When I meet clients to discuss their business blog, they are usually frustrated by the lack of interest and engagement their customers and audience have with their content.

I can certainly understand their disappointment.  After all, with all the hard facts and positive reviews about the value of content marketing and how it can shorten the sales cycle and increase lead generation, why then it is more difficult for some companies to develop a successful content marketing program?

The number one reason is that their content is stingy.

Stingy Blog Content

secrets of a stingy blogStingy content happens when you’ve convinced yourself that there is nothing new to discuss, the industry is slow, lacks innovation or too competitive, or you are worried about giving away content to help the competition – for free.  The list is long, and minds are closed to even the brain-storming process, a necessary step to develop a wide-reaching editorial content.

As a result, corporate blogs are annoying, boring and just plain stingy.

How can business not have a stingy blog? Here are my seven tips:

Develop Leadership Thought

This usually works when a president or someone in senior management has a natural talent to discuss broader topics, such as what the industry is doing about the environment, how mentorship programs work for their company, a review of the industry’s past and future success and other leadership style thinking.

Of course, if you’re not a writer that’s where the professional content marketers come in. They’ll sit with you to learn about your vision, what’s drives you to want to build your business and put all this into words.

“Branding a Process” Makes For Great Content Ideas

Does your business focus on customer service or perhaps developed an in-house process to better serve the industry. You may want to write about this speciality. Your content marketing will actually help to promote this niche service, method or product and at the same time will also build your brand differentiation.

By creating a brand around this service, process or philosophy, it will allow you to expand your blog’s content. Create a logo, a diagram showcasing the process and add posts on the development of this brand product.

Of course, the challenge is how to not give away your secrets, but there are ways to write about what makes you stand apart from the competition. You need to first try to write something!

Think Like A Magazine For Content

We have many fashion magazines, and they all have a place in their industry. Each month they can publish tons of content on their blog and magazine. Their magazine includes features, opinions, trends and tips. They put the reader first, as so should you when setting up your blog. Who are you writing for and when do they want to read?

Other areas you can use are their monthly features. If you’re unsure where to begin, a monthly feature is that it is written in a way that the information is relevant for the long-haul, a timeless article that can be shared again and again. Because a feature article typically delves deeper into a story than a usual blog post, you may want to write about four each year. A feature article will also take up more time and resources to get the story completed.

Integrate Blog Content With Sales Journey

Develop specific content that follows closely to your sales funnel. Where are your readers versus your newsletter list in your sales funnel? Once decided, develop content based on their position. From awareness, interest, competitive positioning, to the preferred supplier, your content is a powerful tool that will help to shorten your sales cycle and even close the deal.

Get Personal With Photos

One of the most accessible investments and will go a long way for your blog’s popularity.  Commit to developing a robust database of original and personal photos just for your company blog. Hire a professional photographer; they are affordable!  Photos should include trade shows, client events, company family style outings, product launches, reception area and more.

Redefine The Purpose Of Your Corporate’s Blog

If you’ve started and stopped your corporate blog, you probably need to redefine the reason why you would want a blog.

Basically, a blog has two important jobs, it provides fresh content for search engines to pick up and build up your keywords to improve your SEO.

Additional benefits of a corporate blog include the following:

  • Shorten the sales cycle
  • Develop brand differentiation
  • Generate sales leads
  • Improve employee morale
  • Maintains relevance to industry and community
  • Show the people behind the brand
  • Opportunity for content to be picked up and published in trade magazines, leading online magazines that are relevant to your business.

Before you relaunch your business blog, make sure you have senior management’s commitment and agreement on content and editorial line-up. Agree to its purpose, why does your company need a blog?  Don’t go and build your content marketing alone; it will show.

Look Outside Your Industry

Take inspiration from your favourite blogs outside of your industry, like inviting guest bloggers, showcasing other blogs and having the occasional contest.  Just brainstorming here, for your business blog you can encourage a trade journalist and give five questions to answer or showcase one of your employee’s personal blog.

Bring In The Experts!

We know you do a lot and chances are you don’t have time to write for your blog. That’s what we’ll do, we’re your team. Contact us today and let’s get started!

About the Author Cecilia

I am a marketing communications specialist, strategist, problem solver and founder of The Marketing Boutique. I am also a Fitness Nutrition Specialist (FNS), certified by NASM, Diabetes Paraprofessional Level 1 (AADE) and Apprentice Essentrics Trainer!

One comment

Comments are closed.