How a Corporate Blog Can Serve as a Powerful Marketing Tool

A good corporate blog finds ways to build connections with readers, encourage engagement, convey authority and trust, and address each stage of the buyer’s journey.

How a Corporate Blog Can Serve as a Powerful Marketing Tool

Blog posts continue to be one of the most popular and effective ways to reach a targeted audience today.

Yet, many businesses have yet to create one. Why do they need to reconsider and start blogging now?

Blogging can serve as a surprisingly powerful marketing tool for your business, helping you attract new customers and keep in touch with those who are already on board with your product or service.

Consumers these days loathe being sold to, and with so much content cramming the web, companies need a new way to stand out without focusing solely on promoting their products and services.

A corporate blog can accomplish this and help you expand your reach. But having one is only as good as the planning that goes into building it.

For this, you’ll need to create a content marketing strategy that includes all the factors required to ensure it succeeds.

Here is what you will learn in this blog post:

    What is a Corporate Blog?

    A corporate blog allows you to converse with consumers, providing them with valuable information while also allowing them to respond with comments.

    It’s a relationship-building tool to allow consumers to get to know you better.

    Corporations can use these blogs to show their human side, which is increasingly important to the newer generations.

    The focus of any corporate blog, however, is to address a target audience and entice them to learn more about the company, product, or service.

    You can accomplish this by regularly adding content and avoiding the urge to inundate readers with too much promotional material.

    Boundaries do exist for corporate blogs as they are attached to your brand and must convey consistent messaging along the way.

    Overall, a corporate blog can meet a variety of marketing goals, including building connections with readers, encouraging engagement, conveying authority and trust, and addressing each stage of the buyer’s journey.

    Should You Create a Corporate Blog?

    Before dismissing the idea of creating a corporate blog, consider that approximately 128 million people in the US alone read blogs for information and entertainment.

    Not only do they read blogs, but they also engage and even convert into customers because of them.

    While only you can decide whether creating one is right for your business, from a marketing standpoint, a corporate blog is a priority for your inbound marketing strategy.

    That is, as long as you plan, create, and maintain it efficiently.

    When determining if blogging makes sense to your digital marketing strategy, it also helps to understand why corporate blogs matter.

    Consumers today are doing their own research, and blogs are often helpful resources. These blog posts are playing a major role in whether they make a purchase or not.

    Blogging also helps you get noticed by search engine algorithms, steering more traffic to your website and the potential for turning visitors into customers.

    Finally, a corporate blog adds a separate level of credibility, presenting you as transparent and accessible and, in turn, betters your corporate image.

    How to Start Your Own Corporate Blog and Make It Relevant

    Once you determine that starting a corporate blog will be beneficial for your business, it does matter how you go about building it.

    Here are some best tips for how to start your own corporate blog.

    Define your “WHY”

    Everything starts with defining your why. 

    Why does your business want to blog? List out the reasons, and let these guide you through the entire planning and blogging process. 

    Constantly refer back to these to ensure you are staying on the right track.

    Create well-defined goals

    Once you know why you want to blog, it’s time to determine what you want to accomplish. 

    What do you want your blog to achieve? Create well-defined goals and keep them at the forefront of your blogging strategy.

    Manage your Content

    Everything you share on your blog is important and reflects on your brand. For this reason, planning your content and efficiently managing it is imperative.

    Create an editorial calendar, a posting schedule, and a list of topics for your blog posts. Assign or hire writers who understand your goals.

    Also, research the keywords to use for maximum effect on search engines, which will bring consumers to your blog for more information and answers to their questions.

    You’ll want to vary the types of posts you share, including the following.

    • How-to articles
    • Lists
    • Interviews
    • Contests
    • Customer stories
    • Occasional promotions
    • News items
    • Controversial subject discussions

    As an added practice, try mixing up the content formats to reach your audience, such as creating appealing and informative videos to share.

    Another option is to incorporate interactive content to engage readers even more.

    Make it Relevant

    One rule to always follow when corporate blogging is to make every blog post relevant.

    This means going to the effort of fine-tuning every post to fit your buyer persona’s needs.

    Avoid making your content too broad in an attempt to attract the most people possible. And, above all, always, always be consistent.

    Essentially, you want to build a blog that finds beneficial ways to build connections with readers, encourages engagement, conveys authority and trust, and addresses each stage of the buyer’s journey.

    7 Corporate Blog Examples

    Whether you’re just starting to plan or already have a corporate blog, it helps to see what others are doing successfully and learn from them.

    Here are seven corporate blog examples that have found ways to stand out from the crowd online.

    1. LinkedIn

    You already know LinkedIn as a social platform for professionals to connect with each other. 

    The platform also has a corporate blog that covers relevant topics on career advice, how to navigate and benefit from LinkedIn, and insights on industry data. 

    LinkedIn utilizes a content aggregation platform to curate posts, calling it The Pulse.

    2. MintLife

    MintLife is the corporate blog for the personal finance software Mint. 

    Personal finance blogs are abundant across the web these days, and Mint has found a way to compete with all of them. 

    Here you’ll find information on such topics as how to build credit, how to get out of debt, the state of the economy, housing expenses, and how to live more frugally.

    3. Salesforce

    The software company, Salesforce, has found a winning strategy for its corporate blog. 

    Here you can find content surrounding topics on technology, sales, marketing, and business. Their posts are known to be engaging without pushing sales and advertisement, which readers obviously like.

    4. Zillow

    As a real estate company, it’s not hard to figure out the types of content Zillow shares on their corporate blog. 

    From real estate trends to HVAC costs for your home, Zillow focuses on providing the type of information people need in order to make informed decisions. 

    This blog clearly shows they understand who their targeted audience is and what they want.

    5. Canva

    For a look at what a stylish corporate blog looks like, check out Canva. 

    Instead of outrightly promoting their tools, they provide guidance on the best ways to use each one to achieve the results a reader is looking for. 

    By helping customers understand how to use their services through such things as tutorials, they go the extra mile and give free resources as a way to win over more customers.

    6. Zappos Beyond the Box

    The online shoe and apparel retailer Zappos takes corporate blogging seriously and is constantly reassessing and updating blog options. 

    One of those options is titled Beyond the Box and is described as the “official lifestyle blog of Zappos.” 

    Here they share product knowledge and also post inspiring content to help readers live a more beautiful life. Another popular blog is Zappos Stories, a culture blog focusing on employee stories and business insights.

    7. Starbucks

    Starbucks takes a different approach to its corporate blogging. 

    Instead of focusing on their products or the coffee industry, they find ways to relate to their customers on a personal level. 

    By understanding customer world concerns, such as protecting the environment, they can cater their content to address issues important to their customers on a grander scale.

    Wrap Up: Corporate Blogs are Powerful Marketing Tools

    Corporate blogs continue to evolve along with consumer preferences and needs and can serve as a valuable marketing tool in your strategy.

    There are no signs that consumer consumption of blog posts is slowing down, and if you’re not already benefiting from this, it’s time to reconsider your options.

    Staying diligently up to date on the latest trends and new ways of connecting with your blog readers, such as through interactive content, will also be essential as you go along and will help your brand stand out from the crowd.

    To find out more about interactive blog posts and how they can boost your engagement rates, read our blog post and get ready to see more conversions coming your way.

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    Barbara von der Osten Rock author vector
    Rock Content Writer

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