Company blogs can undoubtedly give your SEO that much-needed boost. But if it’s boring, it won’t benefit you in any way. Most organizations fail to make their blogs genuinely interesting, and that’s probably one of the primary reasons they are unable to gain traction with SEO, despite their content marketing efforts. So even though you have guest bloggers and neat stock images, your company blog might be missing the mark.
The bottom line is that if your blog does not elicit any engagement, emotions, or sharing among your audience, even all the top-ranking keywords in the world won’t be able to give it any boost. So it’s really your decision to make whether you want to turn your company blog into a valuable resource that users will not only wish to read but also share with their peers, which will, as a result, improve your SEO.
Address the Issues
Amateur bloggers often make numerous common mistakes, and just because you’ve got a company blog that looks professional does not mean you are immune to those blunders. Most frequently, one of the biggest problems bloggers have is their writing style.
Complexity often hampers a compelling piece of content. But as Leonardo da Vinci said – Simplicity is the ultimate sophistication.
Take a look at the type of language or vocabulary you use in your blogs – is it easily understandable? Or is it making it “really” tough for your readers to grasp the message you are trying to get across?
Remember, simplicity is the key to creating a solid following and grabbing your audience’s interest. This doesn’t imply that you need to dumb down your ideas, but you should certainly put effort into the way you communicate them.
Another significant problem is the theme of the blog posts. Company blogs are typically all about themselves in way too many cases. No doubt, it is a great idea to keep your audience up-to-date on company news, events, and products/services. However, a blog that only serves this particular purpose can quickly become boring and unlikely to be very helpful to new prospects.
Being extremely focused on SEO is yet another common issue. Writing blog posts with the sole purpose of improving your SEO rankings will only push your conversion rate down and drive prospects away. You should instead keep your focus on the message you want to convey as you craft your content and aim to please your human audience rather than search bots. Paying close attention to links and keywords throughout your content is good but never allow them to take charge of your posts and, in turn, make things seem unnatural or weird.
As you consider addressing the particular issues of your company blog, take more than just your page views into account. Keep in mind that your goal is to convert your blog into a helpful resource that your readers will want to visit again and again. This will ultimately help build your reputation as an industry expert and thought leader.
Go Above and Beyond
Once you have spotted all the main issues with your company blog, you can start working towards revamping it in a way that will genuinely draw as well as retain readers. Here are a few tips that will help you get going in the right direction.
- Interview the Industry Experts
Reaching out and interviewing the other industry experts is one of the best ways to add new, exciting flavors to your company blog. They are full of golden content, and it is your job to extract that information. Moreover, this will help you build connections with influencers in your industry, drive more quality traffic to your site, add credibility to your content and expand your brand’s reach.
- Craft Content That Reads at a Fast Pace
By this, we don’t mean that you need to wrap up your blog posts quickly. It means you should write easy-to-read and skimmable content. Include bullet points within your blog wherever possible, and also use subheadings and short paragraphs to maintain a smooth flow and make your content easy to digest.
- Be True to Your Audience
Being open and honest with your audience is crucial. It means you need to come out from behind your brand’s logo and let the people see who works behind the scenes. This will help humanize your company, making it more relatable and boosting your brand loyalty. Your blog gives you the chance to put your personal opinions forward and report news on a more personal level. Moreover, people tend to become more connected if they feel like they are engaging with a human instead of a brand.
- Make Your Content Useful
Have you ever considered writing a “how to” guide blog or the one that provides answers to a set of questions? There are various types of blog posts that you can write, but this one is a particularly strategic type because it helps build credibility, showcase knowledge and establish expertise within your niche or industry. Make sure that your blog posts are not just entertaining or easily digestible but also offer value to the readers.
- Include Visual Content
Visual content captures and retains the audience’s attention better than textual content and makes it easier for readers to grasp the message of your blog post. How often do you post infographics or some other form of visual pieces on your company blog? In case you are not doing that already, it’s about time you think about it. People tend to read, engage with and share visual content more. So it’s time you start leveraging this valuable tool as well.
- Tell a Good Story
No matter if you have a formal or informal tone of voice on your company blog, you should always try and tell a good story. Narratives are more capable of keeping the audience engaged and making them come back for more, even more so if your stories are full of valuable information.
Wrapping It Up
As you start working towards revamping the look and feel of your blog, you will be building a part of your website that you will want to showcase to your existing as well as potential customers. Your company blog will not only help build your credibility and authority within your niche but will also boost your conversion rate and play a significant part in SEO. If you feel your company blog is falling flat despite your content marketing efforts, perhaps it’s time to make a few changes and turn it into a helpful resource.