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  • FORUM INSIGHT: Make your company blog work harder

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    There’s no sadder sight than a neglected company blog.

    The chances are you’ve invested a fair bit of money in your website, which is probably the main channel through which to present your company to potential and existing customers outside of face-to-face meetings.

    And if that’s the case, you’ve probably spent a fair bit of time setting up social media channels, and have maybe even paid someone to manage those for you.

    First impressions last and your blog is the perfect tool with which to keep those channels fed and your website looking fresh and up to date.

    But like New Year resolutions and Arsenal FC post-Christmas, it’s very easy to lose momentum after those initial earnest posts.

    The main consideration when trying to keep a company blog updated is time, or the lack of it. Quickly followed by the need for inspiration. Both are easily addressed.

    If you’re already paying someone to manage your social media, speak to them about taking on blog duties too. If you’re using an external creative agency the chances are they will be able to help too.

    Internal solutions are also easily happened by. That new marketing intern is probably desperate to get his or her name up in lights and should be eager to prove their worth through blogging duties. Failing that, ask around – offices are often full of hidden talents waiting to be released.

    Once you have the resource, it’s time to think about the content. The task of conjuring up appropriate subject matter can be a little intimidating, but it needn’t be.

    A good place to start is drilling down into your product line – what do you sell? How were those products created? Look at mini FAQs, staff profiles, product announcements and commentary on industry news that affect your business. Does BREXIT have implications in your market? Tell your audience why.

    To keep organised, draw up a simple content calendar, containing subjects, publication dates and responsibilities to keep things on track.

    And the more content you post, the better it is for SEO too. Search engines will see that your site is being maintained and kept fresh, and that will score you brownie points against competitors in the rankings wars.

    Plus, as alluded to earlier, the great thing about blog content is that it will feed your social media channels, which can also become neglected quite quickly. Each blog you post should be shared on LinkedIn – via employee profiles and your company’s own page – Twitter and Facebook.

    All all three platforms you can then increase your reach if you pay to ‘boost’ posts to reach specific demographics. But more on that anon.

    So, brush those cobwebs off your CMS and start posting – the world of content marketing awaits…

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    Toby Cruse

    All stories by: Toby Cruse