4 weeks to an awareness-generating company blog
Do you have an effective company blog? What makes a blog effective anyway?
You established your company blog to reap the benefits of blogging. You want to establish thought leadership, build trust, and generate leads. You’ve made a plan and written your first post and put it up on the blog page of your website. Now what? It’s time to get it out there; get it liked, and shared. An effective company blog achieves its goal of building your list, increasing traffic to your website, or generating awareness of your solutions.
There are seven actions you can take today to make your company blog more effective. Each one is just a small action, but they add up to a more effective company blog. In this last post of the series: Get that Company Blog Up and Running in Four Weeks – 4 weeks to an awareness-generating company blog, Week 4 we look at each action that makes for an effective company blog.
Week 4: Awareness: Put up a more effective company blog
An effective company blog helps build awareness of your solutions, your unique value proposition. Once your blog is up and running, there are seven actions you can take to increase the effectiveness of your blog. Let’s check them out, in no particular order.
Action #1. Name your author(s)
Naming a blog author establishes credibility and builds trust. You can work on developing a unique voice in your industry. Because your audience changes through the sales funnel, your content should too. You might establish several blog authors, that address different aspects of your buyers’ journey. Even when working with a freelancer, make sure your writer understands the persona of the published author.
Blogging is a key element in establishing your company as thought leaders. Naming your authors provides a sound foundation to build on. Provide a short bio for each author, establishing their expertise.
Action #2. Keep the same domain name
A major benefit of a company blog is moving your company page up in the rankings of major search engines. Each time you post a blog, a page is added to your website. That’s another page for search engines to investigate and rank. But it only works if your blog is on the same domain as your company website – blog.companydomain.com or companydomain.com/blog.
Action #3. Enable subscribers with an RSS feed
Don’t miss the value of building up a following of loyal blog readers. The more readers that subscribe to your blog, the more opportunities you have to fill the top of your sales funnel. You also increase the number of visitors coming to your website regularly.
By enabling RSS feeds on your site, readers can subscribe to be notified when a new post goes up. Every time you post a blog, a message goes out to your list, letting them know it’s up. Your subscribers may share that email with friends and colleagues, who then may subscribe themselves. Every new subscriber is a potential new lead.
Action #4. Maintain consistency and quality
An effective blog provides its readers with quality content on a consistent basis. This is where your blog planning pays off. An important part of a blog plan is the publishing schedule. With a publishing schedule in place, it is much easier to post regularly. Whether you blog monthly, weekly, daily, or multiple times a day, you want to keep it consistent.
A corollary to blogging consistently is providing quality content in each post. Without quality content your blog may not achieve the traffic goals as planned. You should monitor responses to each blog and how they impact site traffic on a monthly basis. You may need to up the frequency to achieve your traffic goals.
Action #5. Encourage action with a CTA
Encourage your audience to take an action in every post. A clear Call to Action (CTA) will pull them further into your site. After reading quality content, your reader is primed for more valuable content. Be sure it is relevant to the topic of each post.
For example, a powerful CTA:
- is concise, and
- action-oriented (maybe a short phrase using an action verb),
- that plays on a visitor’s fear of missing out, or
- evokes excitement and enthusiasm to stimulate action.
You might add an incentive to convert, some added bonus for acting. Just be sure to encourage action in every post.
Action #6. Facilitate sharing on social media
Your blog should facilitate sharing with social share buttons. That way your readers can share that fantastic article you recently posted. The success of your blog depends on how many people read it. As a matter of fact, social sharing buttons can increase click-through rates by an astounding 55%!
There are several plug-ins that allow social sharing. Be sure to include links to all your social media sites on your blog.
Action #7. Optimize for speed, mobile, and SEO
Optimize your blog so that it loads quickly on all devices. There are online tools you can use to check loading speeds and identify areas for improvement. One thing to check first is the size of images on the page.
Given the increasing use of mobile phones for internet searching, be sure to optimize your blog for smartphones and tablets.
You want to ensure readers can find you through search engines. Part of optimizing your blog is in optimizing your content. Planning your blog topics around keywords makes it easier to optimize them for SEO. Your focus keyword should feature prominently featured in page titles, headers, alt tags, and images.
Another trick is to link other relevant content within your website. Perhaps you have white papers or case studies on a related topic. Where appropriate link to your product or services pages. Search engines love this sort of linking and it will help move you up the ranks.
Ranking high on searches is incredibly important. In fact, Marketshare found that 75% of users never scroll past the first page of search results.
In Week 4 of building your company blog consider these seven actions you can take to increase the effectiveness of your company blog:
- Name your author(s)
- Keep the same domain name
- Enable subscribers with an RSS feed
- Encourage action with a CTA
- Maintain consistency and quality
- Facilitate sharing on social media
- Optimize for speed, mobile, and SEO
By taking these actions you will find your blog effectively:
- increasing site traffic,
- establishing your thought leadership and building awareness,
- moving you up in the search rankings, and
- helping convert leads.
Is your company blog doing what you thought it would? How do you ensure your blog is effective?