Since 2006, companies have been told they need to blog. Then there was an explosion of social media channels like Facebook and Twitter and many companies switched their focus to there. But, blogging is still important and those that put effort into their company blog, either maintaining or expanding their content from the beginning, are now reaping the benefits. 81% of U.S. online consumers trust information and advice from blogs.
One of the best things about a blog is that is acts as a platform for showcasing your expertise in your industry. They are also excellent SEO tools, bringing more keywords and phrases into your website. Websites with a blog tend to have 434% more indexed pages, which is important for SEO as well.
So, if you haven’t updated your blog in a while, there’s no better time than the present. Here are 5 tips to keep your blog relevant and easy to maintain.
Use keywords and phrases
Like we said above, blogs are opportunities to add more keywords and phrases to your website. Think about the specific words and phrases your potential customers might use when searching for your services. Also, since the first thing Google sees is the title of each entry, make sure the title states clearly the message of the post.
If you’re a real estate law firm on Long Island, potential clients might use that phrase when searching for locally based, legal services. So write about legal issues that might impact homeowners in Nassau and Suffolk counties. There’s nothing wrong with writing about the Giant’s season or the weather so long as it’s only now and then and doesn’t dominate the blog.
There’s nothing worse than a company blog with a long gap between entries. It tells the readers that the blog is just an afterthought. Set a schedule and stick to it. Even if you are only blogging once a week, make sure you have a blog entry up every week. You’d be forgiven for skipping the week between Christmas and New Years but not the whole month of December.
Speak in a voice consistent with your industry
The law firm mentioned above might have a more formal tone than a photo studio. Speak in the language of your industry. The law firm doesn’t need to be stuffy, it just needs to use the language appropriate for legal issues. The gallery shouldn’t be too informal – no ‘netspeak’ or LOLZ. Just talk in the way art gallery patrons and customers might talk.
Don’t forget social
Of course, a broad social media program, including Twitter and Facebook or LinkedIn for professional services is important, but your blog can go a long way to showcase your smarts and help potential customers find you. Unlike the short updates you are limited to on Facebook and Twitter, with a blog you have a platform to really express yourself and promote your company.
If you have any questions, or are interested in a blog and/or social media program for your company, please don’t hesitate to get in touch. Email us at firstname.lastname@example.org.