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Content marketing, in general, can provide many valuable benefits. It can help create and maintain a brand presence; assist in search engine optimization; and position executives as thought leaders. It can also serve as a valuable source of information for both customers and potential customers.
There are many types of content marketing. Technically speaking, everything your business creates and publishes is content marketing. This can include such items as marketing pieces, videos, blog articles, articles published in trade magazines, social media posts -- you name it. If your audience sees it, chances are that it’s content marketing.
While most businesses understand the importance of content marketing, many get stuck when trying to make it an ongoing reality. Think of it as an extreme case of writer’s block. Someone is tasked to create this “content” but they don’t know what to create on a regular and ongoing basis. Some companies create comprehensive content marketing strategies, but then lack the creative time and resources, so they never get implemented. Others simply stare at a blank document without a clue as to where to start.
As a starting point, the focus of this blog is on one type of content marketing: a company blog. Blogs are one of the easiest ways to produce and disseminate good content, but for some can be tricky to execute. Typically, the lack of execution is simply due to not having any ideas to write about.
Here are 4 basic tips to help establish a winning blog:
If you choose to integrate a blog into your website (which is where it should be, by the way) be consistent in publishing. Consistency breeds expectation. There’s nothing worse than having a company blog in which the last post is months or years old. It shows apathy as well as a lack of commitment. And those are not favorable attributes for any business to be projecting. This type of blog just helps to drive customers away. Decide how much you want to publish and then determine how often. Choose a day of the week and ensure that you are always publishing on that day. Your customers will start looking forward to the articles, as will the potential new customers.
One last key piece of advice: Please do watch spelling and grammar, as you would with any communication you wish your customers and potential new customers to view.
Blogs don’t have to be long, nor do they have to be masterpieces of literature. Show your personality and start a conversation: that’s how great relationships are built!