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How to write a corporate blog post

Blogging, short for web logging, has taken the internet by storm. Most websites you look at nowadays will incorporate some sort of blog, even if it’s just a link to a company’s Twitter page – Twitter after all is a micro blogging website. Blogs have come to be so important to what a web reader reads online, that Google has included a blog search facility so that searchers can easily search the Internet for blog posts they want to read. Similarly blog directories, such as Technorati, have been created to meet the demands of the contemporary internet user.

Unfortunately, what a lot of businesses don’t know is that there is a right way and a wrong way to blog.

There are many reasons as to why a business should have a blog , but the key benefits blogging brings to a business, are improved SEO, demonstration of thought leadership and to illustrate that the company is in the know about contemporary issues. With these in mind, below are 4 tips that will ensure you’re blogging correctly.

1. Using keywords

Thorough keyword research can mean the difference between being found and not being found by search engines on the Internet. A keyword or a key phrase is what a searcher will type into a search engine, such as Google, to find out more about it. For a business this will be the product or service that they sell. There are many tools you can use to conduct your keyword strategy, of the free ones Google keyword tool is one of the best.

Keywords should be used in the following ways in a blog post:

In the URL

As the blog title

As post headings and subheadings (H1 and H2 tags)

As image ALT text

As linking text

In bold

2. News worthy story

Just as with a press release, you must make sure your blog post has a story to tell. Your readers will only read your blog posts if they find your content is interesting and relevant to them. To do this well you need to learn to listen. ‘Listening’, or reading the conversations your audience, or the readers you want to attract to your blog, are having online – in forums and other social channels – gives you an indication of the type of content that appeals to them. You should use your blog post to discuss important contemporary issues in your industry and to illustrate your thought leadership in important topics to your readers. This not only shows your subscribers that you are aware of latest trends and innovations, but also that you’re aware of current news stories. Above all, it is important to produce content that is interesting, helpful and engaging for the reader.

3. Share-ability

If you have a story that could go viral, make sure it has the ability to. In other words, make sure you’ve allowed it be shared on other social channels by including share buttons. Add calls to actions to the end of your post to encourage your readers to take action and share or interact with you through your post. Sharing not only promotes your content, further spreading your company’s online message, but also encourages other readers and bloggers to link to your content. Inbound links are one of the most important aspects of SEO, so you want to try and promote receiving them as much as possible

4. Little and often

Also important to search engine rankings, is fresh content. This makes blogging regularly a vital activity. Search engines think that fresh content is more likely to be more relevant and so more useful to a searcher; therefore they prefer newer blog posts. Ultimately, the number and quality of inbound links will still determine to a large extent your ranking position, but publishing fresh content certainly helps.

These are the issues we regard highly when it comes to corporate blogging, what are the tips that you would suggest? Tweet them to us as @hroc_pr, we’d love to know what you think!