By Catherine Heath (Freelance Technical Writer and Marketing Advocate)
Catherine is a freelance writer based in Manchester. Blogs. Copy. Documentation. She believes in ditching the jargon – just give her plain writing.
In collaboration with Syed Abdul Qadir Gilani (a Python developer and data scientist),
Find Syed on LinkedIn.
There are companies out there who don’t think it worthwhile to invest in their blog. They don’t want to pay freelance writers to produce content. Well, we’re here to help you look at it another way.
Here’s why you need a content strategy for your company blog.
1) Establish a leadership position
Image source: Document360.com
Content will help you get the word out about your expertise in your industry. Take the time to share your knowledge and experience with thought-leading content that shows your company is a leader in the industry.
Let people know what you stand for as a company through thought-provoking content. Make your brand a reliable and trustworthy source of information by building trust by creating reliable content.
2) Promote traffic and engagement
Image source: Google
Companies want visibility in the search engine rankings. The use of search engine optimisation (SEO) can increase website visitors. Well-placed high-ranking content can be the pathway to SEO success, and that’s where top-tier content comes in.
Social media engagement and sharing can help your content rank more highly so it helps to build your social channels. At the same time, regularly posting great content makes your social channels far more engaging. Contribute to building a sense of community through discussions and comments.
3) Generate leads and convert them into sales
Another purpose of thought-leading content is to Inform prospective customers about the products and services that your company offers.
Content helps you gain trust and credibility through the marketing funnels and you’ll be able to guide users through to conversion. Use targeted and encourage people to act to increase sales and conversions.
Image source: SEMrush
4) Improve brand awareness
Content on your company blog increases visibility and recognition as customers start to get used to your output. Unique content is invaluable in gaining customer interest and helps your company stand out from the crowd.
You can differentiate your brand from competitors and strengthen your brand’s identity and message through valuable content. Strong branding is key when producing content because you can get customers to identify your message more quickly.
Image source: awaywithwords.co
5) Improve the customer experience
Helping customers is another way that you can deliver value through your blog. Offer helpful insights and information about your product as well as addressing other customer issues and concerns.
Present customer success stories and testimonials on your blog so that customers are aware of the value of your product.
The importance of a company blog
Through a blog, you can prove your expertise and knowledge. You are highlighting the company’s achievements and awards. Include customer testimonials and reviews to show off the value of your product.
Promote employee contributions and perspectives through blog contributions. Display the company culture and values so that customers are aware of how your company approaches them and your product.
There are more key advantages:
- Develop trust – through valuable blog content customers can learn to trust your company’s expertise
- Promote sales – relevant content can help promote sales in the marketing funnel as customers learn about your company’s offerings.
- Keep ahead of competitors – powerful content can place you one step ahead of your competitors as you publish pieces that show you are a thought leader.
- Recognise customer needs – content can address customer needs through answering key questions and offering valuable insights.
What can you do with a company blog?
- Write about your experience – customers will be interested in your company’s experience as you share your culture and insights.
- Highlight your goods or services – explain to customers about the goods and services you offer so they are more likely to buy them.
- Communicate with consumers – if you have messages to share with your customers make sure to place them on your blog.
- Develop your brand voice – if you have a unique tone of voice and branding make sure to incorporate this into your blog content.
- Improve your company’s performance – regularly review blog content to improve company performance and check that customers are engaged.
Conclusion
It’s well worth investing in company blog content for all the reasons outlined in this post. If you need help creating content, freelance writers at Away with Words are available to help. You don’t have to do it all on your own.
Contact Catherine Heath at catherine@awaywithwords.co for more information.
