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3 simple steps to corporate blog success

3 Aug, 2010 McKell Naegle

Blogs are a great way to reach your client base by showing them the personality behind your brand and allowing two-way interaction. You know it is important for your business, but it overwhelms you, and you feel you don’t have the time for it. Here are some easy tips for building a successful corporate blog:

Tip #1. Recruit multiple bloggers

For blogs to be effective, they need to be updated on a regular basis. Doing this helps to establish your blog as a trusted resource in your industry and makes followers want to check back often for the next installment. We recommend starting by writing one blog post per week and then increasing it to 2-3 times per week. Many businesses, especially smaller companies, feel this may adds extra to their workload.

Hint: spread out the work. Get 3-4 people within your company to write blog posts. That means each person only has to write 1 or 2 blog posts per month! Another idea is to ask for submissions from guest bloggers (including customers).

Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Plus, each blogger’s writing style will incorporate keywords in different ways to attract search engines.

Tip #2. Enforce regular posting

Maintaining a consistent schedule is essential to a successful blogging strategy. We recommend creating a calendar on which you can schedule out each blog post for the month. Select which day(s) each week you would like to post. Then assign each of those days to one of your bloggers. It also helps to use this calendar to list which topics each post will be written on. (topics can always be altered if a more pressing subject comes to light)

Tip #3. Share metrics and reward success

It is a good idea to periodically offer small rewards (such as movie tickets or gift cards) to your bloggers to show them appreciation and keep them motivated.

Another suggestion is to have a competition to see which blog posts are the most popular. We recommend having some type of analytics program (Google Analytics works well) connected with your blog so you are able to measure which posts get the most clickthroughs and where the highest amounts of traffic come from. This will allow you to track which posts receive the highest readership and reward appropriately.

Whether or not your use the metrics for contest purposes, it is a good idea to share the results with contributing bloggers. It helps open their eyes to what is and is not effective in moving the needle for your company.

(source: http://bit.ly/cP8e5p)

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