7 Habits of Highly Successful Company Blogs

Successful corporate blogs have seven things in common, plus a little heart, and a little structure

If you run a company, and you have a website that seeks to make sales, acquire new customers, or generate new leads – you can benefit from a company blog.

On a successful corporate blog – blog posts are advertorials. The author seems to hate this, but marketers and business owners understand what it means. Every blog post is a new landing page, and it works for you. He has a job and a hard hat, and he works 24 hours a day for you.

[Tweet “Every blog post has a job and a hard hat, and it goes to work for you every day!”]

If your blog isn’t sending new website traffic, sales, or leads, then you’re doing it wrong.

If yes, then you are following 7 habits of highly successful corporate blogging (congratulations!):

blog-company-success1. Successful company blogs have an editorial calendar.

Getting up and running on whatever topic you’re passionate about on any given day, isn’t an editorial strategy. This leads to missed days, posts that don’t come out until 3pm, and just a messy blog. Plan your blog’s editorial calendar at least a month in advance, if not a quarter. This is a template we trained with the new BuzzFarmers Managing Editors. Feel free to use it, or give us a call and we’ll handle the heavy lifting for you.

company blog

Also Read :
Increase Landing Page Conversions with Touch Points Online

blog-company-success2. A successful company blog is one that is authoritative and useful to readers.

Content always comes first. At BuzzFarmers, we’ve hired and trained professional writers to become content marketers – not the other way around. The quality of your content is how you get people to read from your title tag to your call to action. Don’t skimp on the meat of your article.

blog-company-success3. Successful company blogs are optimized for search.

Not sure what to write about? Do your keyword research. Find out what your customers and target customers are likely to search on the web. Look for the questions they ask, then provide solutions. Every post on your blog will work for you while you sleep, as long as it’s optimized for search.

blog-company-success4. Successful company blogs have a long social media promotion cycle.

Don’t stop promoting your posts multiple times; let live forever. Do this using something like CoSchedule or Hootsuite. We write 12 unique social media posts per article and schedule them to be shared throughout the year.

blog-company-success5. Successful company blogs test everything.

Test headlines, test Tweets, test Facebook formulas. Your readers will tell you what they like the most when they click, comment, share, and retweet. Measure this!

blog-company-success6. Successful company blogs have guest posts from their leadership team.

You may have on-staff writers (or you have us) producing daily content, but readers resonate with thoughtful posts from the leadership team, sharing case studies and insider stories. We interview CEOs all the time to write this post on their behalf.

Sorry. I hope you enjoy this blog post. Want a better company blog? Order the Content Roadmap and we’ll tell you who to write for, what to write for, how to write it, and even how to promote it. Your customers will thank them with their wallets. Learn more…

Also Read :
Why Blogs? Because No Industry Is Boring, Really!

blog-company-success7. Successful company blogs have a call to action.

Without a purpose, your blog is just a messy pile of text. Give each job posting. Add a call to action in the middle of your post (See above) and below (See below). Link to other articles on your blog. Links to related products. Be casual about it, but don’t throw away good content.

I wouldn’t list this because it’s out of scope, but it’s still a big deal: Don’t post a page and call it a blog post. WordPress is becoming a popular standard not only for blogs, but as a complete content management system for websites. Google reads and indexes WordPress blogs easily, but for goodness sake, make sure your blog is on the same domain as your website.

Beyond these basics, find some out-of-the-box ideas. For example, our office dog Napa has own blog, created to entertain dog lovers, but also encourage pet-based businesses our way. And that is right!

Not to mention, we can have fun interviewing dogs for #WorkingDogWednesdaylike Ben & Jerry, Glass door, Wistia, PetBoxand many others!

Beyond the essential structure for a successful corporate blog, it also requires heart – that’s what your blog is for. Your sales page is for jargon. Your blog is where you connect.

In the words of one of my favorite copywriters, Abu Ambige:

“Anyone can sell treadmill parts. There’s nothing genius about it, nor is it too difficult. The difference has nothing to do with what you’re selling. The difference lies in how you sell it, and furthermore, in how you make the people who buy it feel. And when it comes to your words on screen, versus the next person’s words on screen, then what you say is actually more important than what you sell.”


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