Company blogs thrive all over the web - and for a good reason. They’re a great opportunity to discuss topics that are relevant to your clients and prospects. Creating your blog is the first step, but promoting your content is essential to be seen (and read) online.
How to drive traffic to your company blog?
First, you want your articles to discuss interesting and relevant topics. You also want to think about how you are going to communicate in order to catch your reader's’ attention.
1/ Branded articles
People reading your blog seek information, but they also want a human connection. Keep in mind that your blog is a part of your company’s image.
Let’s focus on two aspects: the tone of your blog and your writer’s personality.
Having a consistent tone throughout your articles is important, but it shouldn’t mean that your writers shouldn’t express their ideas the way they want to. A hint of their personality will give a uniqueness to your blog and make it more human. You want your readers to feel like you are truly talking to them. This will make them more likely to interact with you and share their opinion. - And this, is what you’re looking for!
You can also provide personal information about your writers: job position, photo, expertise, etc.
Try inserting links to your other articles throughout your blog post. This will generate more traffic to your website. Link your subjects and present them in a coherent way.
2/ Promoting your articles
This is no secret. Social media and Newsletters are the best way to promote your content. With everybody using these platforms… how can you stand out from the crowd?
No need to remind you how important it is to post your articles on all your social networks, it’s a no-brainer. But there are some strategic moments to post in order to reach a larger audience. For example, 9am on a Tuesday is when the highest social media activity is recorded. That being said, best practice is to test different timeframes and see which one renders the best results for you. For example Facebook offers interesting insights about the moment your audience is online and interacting with your content. Think about using this information as a starting point for your testing.
There are so many communities online that share the same interests as your industry, so take advantage of this opportunity. Link your articles to your personal account on LinkedIn. This will alert your connections and maximize the visibility of your articles.
3/ Spotlight on others
Sharing your articles on your social networks is not enough. You need to take part in your community’s discussions. You want people to interact with you, so interact with their content: share, comment, quote articles you read and bring value to the discussion. By showing interest, you’ll build credibility and increase your reputation. This can help build awarenes and interest for your own articles.
BONUS/ What about case studies and guest blogging?
Case studies are a great way to prove your expertise! Quote your clients and invite them to share your case studies. You’ll be able to reach their social networks and increase your audience.
Consider guest blogging: invite influencers of your industry to write an article for your blog, or offer to publish one of your own on theirs. These techniques can help improve your credibility and reach more visitors.
Having a blog filled with thought-provoking and compelling articles is a real added value for your company. Check out our 10 tips to help you choose subjects for you articles and optimize your content.