Even though corporate blogs can now be found on virtually every company’s website, in the beginning they were still public diaries and journals of private individuals. It was only a few years ago that blogs came under the radar of marketing departments, which use them for external communication since then. A wide variety of topics are suitable, as long as the content generates as much direct added value as possible for the visitor.
This can range from instructions to interviews with CEOs or employees all the way to industry news. Only direct advertising messages do not belong in a blog. It is a de-commercialised zone that will hardly result in direct conversions. A sales-oriented design even diminishes the trust in the brand, which is actually supposed to be built.
Even though in principle (almost) every topic can be covered in a blog, you should not jump wildly back and forth, but try to find a niche within your own topic area that appeals to your target audience. To do this, you can read other blogs and blog comments, as well as Facebook groups and forums. Here you can often find what readers are still missing in terms of content.
… and enjoy the benefits
And if these gaps in content can be filled, readers will come and generate traffic – the main goal, besides user loyalty, when running a blog. It is important to show competence and impart knowledge in the blog.
A blog also provides the perfect opportunity for search engine optimisation, or SEO for short. You can place such keywords here that do not naturally fit on the rest of the website. These include the “long-tail keywords” that are important for voice search, i.e. whole sentences around the actual keyword. A wellrun blog is also a means of generating backlinks and thus an important SEO factor – however: you don’t write a blog for the SEO first, but always the reader!