8 Steps to Starting a Company Blog

A few quick facts:

Still not sure a company blog is worthwhile? Consider the following statistics:

40% of companies use blogs for marketing purposes. 1

B2B companies that blog generate 67% more leads per month than those who do not. 2

B2C companies that blog generate 88% more leads per month than those who do not. 2

1 eMarketer, Aug 2010 2 Hubspot “State of Inbound Marketing Lead Generation Report”, 2010

8 Steps to Starting a Company Blog

•Decide who is in charge

Step #1

Make someone responsible for your blog. To be a valuable marketing tool, your blog can’t be neglected. Too often, the maintenance and promotion of a company blog is a shared responsibility and becomes a low priority.

8 Steps to Starting a Company Blog

•Conduct keyword research

Step #2

Your blog posts can cover a wide array of topics, but they should remain focused on your targeted keywords. The SEO advantage gained from regular blogging is significant. Be sure to maximize that opportunity by optimizing your blog posts from a search perspective.

8 Steps to Starting a Company Blog

•Create a publishing schedule

Step #3

Your blog needs new content added on a consistent basis. Determine how many posts you need (we recommend a minimum of one per week, but the more the better), establish a schedule and stick to it.

Helpful tip: Before you launch your blog, build up a month’s worth of content. This will give you a little flexibility to stay on schedule as you move forward.

8 Steps to Starting a Company Blog

•Determine article sources

Step #4

Is one person responsible for generating all of the blog posts? Will every employee submit one article per month? Will you use an outsourcing service to provide content? Answering these questions during the planning stage will make the process easier to manage.

8 Steps to Starting a Company Blog

•Sync blog with social media

Step #5

Alerting your followers of new blog articles on Facebook, Twitter, Linkedin, etc. is a great way to promote your content. The amplification power of social media can be an effective method for driving traffic and gaining a following for your blog.

8 Steps to Starting a Company Blog

•Spread the word

Step #6

Email your contacts to announce your blog once it is up and running. Continue to send emails as you update your blog until you have built up your traffic and RSS/email subscribers.

8 Steps to Starting a Company Blog

•Create a call-to-action (CTA)

Step #7

Once you start attracting readers to your blog, focus on including CTA’s so you can start moving those readers into the sales process. These will vary depending on your product or service, but examples include: downloadable whitepapers, trial offers, free consultations, etc.

8 Steps to Starting a Company Blog

•Review your blog analytics

Step #8

Which articles are generating the most interest? Which topics need some help? Which ones are leading to click-throughs on your CTA’s? Use this information to develop new content ideas and to improve the overall performance of your blog.

Looking for more information?

You may also be interested in these blog posts:•How To Choose A Blog Post Topic•Developing Blog Posts from Existing Material•Key Elements of a Successful Blog

Understanding the importance of a company blog is the first step. Defining goals, developing content and executing a publishing schedule is what will make your blog work. If this sounds overwhelming, our Blog Writing Service can help. We will work with you to develop your keyword strategy, establish a publishing schedule and deliver the blog content you need! Click here to learn more.

Who we are

We provide inbound and direct marketing services to businesses and nonprofit organizations. For over 40 years, we have been helping our clients develop, manage and execute their marketing plans.

Visit us online at www.rivkind.com or call us at 781-344-2650 to learn more about the services we provide.