Blogging can be a bit like the Y2K hysteria of 1999. Blogging makes logical sense, it has amassed followers but it’s still vastly misunderstood. Many viewed the Y2K bug as merely a computer-related issue while others predicted it was the end of the world.
Some companies see blogging as a logical business-related expense while other organizations live and die by the blog. Your company likely falls somewhere in between—and if so— we’ve got some tips for your company to get the most out of blogging.
Decide the Purpose of Your Blog
You’ve read all about how a blog for your business can drive traffic and produce leads but if you don’t have an overall purpose or goal for your blog your efforts might not be worth the time and money spent.
For example, if you decide you want to use your blog to get more hits to your site, the best way may be to establish your company as the expert by creating shareable, helpful and entertaining content.
With ROI for blogging front of mind, companies will often decide the purpose of the blog should be sales. There’s a quote I love: “If you focus on how your content will help your business instead of your customers, you’ll likely wind up wondering where you went wrong.” While sales leads can definitely be a goal for the blog, don’t forget what your audience wants: relevant, trustworthy content.
If you’re paying someone to generate content because you heard it was what other companies are doing—it might not be a good use of your money—especially if you haven’t pinned down a purpose. Need help deciding the purpose of your blog? Check out our infographic, “How to Achieve Your Marketing Goals Through Blogging.”
Make Sure Your Website Has a Good Foundation
Blogging can be intimidating especially when “experts” tell you that you need all of these crazy keywords and SEO tricks. You don’t necessarily need any of this but you do need a good website.
We often use the example of throwing a party when it comes to blogging and websites. If your house is a mess and you decorate and throw a party (or blog) anyway, your friends will probably still have a fine time but what if you clean up and spruce up your house AND make some snacks before the party? You’ll have a lasting impact on your friends and they might think the party is cool enough to invite more people.
If you’re paying someone to blog for your company and your site is slow, isn’t mobile and you haven’t done basic SEO, the blog posts won’t perform as well they could. Hire even the best blogger on the internet and these factors can still impact your efforts drastically.
Value the Imagery on Your Blog
AdWeek has very useful advice for choosing images for your blog, which we’ve shared on our blog in the past. Ask yourself these three questions (and step away slowly from that colossal stock photo site):
1. Is it emotionally authentic? Is that excitement about job searching convincing?
2. Is it happening in a real place? Like an office. How many stock photos have we seen of nurses hanging out, arms crossed in white space. Where are they? Not in real life.
3. Do these people look convincing? Or do they just look like stock photo models?
Valuing the photos on your blog doesn’t mean you need to spend money! It just means you need to invest a few more minutes of your day using the right resources.
Contribute. Even If You’re Paying Someone to Blog For You
If your idea of blogging is paying a blogger to have very little contact with you and then post tips for jobseekers, you’re blowing it.
Yes, I said it. YA BLEW IT.
I hate being harsh (you know I just want the best for you) but I have to be frank. Blogging should be extension of your marketing plan and if you want mass produced, thoughtless blog posts — it reflects directly on your company.
Yes, writers who work for publications come up with all of the ideas on their own and pitch them to editors but because often the pitches are about real people with real stories (just like your staffing company), it takes feedback from the editor and contribution from sources. Throw your writer or blogger a bone and your readers will thank you.
Want more tips for blogging for your company? Contact us today about social media marketing and we can help get your site and your blog in tip top shape. Call us at 866.991.1849 or hit up our contact page.