A company blog is a website, or part of a website, comprised of regular entries of commentary, descriptions of events, opinions of the company the author works for. Entries, called posts, are usually arranged in reverse chronological order (most recent at the top) and uses text, links, images, video, audio, and music to interact with audiences.
Blogs are a great social media tool. Social media is focused on using internet technologies to connect with audiences and draw them into an ongoing conversation about the company and its activities. It is about making a more personal connection and an exchange of information rather than bombarding audiences with press releases.
An important element of company blogs is that they are interactive. Readers are able to leave comments, follow links, watch videos, listen to music. Readers need to be able to actively participate in the content. If done successfully many readers of company blogs feel a bond or relationship with the company. This is where the value of a company blog is found, in trust and credibility.
Content is key. People don't visit your blog to see the flashy gadgets they want information and interesting content. Content needs to be fresh and regularly updated. It is not always easy to find new content. One good place to find topic for opinion pieces is to respond to... on your company Facebook page. If users are always asking about certain topics or have complaints then the company blog is a good place to respond.
If you are still struggling to find content try making a 'best of list' or a 'top ten'. People love lists, especially if they are something they can use of identify with. Company blogs are a great place to use a list. Try thinking of ways it your services or products into a list, for example top ten recipes for a quick dinner, if your business is food related or the best ways to remove carpet stains, if you are a carpet cleaner. People love to share lists as well so a list will be reposted on other sites, which can result in increased web traffic.
Guest posts are always a good way of generating content. You can ask an existing customer to write a review, this helps to show another perspective of the company you may not have thought about promoting. Expert guest writers are also useful. Finding an 'expert' to write on a topic which casts your company in a favorable light can be easier than you think. For example if you own a Florist, any of your staff could be considered experts on the best flowers available during the winter season or which flowers to send to a funeral.
It is always a good idea to keep an eye on current affairs and look for issues which may be linked to your company. A beef farmer may wish to write about the current suspension of live animal trade to Indonesia or a car salesman may like to write about the carbon tax. A company blog is a platform to put forward the company stance on an issue.
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