The merits of having a company blog

Clients are often keen to try new things and take on a challenge if it means expanding their horizons and possibly bringing in more business. In terms of online marketing, a blog can be one of the best moves a thriving company makes. Aside from the fact that blogs are a lot of work, they can deliver impressive results when building consumer connections, creating an informative company platform, and bringing clients closer to understanding what you stand for and what you can offer them in return for their loyalty.

Sometimes clients aren’t too keen on the idea of having to manage their own blogs though, especially once their consulting agency has made them aware of the hard work that goes into a successful blog. Jennifer Osborne put together the first post in a series of five, focusing on blog strategy from the client’s point of view. It addresses some very common and valid questions posed by clients when approached with the blog idea.

Often clients believe that there is not enough of interest in their particular industry to maintain a blog, and query whether it is worth putting something together that not many people will even read. Another worry is that they might run out of ideas on what to write about as they try to keep it interesting and up to date. Both of these concerns are valid, but can be addressed with the variety of helpful internet tools available today. Simple internet tools (accessible to everyone) such as Google Trends and Google Adwords Keyword Tool can bring valuable insight into what users search for, how often and on what sort of scale (number of searches).

With effort, time and patience you can make your blog a success, and it can definitely thrive within your particular industry. Yes, some blogs do fail, as there is always a chance that your corporate blog may slide down the list of priorities, but that is usually caused by a lack of interest, inconsistent management and allowing things to fall outside of the original plan.

Corporate blogs add a lot of value to your credibility among consumers and there are ways to prevent it from becoming a major hassle. By enlisting more than one blogger, coming up with several article ideas before the launch, and building creative ways to interest your target market, you have the beginnings of a recipe for blogging success.

Tags: blog management, blogging success, company blog, corporate blog, google adwords keyword tool, Google Trends, Jennifer Osborne