There’re 7 crucial points that determine a successful corporate blog.
1. Objectives
What are the objectives of your corporate blog? Is it building relationship with the market, follow up customers or marketing. A blog with a clear objectives will create attraction. I used to spend lots of time to advertise one of my blog. I couldn’t understand why promoting my blog is so struggling until I realize there’s no objective for the blog. Other 6 points are also developed and improved based on the blog’s objectives.
2. Readers
Who will read your blog? Who are you targeting? If you write to your friends, you don’t write details about your family. When you write to your business partner, you don’t write too much about the fun time you spend with your time. Same as your blog. When you are clear with the objectives, get clear with the readers you are targeting. If you are clear with the readers you are targeting, you now who will write the blog, the design, the writing style and the follow up that are the best.
3. Who Is Writing
You need to show your readers clearly about who is writing the blog. What is his position in the company? Clearly defines what will he writes about the company. Don’t use the name ‘admin’ to write blogs because it sounds too official and not personal.
4. Design
People judge a blog with their feel and experience. Before they start reading, they start at the ‘look’ of the color. Besides making the blog easy to read, navigate and beautiful, you need to create a unique design. A design that explains what is this blog talking about. If they find the design is bad, they will judge the contents are low quality before reading. Since most internet users surf many websites everyday. So if the design tells them this is not what they are looking for, they will just leave.
5. Writing style
If your corporate prefer to make each blog post official to for events or products announcement, that’s fine. However, with a conversational writing style with some personality makes your blog like a human being. Readers will experience listening to someone talking rather than reading a bunch of boring text. Conversational writing style allows you to quickly build strong relationship with your readers. However, make sure your writing style is consistent. Don’t switch your writing style.
6. Follow Up
Make sure there’s a method to follow up your readers. You could encourage them to sign up your blog’s RSS. RSS is a tool to follow up blog readers. You could use autoresponder services too. Every time you update your blog, use the ‘broadcast’ function to tell your readers you updated your blog and remind them to come and read. This helps building strong relationship with your readers.
7. Comment Policy
Blogs are allows comments. Encourage your readers to give comments about your blog and blog post. However, there’re people who comment for the sake of advertising, spamming or having fun commenting “Your blog and writing simply sucks.” Their comments will impact your blog and readers negatively. Just click the ‘delete’ or ’spam’ button when these situation comes. Set a policy for your comments.