A blog or new page on your company website is a great way to expand your footprint online – more content and more posts means more information that can be indexed by search engines, the likes of Google and Bing. It also means your potential customers can find out more about your business and your expert insights. Content they might not always find on your standard website pages.
However, there a few more things to consider…
A blog page of your website requires a certain amount of commitment. Whilst a news section on your website is great, failing to maintain it can in fact be detrimental to your business.
Hyptohetically, if you were to visit a company website, read about them and then visit their news articles to discover it was last updated in 2015, would you be more or less inclined to contact them? You can sometimes ‘get away with’ not updating your main website content, but blog post and news articles typically have post dates. For it to appear that you haven’t taken the time to update your website content in almost two years, you can forgive a portion of potential customers for considering that you might not even be trading anymore.
So you’re commited to regularly updating your company news or blog page, but is your content up to scratch?
Posting ‘poor’ content can do more harm than good. When creating content, tailor it for humans to read – not search engines! You can use blog and insight posts to go into greater detail about your business, how you’ve created your process or your product and share your expert thoughts on relevant topics in the news, much like we have with GDPR.
If your content isn’t up to scratch, you can’t expect your website visitors to read it or engage with you via comments and shares.
If your website is built in WordPress, then the chances are you’ll have already installed a plugin called WordPress SEO by Yoast. Activiating this plugin will give you tonnes of pointers and tips to optimise your content both for readers and for search engines, by using tools such as the Flesch Reading Ease test. Aspects of your content, such as word count, keyword density and paragraph length will be traffic lighted red, amber or green which makes it easy to identify what you need to work on to craft the perfect post.
So what should I post about?
Great, so you’ve decided to start a company blog. What are you going to write about? Here are a few suggestions.
- Company Updates – let the world know about your latest achievements as a company. Have you taken on new staff? Won an award? Moved to bigger premises? This is genuine organic content – when someone searches your company name, there’s a chance they’ll find these posts and see that you’re actively and positiviely promoting your business, your staff and your growth.
- Expert Insights – use news websites and articles releveant to your sector to find topics you create a post on. You can then create content and outline how the details of the original article apply to your business or your market sector. Within web and technology, data protection and GDPR are big talking points, so we made a post on how GDPR will affect us.
- How-To Guides – if you’re a consultant or a company that offers a servcie rather than a product , your knowledge and information can be your main product and you don’t want to give that away for free! How-To blog posts and ‘Tips to…’ will draw in visitors who are looking to achieve a task on their own, your post gives them some advise and if they’re unable to complete what they’re looking for, the first the place they’ll go back to is your blog post where low and behold is your contact information. For example, we posted ‘The comprehensive website checklist‘ and following that post, saw an increase in enquiries to help small businesses optimise and improve their website based on our tips.
This isn’t a definitive guide to using a blog for your company, but hopefully it’s enough for you to be able to make a decision on if a blog is suitable for your website.