Many people know that a blog is supposed to build authority and be valuable to customers as well as share company opinions, but often the "how" and strategy are not made clear, so the good intentions fall flat and nothing comes of it. I will share with you 3 actionable ways to improve the company blog so you get out of the rut.
A Free Salesperson
Did I just say free? Yes, yes I did, so listen up.
What if there was a company-operated resource where customers and leads could learn information easily and quickly?
For some, the answer comes easy: the blog.
But many companies are slow to realize this. They may have set up a blog but don't really build a strategy around the content that it goes into it. 81% of US consumers trust advice an information on blogs, so you could be sacrificing valuable authority points by not having a strategy.
Customer Service: 24/7, 365
If you haven't heard it before, then I will let you know the real reason customers come to your blog. They want answers to their questions. They often look in a couple places:
- Your FAQ section. This is a place for info directly about the company and company policy. Customers can look here to answer questions about pricing or service info.
- Your Blog. This resource is designed to teach customers and answer questions about the product or service. This is where you can share your industry experience, explain pricing, or get the scoop on industry trends.
The blog is available all the time and combines all the knowledge of your sales and marketing departments into one resource that can keep producing fruit forever.
A Controlled Media Platform
If you think the best way to get attention for your company is to find journalists to write a piece, think again. You don't have to wait until your company has a major event to get noticed (in fact you shouldn't). After all, over 67% more leads are generated by B2B marketers using this channel effectively.
- You control the content being written
- You publish it to the people that matter to you
- You can spread your idea without a spin being put on it.
I am not advocating ditching journalism sites, because they are very popular PR tools, but I want you to use the blog as a way to spread your company's vision.
Empower your employees with your vision and spread it faster than one person could do alone.
What's Next?
Now you probably have some great ideas to tell your boss. That's awesome! Take those ideas and educate your boss. Try and write some example posts that utilize a tool I mentioned above to demonstrate how it would work. Then come back and tell me how it went!