Many small to medium sized organizations are taking the leap to starting up a company blog. Blogs often get neglected until there is a major press release or news event, which can be very infrequent for SMBs in products and services. It is common to see a company blog that hasn’t been updated in months, or over a year. It can be a struggle to come up with ideas to blog about therefore, I wanted to offer help ideas that will have you blogging on a regular basis.
My company is a services company. What can I blog about?
Projects in the works or recently completed projects
If you offer development services, post about projects that have been recently completed. For instance, if you are a realtor, post about recently sold properties. If your organization works with other larger organizations, post about that. These kinds of posts will help re-enforce confidence in prospects and highlight services that your existing clients may not know you do. It’ll also keep you top of mind of your interested prospects and clients.
Highlighting processes in the way you deliver your services to your clients can be the differentiator between your company and your competitors. It’s important to pitch your USP (Unique Selling Proposition) and it can be better received if it’s passively served via your blog.
My company is a product company. What else can I blog about?
Your products are your bread and butter and when possible they should also be the focus of your blog.
New Products or Vendor/Suppliers
It’s not uncommon for companies to bring launch products and fail to appropriately announce it. Use your blog as a channel to highlight when your company has something new to offer and the problem it solves.
Sometimes an organization has many products. With so many choices, prospective customers may find it hard to find the right product. Other times, product information pages can be too limited for customers to get the information they want. Highlighting products, particularly ones that are of high popularity can help your company around those issues. It’s particularly effective if images or videos are available with these postings.
Product Promotions or Discounts
Everyone likes a sale, particularly if you sell consumer products – a promotion/discount announcement can be picked up by one of the many popular consumer deals sites online.
Other Common Topics
Commentary on industry events or commentary from other industry leaders
Posts that reference well-known individuals are particularly effective in driving traffic from searchers online. Both commentary and client success stories help establish credibility for your company, which helps to differentiate your company and reinforce confidence in prospects.
I’m Still Stuck
Sometimes you just don’t have anything to talk about. At those times, you have to defer to the backup plan.
Best posts of July, September, 2009, etc
Links to other industry blogs
If you choose to blog about another blog or resource, you should notify the person you are promoting and many bloggers will make a post about it, hopefully crediting your company or blog. This will help build up your blog’s network and credibility.
The Most Common Mistake
The most common mistake for company blogs is to only post company news or press releases. Although those types of posts can be a part of your company’s blog, they should be the minority of the posts. If you make this common mistake, the only people who will read it will be your company’s staff or your competitors.
Like this post? Follow ActiveConversion on LinkedIn:
About Jim Wong
Jim is a digital veteran with over 10 years of experience driving digital strategy and leading multi-discipline teams for national & local brands in over 20 industries. His expertise is in leveraging digital marketing to market businesses smarter and better through a data focused, performance ROI driven approach.