What Makes a Good Company Blog?

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Nowadays 'blogging' is not only a word used by the younger generation who grew up with the internet, it is widely used by company directors and old farts like me!

Blogging has become an important weapon in the arsenal of almost any company that has a website and wants to reach out to new customers, increase traffic, increase brand awareness and help their SEO efforts.

The benefits of blogging are well-known and is a topic the team at I-COM have covered on numerous occasions.

However, you may be sat here thinking: "I have a blog, but I feel like no one cares about what I'm writing!"

This is not uncommon at first, so I thought I'd share some tips on how to improve your blog and put the foundations in place that will ensure the content you produce is what your visitors want to read.

• Personality - On the internet, companies are often in grave danger of appearing like faceless corporations, as engagement with the company is carried out through a computer, rather than in person. Consumers like to deal with people. Therefore, you need to show that your company and employees have a personality and a voice and reflect it in your writing. In addition, it often helps if people know who the writers are and that they genuinely work for the firm. Why not put a personalised avatar on posts so people can see who has written them? You could also provide an insight into the atmosphere in the office by posting interesting pictures and videos on your blog.

• Authority & Expertise - Blogging gives you a chance to show visitors that you know your stuff. Consumers are much more likely to buy a product or invest in a service if the firm in question is an authority in its industry. Show you know what's going on by blogging about industry news and then giving your expert opinion on the news.
  

• Treat readers like your clients - Clients like to see that you take time and effort to provide them with the information they need, as they need it. Extend this devotion to clients' needs as readers too. By regularly blogging you are demonstrating a dedication to selflessly sharing knowledge and advice.
  

• Stay ahead of the curve - In what is undoubtedly the 'digital age', firms need to demonstrate that they are forward-thinking, adaptable and able to move with the times.
  

Obviously these are only a few of the factors you need to consider when blogging. However, if you make sure you pay enough attention to each of these aspects, you'll find your content easier and more fun to write and that your readers will be much more interested in what you have to say.