Content Marketing

Corporate Blogging: Definition, Benefits, and Different Types

CopyPress

March 23, 2022

Are you looking to increase your company’s website traffic? Maybe you’re looking for new ways to convert your website visitors into paying customers? Content marketing strategies, like corporate blogging, can help your business fulfill a number of goals while providing you with even more benefits to help your marketing campaign succeed. In this article, we discuss:

• What Is Corporate Blogging?
• Benefits of Corporate Blogging
• Different Types of Corporate Blogs
• Corporate Blogging as a Marketing Technique
• How To Measure the Success of Your Blog

What Is Corporate Blogging?

Image via Unsplash by Bram Naus

A corporate blog is a place where a company can discuss things with its target audience that are relevant to its business or industry. Most often, this works in tandem with a business’s content marketing campaign where it provides helpful or informative content to readers, while simultaneously promoting its products and services. This might include addressing its customers’ pain points and problems or simply updating its audience on company or industry news.

Whatever the case, these blogs always help to improve a business’s online presence and boost its brand awareness. That helps potential customers find the company’s website more easily and allows the business to effectively sell its products and services.

Benefits of Corporate Blogging

Here are some of the major benefits to corporate blogging:

• Drive traffic to your site: Blogs can help your content spread across the internet, increasing your brand awareness and driving more traffic to your site. If you practice effective search engine optimization (SEO) you can also improve your search engine ranking and organic traffic as well.
• Create quality leads: When people enjoy your brand and its blogging content, they might feel more inclined to make a purchase with your company. It can also help you attract your target audience that you know would benefit from your products or services the most.
• Share company information: Blogs provide a place for your company to easily share information with your audience. That can include things like upcoming promotions and sales, as well as exciting new product or service releases.
• Build consumer loyalty: If you post to your blog consistently, you can create a more loyal audience following. That can help generate more sales and improve the effectiveness of your marketing materials.

Different Types of Corporate Blogs

Here are some of the different types of corporate blogs you can create for your business:

Organic Traffic Blog

Organic traffic blogs target specific keywords that people might type into a search engine. That helps businesses generate more website traffic. This is one of the most popular blogs that corporations and businesses use. That’s because it provides a lot of benefits, including building audience relationships and converting readers into paying customers. By targeting information people are searching for, businesses are delivering content that their audience wants to read. If the business successfully answers the reader’s question or helps solve their problem, the reader’s satisfaction increases and they feel more inclined to explore the business further.

Creating and running an organic traffic blog is a long-term strategy, but it delivers impressive results; especially with the help of an expert team! CopyPress has a team of experienced content marketers who can bring your organic traffic blog to life and create content that attracts your target audience and converts them into quality leads. Schedule a call with us today to see how we can boost your content marketing campaigns and help your company succeed.

Thought Leader Blog

Companies use thought leader blogs to provide opinion-driven articles that demonstrate their expertise in their industry or field. This allows them to increase their brand’s authority, which can help build stronger relationships with their audience and develop more loyalty to their business.

If a business has a thought leader to help focus and drive this style of blog, it can be very beneficial. But it often requires a lot of work from the thought leader because the articles need their opinions and expertise to function. You can hire additional freelance writers and agencies to help, but it still requires a thought leader to drive the campaign.

Read more: Thought Leadership: What Every Business Needs To Know About This Form of Content Marketing

News Blog

Businesses use news blogs to deliver information to their audience about the business itself. This can include information such as product releases, personnel announcements, award speeches, and any other information the company might want to relay to its readers. Though this style of blogging might not provide a ton of helpful or useful content to a business’s potential customers, it does help attract potential investors. It also helps businesses communicate with current shareholders and inform them of important company updates.

Campaign Blog

Campaign blogs are often temporary creations that pair with a new product or service launch. The blog focuses its content on the benefits of the product or service to help market it to the campaign’s target audience. Though some businesses might create a campaign blog for the sole purpose of marketing their new products, it’s more likely that businesses will use their pre-established news, thought leader, or organic traffic blogs to focus on the product or service until the campaign is over.

For example, let’s say your company is releasing a brand new product. You might use your pre-established blog to write about the product’s benefits to consumers, how it solves some of their pain points, and when you’re going to release it. This helps you use your already established audience to market your new product more effectively. Once the campaign is over, you can resume your blog’s normal practice.

Tips for Corporate Blogging as a Marketing Technique

Here are some tips to help you make your corporate blog more effective for your content marketing campaign:

Focus on SEO

SEO stands for search engine optimization and it’s a strategy that companies use to improve their content’s visibility on search engines. Using SEO helps tell search engines what your content is about, so they show it to the right people who might be searching for it. Because that often includes targeting a specific set of keywords, SEO works best when paired with organic traffic blogs. But it’s still helpful for any type of corporate blog you choose to run.

That’s because SEO can help your blogs rank higher on search engine result pages (SERPs) and allow more of your target audience to see it. Some ways to improve your content’s SEO include:

• Targeting keywords
• Filling out metadata, like meta descriptions and photo alt text
• Improving content’s readability with smaller paragraphs and lists
• Generating backlinks to improve content authority

Read more: A Beginner’s Guide to SEO

Create a Publishing Schedule

Publishing schedules help make sure you publish to your blog on a consistent basis. That helps you generate a larger audience following and ensures you’re not posting too little or too much. For blogs trying to increase organic traffic, it’s important to post three to five times a week. For blogs trying to increase brand awareness, it’s important to post anywhere from one to four times a week.

It’s also helpful to not post all your blogs in one day. Spreading out your posts helps to make sure that they’re seen by a larger audience during the week. Start by creating a spreadsheet that you can share with your content marketing team. Use the spreadsheet to schedule when you’re hoping to publish your posts and the different topics each post can cover. This can help you organize your workflow and visualize your content strategy.

Understand Your Target Audience

Your target audience is essentially anyone who might have an interest in your blog and potentially your products and services. Understanding your target audience can help you attract them more easily and create more conversions and quality leads for your business. There are a few ways to better understand your target audience, including customer personas and market research. Customer personas are fictional representations of your target audience. They include information such as your audience’s age range, demographics, occupation, and interests.

It’s also helpful to give your customer personas a problem that your products or services might solve. That can help you understand why they might approach your business or be intrigued by what you have to offer them. Conducting market and competitor research is also helpful because it can show you how other websites and brands attract a similar audience. Through your research, you can see what type of content your competitors create and the keywords they target for their own blogs, which can help you see how you can better attract your own audience.

CopyPress currently offers a free content marketing analysis tool that compares your website and content against your top three competitors. Request your content analysis today to see which keywords your competitors are targeting and what content you should create to better attract your target audience. Can’t find the time to hire and train your own content team? CopyPress has a large group of vetted and approved content writers, editors, and quality assurance experts who are able to help with your production needs.

“CopyPress gives us the ability to work with more dealership groups. We are able to provide unique and fresh content for an ever growing customer base. We know that when we need an influx of content to keep our clients ahead of the game in the automotive landscape, CopyPress can handle these requests with ease.”

Kevin Doory

Director of SEO at Auto Revo

Use and Measure CTAs

Calls-to-action (CTA) are requests you can put into your content to entice readers to interact with your company further. They include directions to your audience to perform certain tasks, such as downloading an eBook, signing up for a newsletter, or reading another piece of content on your site. Essentially, CTAs are ways that your business can encourage your target audience to get to know your company better, and hopefully convince them to make a purchase.

Using CTAs throughout your content is important because it helps to show your readers that you’re more than just a blog or content-producing brand. But it’s also important to measure your calls to ensure that they’re helping you. If you notice that a lot of people visit your webpage but immediately navigate away or don’t peruse your website further, you might need to rewrite or replace your calls-to-action. Experimenting with the copy in your CTAs and their places on the page can help you create a more effective marketing strategy to hopefully attract more of your audience.

How To Measure the Success of Your Corporate Blog

Here is a list of steps to help you measure the success of your corporate blog:

1. Match Your Goals with the Right Metrics

The success of your corporate blog will often vary depending on your overall marketing goals. Determining which goals you’re trying to accomplish with your blog can help you monitor them more effectively and understand the metrics you need to measure. For example, if your main goal is to improve your overall traffic, it’s helpful to look over the metrics of unique and total webpage visitors. If your goal is to improve your conversion rate or develop more quality leads, it’s important to look at metrics like time on page, bounce rate, and click-through rate.

Using tools like Google Analytics can help you find these metrics more easily and monitor your blog’s development. Just remember, blogging and other content marketing campaigns are long-term strategies. It might take time to see improvements or developments in your metrics and overall campaign. It’s important to be patient.

2. Compare Your Metrics to Your Marketing Plan

Before you can understand if your metrics are on track to meet your goals, you need to develop a marketing plan and milestones for your campaign. These milestones can help you see how effective your blog is and if you need to make adjustments in order to fulfill your objectives. For instance, let’s say your main goal is to increase your website traffic by 60% in six months. Breaking that into milestones, your company needs to increase its traffic by 10% every month in order to achieve its goal.

After two months, if you’ve only increased your traffic by 15%, you might need to make adjustments to your blogging strategies to improve your metrics for the following month. That might include targeting different keywords to attract more of your target audience, creating pay-per-click ads on search engines, or developing more social media posts to promote your blogs.

3. Talk with an Expert

Marketing companies, like CopyPress, have experts who know how to measure the success of a content marketing campaign. If you’re unsure whether your campaign is on the right track, consider talking with us. CopyPress takes the time to get to know your brand and its goals to help you create a content marketing campaign we know will attract your target audience.

We also have a team of writers, editors, and quality assurance specialists who consistently develop high-quality written content for any type of corporate blog. Using our expertise, we craft articles and blogging content that’s sure to generate more traffic for your site and better quality leads. Schedule a call with us today to see how we can help you boost your content marketing campaign and create a powerful corporate blog.

Corporate blogs provide numerous benefits to businesses. Whether they’re helping you generate more traffic or boosting your conversion rate, creating a corporate blog for your brand is an excellent marketing strategy. Start by choosing the right style of corporate blog for your business and understand the best way to measure its success.

Ed Pronley

CopyPress writer

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