Corporate Blogging: Blog as a powerful medium for digital marketing

In this digital era, one costly mistake a brand can make is not having an online presence. The internet has blessed us with diverse social media platforms that brands can utilise to gain visibility and generate revenue.

One of these social media platforms is blogging. However, there are various forms of blogs.

A corporate blog is a direct online medium of communication between a brand and its intended audience. Corporate blogging has made it possible for brands to sell their products or services to a large audience.

Every business needs a corporate blog to effectively market their products online to a wider audience

In this article, we will examine what corporate blogging is, its various types, and how it can be used as a powerful medium for digital marketing.

Corporate Blogging

Corporate blogging is the act of creating a blog to publish articles about an organisation or company. It can also be regarded as an online space where a company can relate with its audience by sharing insights, news, or opinions about the company’s products or services.

The main purpose of a corporate blog is to maintain communication with the readers while sharing knowledge or valuable insights on industry topics with them. Corporate blogging is long-term; the desired result might not be immediate but it pays in the long run.

There are different types of corporate blogs brands can operate depending on the purpose or goal of the blog.

Let’s get right into it.

Types of Corporate Blogs

Product Blog: A product blog is solely for the promotion of a product or products. The product is the main focus and as such, any post written is aimed at promoting it. Maintaining a product blog is difficult because you have to strike a balance so the readers don’t get bored. Blog posts can combine videos, short texts, or pictures to retain the attention of the readers.
News Blog: Brands operate news blogs to disseminate timely information about the brand to their audience. News blogs can be in form of press releases announcing important events like change of management, recent developments, or award ceremonies. A news blog isn’t particular about promoting the services of the brand; it’s more like an in-house journal about its business operations.
Campaign Blog: Campaign blogs are used to launch new products. It takes the customers through the process of developing a product, its implementation, and launching the product. It is usually for a fixed period and most times, companies use their news blog as a campaign blog instead of having a blog only for campaigns.

Thought-leadership Blog: A thought-leadership blog provides readers with expertise in the industry. It is usually handled by an expert who creates relevant content for the target audience. This establishes the brand as an authority in that field.

Corporate blogging as an effective digital marketing technique

Corporate blogging is essential for digital marketing. It is an online means of communication and it has enormous benefits. They include:

It creates brand awareness: A corporate blog is your business’ online identity. When people search for certain keywords, with the right strategy, your corporate blog tells them what your business is about. It helps to generate visibility for your brand making it easier for people to locate your brand and learn more about what you do.
Converts leads to buyers: There are 5.16 billion internet users in the world scrolling through pages to satisfy their desires. When your corporate blog posts are tailored to show your audience how your products or services can solve their problems, it becomes easier to convert them to buyers.

A corporate blog shouldn’t be only about the company’s news or the launching of a new product. Let your posts accommodate the needs of your readers to convert them to regular customers.

Builds confidence with your customers: One reason most businesses battle with making sales is because they lack an online presence. People want that assurance that a brand is genuine before parting with their hard-earned money. A corporate blog is an avenue for a brand to communicate with its customers, get feedback, and attend to frequently asked questions.
What is a better way of building confidence than being a caring buddy?

Generates traffic: Consistently delivering high-quality content using the right keywords would rank your brand higher on the Search Engine Result Pages (SERP). When people search for a product or topic in your industry, Google will rank your blog on the first page thereby driving more traffic to the blog.

To generate traffic, you need to master the art of Search Engine Optimisation (SEO). Search Engine Optimisation is the technique employed to increase the visibility of a brand. Owning a corporate blog isn’t enough to market your product, you need to utilise other digital tools to stand out from the competition.

Conclusion

Corporate blogging is essential for digital marketing; it is a powerful tool a brand can use to build a formidable online presence. From brainstorming content ideas, and writing, to posting consistently, having a corporate blog requires a lot of effort.

Brands must put in extra effort to stand out amidst the numerous businesses online.

To start with, every post must have a call to action (CTA). Call-to-action is a prompt telling readers what to do. It could be to sign up for a newsletter, buy a product, or leave a comment. This helps to encourage engagement from your audience and you can measure your blog’s performance.

Also, a content calendar would help in posting consistently. Content calendar is a way of scheduling your posts with defined dates for publication. This way a brand can retain their readers by meeting their expectations.

Finally, before you think about setting up a corporate blog, take out time to map out your plans and purpose for the blog, this way it becomes easier to meet your defined target.

If you need more guidance on how to run your corporate blog or anything else related to digital marketing, Boldfruit is your go-to.

Let’s help you unlock value.