Having a company blog is a fantastic way to promote your brand as a knowledgeable company and an expert in your industry. Users are far more likely to use a company if they can show that they know what they’re talking about!

Many blogs get abandoned after a while and the lack of recent updates can actually be damaging for your company’s image. They are quite a large time investment but if you maximise your efficiency you are sure to reap the benefits from it.

Firstly, why?

Blogs mean you have content to promote and an extra pull to your website. Sharing this information on social media will help drive users to your site and cement your status as a key opinion leader in your industry. The more traffic and the more engagement the blogs get, the more chance you have of conversion.

What to write?

You need to focus in on your audience and your customer persona. Consider what they are interested in, what you are experts in and also ways in which to tie the information into the customer being led to your products or services.

The information needs to be useful. Avoid the sell, sell, sell approach. If you have quality blogs, customers will return to your blog to find more information, increasing your chances of pushing them to your products and a conversion.

Try and think about the type of questions your customers will be asking about your products and services, and write content around these. Focus on these and use the blog titles to target the "how to", "why" or "what is" type questions. These are all perfect ways to help your potential customers out and be found on Google search results!

An example would be if you are a company that offer  coworking office space, you could write blogs such as "why is coworking office space better than traditional office space?", and so on.

How often?

Do not let your blog go stale! As I mentioned before, users looking around a site that see your most recent post was early last year will question your organisation, service and general commitment. There isn’t a magic number and it really is the more the merrier.

As a rough guide aim for, at the very least, one blog per month. At the same time, do not sacrifice quality for quantity. If your blogs aren’t hitting the mark for valuable content, that can also be damaging and end up a waste of your time.

There’s a lot you can be doing to make sure your blog is attracting the attention and keeping users engaged. We will cover some more of these ideas in more depth in later blogs. For now, here’s a bit more of a longer read across on Big Eye Deers about the benefits of blogging.