5 good reasons to have a corporate blog

Corporate blogs have been considered an all-purpose weapon for corporate communication for years. They are a powerful tool, but they are not free.

Corporate blogs support SEO and ensure visibility

Corporate blogs support SEO and ensure visibility

One of the most important arguments for running a company blog remains search engine optimization (SEO), because a well-run blog provides all the things that Google and Co. demand for a good ranking. The chances of ending up high in the results list for a high number of relevant search queries with regular, informative content are much higher than with an old, no longer updated text that was written years ago at the start or last relaunch of the website. In addition, the contributions often offer the opportunity to include, in addition to classic text, videos, podcasts or infographics, precisely those types of content that are particularly important to the user and therefore also to Google.

Gain information sovereignty and independence from the media

Classic corporate PR is becoming more and more extinct. Press releases hardly find their way into newspapers or their online versions anymore. And if a report did make it, it was shortened by an editor and published in a place that hardly any readers noticed. However, corporate blogs enable companies to publish exactly the information that they want to see published. In addition, the Internet has no space problems and the production of videos and audios is feasible for every company thanks to lower technology prices and software, some of which is even open source.

By the way, in contrast to publications on social media sites such as Facebook, Instagram or Twitter, the company retains sovereignty over its content in its own blog. So you don’t have to worry about individual posts being downgraded or even censored by an algorithm.

Optimize customer acquisition and conversions

Of course, the actual goal of a company is still to bring its products or services to customers. And here too, a corporate blog can help in a direct way, for example in which the author specifically offers the opportunity to gain the reader as a lead using a form in a post or places a product that can be ordered in the connected online shop. However, such posts require a little skill, the lead or the product sold must represent added value for the user, and the post must not be a clumsy advertisement.

Strengthen customer loyalty and keep customer communication active

The corporate blog is part of corporate communication. It serves to keep in touch with the customer and to keep them up to date on industry news, products, services and the company itself. Direct communication with customers takes place via the option of comments and the integration of the corporate blog into the social media concept. This offers the opportunity to get to know the customer’s problems better and offer even more targeted solutions. At the same time, a relationship with the customer will be created in which the customer feels taken seriously and comfortable, which in turn increases their loyalty to the company.

Promote employer branding and recruiting

What applies to the customer also applies to future employees. Anyone who relies solely on well-formulated and designed job advertisements in the fight for tomorrow’s skilled workers will often lose out compared to the competition. Qualified specialists are not looking for a position for a few months, but rather long-term development opportunities. That’s why, like the potential employer, they try to get as accurate a picture as possible of their counterpart. Of course, you can also look for the necessary information online. Anyone who as an employer can present their corporate culture positively in their corporate blog has an advantage over the competition.

One thing must be clear in advance: it involves effort and certain costs

However, all of these advantages do not come for free and simply starting to blog will rarely lead to success.

A well-run corporate blog takes time in advance planning. And running the blog isn’t something you just do on the side. Large companies operate entire editorial departments. Small and medium-sized companies will not have to pay employees extra for this purpose, but anyone who also writes for the corporate blog must have sufficient time and resources available.

You should face this fact and plan in advance, because an empty and unmanaged blog achieves exactly the opposite effect of the advantages mentioned above.

Alternatively, agencies or external copywriters can be hired, but their costs must of course also be taken into account in advance.