post, contact us.

7. Repurpose the Content Across Different Channels

Your content is the gold! Thus, you should try your best to maximize the opportunity to present this content across multiple channels.

Break one web content into several small content pieces for social media and emails. 

Top 7 Examples of the Best Corporate Blogs

1. Google Blog the Keyword - SEO News and Content Marketing

The history of Google's blog goes back to 2004. Since then, the company has been publishing news and updates consistently and sharing tips and tricks for search engine optimization, content marketing, etc.

"The Keyword" is a central destination for the latest news and stories from Google.

2. LinkedIn - Career Growth and Content Marketing

LinkedIn, one of the best social media channels for professionals and b2-b businesses, runs a successful blog about social media marketing and career growth. 

3. Buffer - Managing Campaigns

Buffer is the tool that helps content creators to work on their editorial calendars. So, if you are looking for expert tips and valuable blog posts about how to run marketing campaigns or track KPIs, it is worth reading.

4. Nike - Fashion

We all know that Nike has a powerful B2B and B2C content marketing strategy. Nike's blog posts provide customers with the latest product-related news and tell customers stories about success, athlete journeys, company history, etc.

5. Forbes: Entrepreneurs

If you are a small business owner, entrepreneur, or generally interested in business, Entrepreneur is not to miss. Highly-authoritative articles of Entrepreneur will guide you through various topics: management, marketing, finances, etc.

6. Business Insider - Business and Economics

The Business Insider blog produces well-written and thoroughly researched articles that help you dive deeper into topics regarding business and economics. 

7. Canva - Graphic Design

If you strive to get visual inspiration, the Canva blog is suited to you. It features blog posts on practical tutorials where newbies can improve their graphic design knowledge. Moreover, Canva consistently publishes blogs that help content creators find new ways to enhance their visual presence across multiple channels.

Do You Want to Create Your Corporate Blog?

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