Why Your Company Blog is Striking Out

Content Marketing


Today I would like to welcome K’Lee Banks as our guest blogger. K’Lee is a freelance writer and bloger and writes for a variety of sites including Reputation.com .

Blogging is one of the most popular ways to connect with existing and prospective customers. So what happens if the company blog is suffering from a case of no interest? What if you are spending time writing posts, but no one is listening?

First of all, your communications manager should make sure the problem is not with the company’s reputation. If the company’s reputation is fine, then you need to take a look at some of your processes and promotional tactics so you can not only save your blog from going under, but you can also use it build relationships with customers and prospects.

Save the Company Blog!

Since many competitors also have blogs—and they may do a much better job of engaging with customers and promoting their posts—it is to your company’s benefit to take some proactive steps toward saving the company blog.

Ask yourself the question, what is the primary purpose of your company blog?

It’s usually to connect with existing and prospective customers in an informal, friendly way. Consistency is crucial, rather than a hit or miss approach and sporadic posting.  Companies can use blogs to highlight special products or services, discuss topics of interests, offer contests and prizes, and otherwise interact with readers.

Assign a Managing Editor

To accomplish these things, at least one person in the company must have the responsibility for writing and maintaining content for the blog. If you don’t have that, there is no ownership or consistency. You need someone to make sure there is a post up each day or a few times a week, and keep the quality standards up.

That person should be proficient in writing, including having a good grasp on grammar, spelling, and overall flow of content.  The blog writer should also know how to engage with others in a friendly, informative way. The managing editor is in charge of procuring content contributors, both from internal employees or external guest posters.

Improve Traffic and Engagement

Two of the key indicators for a successful company blog are traffic and reader engagement.

Regular, consistent posting of worthwhile content is one of the best ways to improve traffic to a blog, along with promoting the blog and letting people know it’s there.  Engagement occurs when the blog writer ends a blog post with open-ended questions that encourage readers to reply, and then the blog writer interacts with the readers who leave comments. You also want to make sure you include social sharing functionality on each post to promote engagement through social media.

Here are some other proven ways to improve traffic and engage with readers:

  • Create intriguing headlines for blog posts
  • Use interesting images that are more than just your typical stock photo
  • Make sure you have a good mix of blog content
  • Write “list” posts—people seem to be attracted to blogs such as “5 Ways to Improve a Stinky Blog” or the “Top 10 Entrepreneurs in America”
  • Include interviews with professionals related to the company’s business and/or invite them to be guest bloggers
  • Join social networks such as Facebook, Google+, Pinterest, Twitter, and Stumbleupon  to share blog posts.

Promote the Blog

There are numerous ways to promote a company blog.  In addition to highlighting its existence by including it in a highly visible section of the company’s primary website, the blog may also be linked in company correspondence and email signature lines.

Additional ways to promote the blog include the following:

  • Include your blog posts in lead nurturing emails and email marketing campaigns for additional engagement
  • Use social networks to increase engagement with each blog post. If you have written a post that highlights a thought leader in your industry, engage them on social media as well and ask for a share
  • Always include social share buttons
  • Join blog comment groups to share posts and comment on other people’s blogs, which in turn brings more exposure to the company blog
  • Encourage readers to subscribe to the blog, follow the blog, and share posts with other people
  • Invite other professionals in your industry to guest post and connect with their readers.

Get Blogging!

With dedication, creativity, and consistency, your company can turn that “challenged” blog into something that all of you will be proud to market. Do you have any ideas about how to revive your blog?