We all know of the important role that blogs and news articles have to play when it comes to your business. Not only are they an effective tool to drive traffic to other internal pages (and aid your SEO) but they are a great way of sharing your voice and demonstrating your expertise.
These days, a news section on a website isn’t just about your corporate updates, your contract wins, or your new appointments. Instead, it’s a chance to demonstrate exactly who you are as a company. It’s a prime way to help potential new business leads understand why they may want to work with you specifically.
At Gatekeeper Communications, we love writing business blogs. And we love reading blogs. We enjoy getting to know our clients’ businesses and helping them to identify the best topics to talk about. The informality of a business blog means that you can write about almost any topic that you like; it can show your brand personality, your latest news, and your opinions on related industry-updated. Almost no topic is ever off-limits.
If you’re struggling to think about what you should be writing about on your business blog, here’s a few practical ideas to get you started.
Is your business blogging about your latest company news?
Why not use your blog to showcase who your team is and what they are good at? Let clients and potential business leads understand who you are as a company. You should be talking about any new contract wins or award successes. Promoting details of any recruitment campaigns or announcing details of new staff members. You could even blog about how you are enhancing communication despite working remotely.
We’re sure that you have a lot that you can be talking about when it comes to your latest company news.
Could you use your business blog to highlight any specific products or services?
If your business is based upon retail sales, or you have a specific product or service, why not use your blog to highlight specific items? This doesn’t have to be a sales pitch; instead, you could talk about the history of a specific item. Or why people choose to buy that item? What should a customer expect from your service and how are you uniquely positioned to help customers find what they are looking for?
As you start to look at a specific product or service, you can drill down into a variety of individual topics that can provide you with enhanced content. This content can be used to answer any common search queries typed into Google, helping you to improve your search engine rankings.
Can you use your business blog to share your views on industry-topics?
When it comes to your industry, we know that no one knows it quite like you. And we also know that you will be paying close attention to what other businesses are doing, and what conversations are taking place across the industry.
Your corporate blog page is a prime opportunity for you to share your views on industry topics. Thought-leadership is a great way to showcase your knowledge and your expertise. These comprehensive articles are often longer than other written content but can be a great addition to your website. Readers can learn from your knowledge and walk away with some insights into how they can improve their own working practices.
Why not use this as an opportunity to share some examples of some great work that you’ve seen? Or explain how you think your sector could develop over the next few years? We’re sure that there is much for you to talk about, and regular thought-leadership can be an effective way of showcasing your authority.
Your business blog can be used to highlight charity initiatives
We know that you’re likely to have internal CSR strategies, and that as a company you may be supporting a local charity or community project. If so, make sure you shout about your support for that charity or project. Whether you’re involved in fundraising activities (even small events such as dress down days can make a huge difference) or you have a member of staff who has completed their own charity challenge, there’s much you can talk about.
You could even use your blog to repost and share content on behalf of that charity. Why not use the opportunity to promote fundraising events on their behalf or explain why you have chosen to support that particular cause? It’s an effective use of your blogging strategy because it provides context and understanding of who you are as a business.
Don’t forget to use your blog to showcase any case studies
If you’ve undertaken some great work, make sure that you shout about it! Your blog page is a great opportunity for you to showcase some of the work that you’ve recently undertaken.
Case studies are a great opportunity for you to explain more about your work. As well as highlighting services that you offer, you can explain what your project was, what challenges you had to overcome, and how you met (or exceeded) expectations.
Your business blog is also a perfect place to provide public recognition of any hard-working staff members. If someone has gone over and above to help a customer or client, why not use your blog to recognise their efforts? Not only is this a motivating tool to show that you recognise success, but it also shows that you value individual members of your team.
You can even use your blog to discuss the impact of the wider news agenda
The news over the last five years has been totally unique.
Never before have two newsworthy topics dominated the headlines for so long, nor have we ever seen such news have such an impact on businesses of all sizes in all sectors.
We are, of course, talking about Brexit and the coronavirus pandemic.
Now, we don’t advocate for using your business blog to air your political views.
But you can use your blog to show what you’ve learnt and whether you’ve had to make any changes to your business. For example, if you’ve switched to remote working, how has this impacted your business? Have you noticed any positive effects that you can share? Similarly, if your business relies upon import/exports, what have been your biggest challenges, and how have you overcome them?
Blogging about the current news agenda can show how your business is adapting and thriving despite the most challenging of circumstances.
Gatekeeper Communications can create effective business blogging strategies
If you know that your business would benefit from a business blogging strategy but you’re not sure you have the resources internally to regularly update your blog, why not outsource it to an expert?
We work with clients across the UK, operating in a wide variety of sectors – from IT and technical support, through to luxury goods.
Our approach is to create a comprehensive plan which incorporates a variety of different topics relevant to your business. We believe that a professionally written blog should be the hardest-working page on your website.
We focus on writing the content (and even publishing it directly to your website) which means that you can sit back and relax, knowing that it’s all taken care of for you.