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A podcast where you join me (Penny!) as I chat to fellow creatives over a cocktail.
Founder of Blue Whale, endless adventure seeker, animal lover, and obsessed with all things content marketing. Questions? I'm always happy to chat.
My name is Nikki and it’s so great to virtually connect with you! I know your time is valuable and these days having free time is rare, so I’m going to cut right to the chase.
I started Blue Whale Communications because I want to help businesses continue to do great things – ethically, locally, globally. I want to help them continue to make a difference in the way they’ve found works for them. And I plan to do that in the way that I know best: with meaningful language and smart communications.
This blog will focus on tips and tools you can use to help your business’ presence grow and succeed online. From specific writing tips, to general campaign strategies, you’ll find what you need here to help guide you and your business in the right direction for digital (and traditional) success.
And we’re going to start right now – no time to waste!
You’re an expert in your field, there’s no denying it. You’ve spent countless hours perfecting your craft, running your business, and making your clients happy. But how do you tell other people (i.e., your potential clients) that? And how do you do it in a way that seems natural? First step: You start a corporate blog.
A blog is the easiest way for your company’s leaders (top execs and employees alike) to engage with potential buyers. It also creates a goldmine of material for you to repurpose on other social media platforms (but that’s a blog for another day).
If you want the numbers, how does this sound: HubSpot research shows companies that blog:
have 55% more website visitors
97% more backlinks (or inbound links – these are links to your website on other sites), and
434% more indexed pages (essentially, these are pages entered into the Google Search database for people to find).
I know what you’re thinking – “Why didn’t someone say so sooner?! Let’s get started!”
Great! But 85% of corporate blogs have fewer than 5 posts, so keep the following tips in mind to ensure your blog is a success.
5 Tips For A Successful Corporate Blog
Know Your Audience: The first rule of any great content strategy is to know your audience and what they want to hear. Develop client personas of your top 5 consumer types, and focus on what they really want to read about. The CEO of a tech company will be interested in a very different angle than the IT guy beginning his career – even if the topic of discussion is the same. Once you have a clear understanding of what a typical reader is coming to your website for, you’ll be able to develop content that suits their needs (not yours). When they discover that your site is providing value for them (instead of selling your services) they’ll keep coming back – and then they’ll ask you about your services when they’re ready to buy. You’ve successfully shown them you’re the expert, with value to share.
Be Consistent: Think about what you are going to write about, and how often you will consistently publish new content. Be realistic with your audience when setting expectations for new content – publishing 3 times a week may sound great, but if you can’t adhere to that standard, you risk becoming undependable. A content calendar is a great tool to keep everyone on track and aware of deadlines. Content is King, but Consistency is Queen.
Don’t go it alone: It’s not easy coming up with new content week after week, month after month, year after year. And new, interesting content is paramount to your blog gaining momentum and then keeping it. Having a team for brainstorming, drafting, editing, and publishing (and repurposing) blog content will make maintaining it that much easier. And when you can maintain a blog with a variety of content, you’re doing better than 85% of the businesses blogs out there. Anyone in your organization can contribute to your content library. Use your Subject Matter Experts to write content related to their fields. Another option? Consider hiring an agency or consultant to help. You’ll get expert advice and the best bang for your buck.
Let your brand shine: The internet is full of advice and there is a blog on every topic in every industry. How do you make yours stand out above the noise? With your brand. Your brand is your company’s identity, what it becomes known for, and consumers have an emotional connection to brands they perceive to be similar to them. Think of the difference between a Tim Hortons coffee drinker, a Starbucks coffee drinker, and someone who supports the local independent shop. All daily coffee drinkers, but all unique identities. Your blog can build brand loyalty among your clients – if you let your company’s personality shine.
Analyse and learn from previous posts: The biggest mistake you can make (next to not having a blog, that is) is to hit ‘Publish’ and forget about it. Sign up for Google Analytics and track your page views, see what channels readers used to get to your blog, and monitor comments. Take note of which blogs were a hit, and which ones flopped. The more you know about your audience (i.e., your clients) the more successful you’ll be at delivering content they want. Analyse, learn, and adapt if needed.
(Still have questions? We can help. Let’s chat about your needs).