What actually is a corporate blog and why does a company need a corporate blog? A corporate blog is the company’s communications center.
Nowadays, when radical transparency is required, the brand is no longer a message, but a dialogue. This means nothing else than communicating with the customer on an equal footing, responding to customer requests and suggestions and looking for solutions together.
Create added value
With a corporate blog, the company has the opportunity to create added value for the customer.
What are the arguments in favor of a corporate blog?
In my opinion, these are the following 7 arguments:
Corporate blogs – ensure a better search engine ranking
High-quality and up-to-date content is always relevant for search engines. No area of a company website is better than a corporate blog. Is blogged as much and often as possible – the visibility on Google and other search engines increases very quickly.
Knowledge instead of shallow advertising slogans
In a corporate blog, under no circumstances should you mainly report on your own company. Self-praise creates a crooked look. Your own knowledge or your own competence should be put in the foreground. Readers should be impressed with the company’s know-how.
Direct communication with customers and interested parties
Blogs usually offer a comment function and are linked to social media channels. This is the ideal combination to get into direct conversation with customers or interested parties. In this way, the company knows the wishes and needs of customers and at the same time receives useful suggestions for content production. In this case, it is important to take the criticism to heart and always remain polite!
Independence from press coverage
The company is no longer dependent on journalists to report on the company. Rather, the company becomes its own publisher. The company can decide what to publish.
Control over your own blog vs. Social media channels
The company has control over its own blog. In contrast, social media channels can be discontinued or their rules changed at any time.
Increased traffic on your own website
With a blog, your own content is retained and visibility for Google increases. The prerequisite for this is good content. The more unique and varied the articles, the better the company’s website is ranked on the search engines.
That in turn pays off on your own website. Because with a blog, the access to your own website can be increased. However, this only makes sense if the blog is integrated into the website and both are linked. In this way, the readers stay on the pages and potential customers can get an immediate impression of the company’s products and services.
This reduces the bounce rate, which is an indicator of the quality of your own website and blog. A high bounce rate signals to Google that there is no quality to be found here for users, and this can lead to a poor rating.
This means that there is a risk that the company’s website will drop again in the ranking.
Conclusion: A corporate blog enables a company to clearly differentiate itself from the competition.
«Be specific enough to be credible and universal enough to be relevant».