No One Is Going to Read Your Corporate Blog (Unless You Read This)

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So you’re interested in starting a corporate blog. Now what? You already know how it generates sales, but the real questions is…where do you start? And how do you ensure that people are actually going to read your blog (because company blogs are inherently boring, right?)

Going to start a corporate blog? See this checklist of 35 FAQs (With Answers) before starting.

Don’t worry, I’m going to answer all of those questions and more. As long as you follow my advice from the FAQs below, you’ll have more readers than you can imagine.

  1. How many posts do you need to publish before you launch your blog? – You shouldn’t wait to launch your blog. As soon as you release your first post, you should launch.
  2. How often should you blog? – The more often you blog, the more traffic you will get. Try to blog at least once a week. Keep in mind, though, consistency is more important than frequency. If you decide to blog only once a month, that’s fine — just stick with it.
  3. What blogging platform should we use? – I recommend WordPress. It will save you both time and money. That way you don’t need engineers to make changes for you.
  4. Which department should be responsible for corporate blogging? – The marketing department should be in charge of the corporate blog.
  5. Who should be blogging on a corporate blog? – The company’s founders and employees should be the ones blogging.
  6. What if company employees suck at blogging? – You should have a full-time editor who reviews each post before it goes live. The editor can make modifications to the post and clean up grammar, spelling, and other issues.
  7. How much does an editor cost? – A good editor will cost you around $80,000, but you can find one for a part-time position through Craigslist for only a few thousand dollars a month.
  8. Who should the author of each post be? – The article should ideally be attributed to the person writing the post.
  9. Can I use ghost writers? — You can use ghost writers if you want, but I wouldn’t recommend it as the posts might not sound genuine.
  10. What if my employees don’t have the time to write? – You can find good writers on Craigslist and Problogger.net.
  11. If I hire a good writer, how much will each blog post cost me? – You will end up paying $30 to $50 for a 1,000-word blog post that is not on a technical topic. Technical topics will cost you $100 to $200 a blog post.
  12. How long should my blog posts be? – Posts written for a consumer-facing blog should be between 300 to 700 words. For a business-to-business (B2B) blog, posts should be between 1,000 to 5,000 words.
  13. What’s the easiest way to promote our corporate blog posts? – You should have everyone within your company sharing the posts on their social profiles.
  14. Should there be an “About” page on our blog? – Yes. The About page should not be about an individual, but rather about the purpose of your corporate blog and the ways you will help your customers (or potential customers).
  15. Is it okay to write about my own product or service? – Of course, it is. But if more than 10% of your blog posts are about your product or service, your blog won’t be very popular.
  16. What type of content should we create? – You should create content that helps your customers and potential customers. A corporate blog should be all about giving.
  17. What’s the best way to promote your product or service? – When you are blogging, you should try to mention your product offerings whenever it makes sense. In other words, feel free to do a soft sell in cases where it benefits the reader.
  18. Is it okay to link out to other sites? – Yes, it is. You should also link out to other sites that back up the points you are trying to make. This helps Google determine the keywords and phrases associated with your website.
  19. Should we talk about competitors on our blog? – I would try to avoid this at all cost. It will cause more problems than it will solve.
  20. What happens if someone leaves a comment on our blog? – The person who wrote the post should be responding to each and every comment.
  21. What happens if a negative comment is left on the blog? – Acknowledge the person’s point, apologize even if the person is wrong, and kill him or her with kindness.
  22. How can we get more comments on our blog? – Write in a conversational tone by using the words “you” and “I” within the post, and wrap up the blog post with a question.
  23. Are there any specific tips we should follow when creating headlines? – Try to keep your headlines around 6 words and 65 characters (or fewer). Also consider using adjectives and odd numbers within the title. Implementing all of these tips should result in more clicks.
  24. Do you have any tips for writing a blog post? – Start off with an introduction, wrap up with a conclusion, and use subheadings within the body of the post to make it more readable. Also, keep your paragraphs brief – ideally under 6 lines long.
  25. When should we publish our posts? – The best time to publish content tends to be at 11 a.m. EST, Monday through Thursday.
  26. Should we republish our content? – No. Republishing will create duplicate content. If someone else wishes to publish your content, they will have to use a rel=canonical tag in order for you to avoid being penalized by Google.
  27. What keywords should I place within my blog post? – You shouldn’t worry about keywords. Write content that benefits your readers.
  28. How can I hook my readers? – Asking a question within your introductory paragraph is a great way to grab your readers’ attention.
  29. How can I monetize my corporate blog? – Placing banner ads throughout your blog and linking to your corporate site will eventually generate sales. You should also collect emails and then send your email subscribers information about your products and services.
  30. What is the best way to collect emails? – If you offer people a free ebook, coupon, or any sort of offer that benefits them, they will gladly give you their emails.
  31. Is it a good idea to cross-promote our blog through other marketing channels? – Yes, it is. You can talk about your blog on your social profiles and link back to your social profiles from your blog.
  32. Should our corporate blog be on a separate domain name? – No, you should keep it on the same domain name. Ideally, the URL of your blog should be yourdomain.com/blog.
  33. What should we name our blog? – You can come up with a fancy name, but there really isn’t a need. I would just call it “blog.” It’s simple, and everyone will know what it is.
  34. Are there any legal issues we should be concerned about when blogging? – Yes. You should consider creating a terms of service document and a privacy policy for your blog. You also need to ensure that the pictures you use within your blog are not copyrighted.
  35. Where can we find images for our blog? – You can find royalty-free images on Flickr, or you can purchase images from stock photography sites like Fotolia.

Conclusion

Don’t let anything stop you from blogging. It can help grow your company and become the number one traffic source and lead generation channel for your business, much like it has for each of my businesses.

The best part about having a corporate blog is that it will help generate more traffic to your main site. All of the blog’s backlinks and social shares will carry over to your corporate site and help it to rank better on Google.

So, what are you waiting for? Why don’t you have a corporate blog yet?

P.S. If you want to get more eyeballs to your corporate blog go here.

Comments

  1. Wow that covers everything in my opinion. Especially I like the answer to the question about keywords.

    Even though keywords play a key role in on page search engine optimization, creating helpful and engaging content matters a lot more than thinking about keywords.

    Choosing keywords first and creating content based on those keywords will make the blog too “commercial”.

    Thanks for putting this together Neil 🙂

    Cheers,
    Jane.

    • Jane,
      Glad I could help. I think brand ambassadors and personalizing the reading experience goes a long way towards reaching your goal of more traffic.

  2. I wanted to have a blog on my site, but still have no idea on what topics shall I blog about. Also, is giving all help for free would help in any sale. Would like to have your word on this.

    Thanks,
    Ishan

    • Ishan, just get started on what you are passionate about. What is your company or service and what problems can they solve for people?

      • Hi Neil,
        thanks for your reply.

        We provide custom web development, specialize in WordPress and eCommerce. So not sure what write about.

        Ishan

        • Marcelo Ribeiro :

          Ishan,

          If you allow me the suggestion, think about your custumer´s needs when they reach you. What are they looking for?

          Think about the whole “buying” cicle they go through. Do they reasearch on wev first? (probably yes) So give them what the need to know on avery phase of the funnel, like bennefits, options, differences between products, comparison tables etc etc.

          Look at them, use them as subject source for blog posts and you´ll provide content that will atract more custumers.

          Hope this help.

          Best,

          Marcelo

  3. Hi Niel,

    OMG YOu literally answered everything a person might think of asking you.

    I don’t have a corporate blog but someone having it might find it helpful and some questions are general for all kinds of blogs. 🙂

    Glad I found this. Thanks.

    Regards,
    Rohan Chaubey.

    • Rohan, glad I could help. I think it’s important to focus on solving problems for others. Once you start doing that you become valuable.

  4. Good post, Neil.
    Does a corporate blog differ from a personal blog? I have been hearing a lot lately about waiting to launch my personal blog until I have about 1,000 email subscribers.

    Rob

    • Rob, they definitely do differ — primarily in the audience you are reaching out to most of the times. However, they solve the same problems essentially.

  5. Bluehoop Digital :

    Another great blog Neil – and clearly written as content that benefits your readers. You suggest that “you shouldn’t worry about keywords” may I suggest an addendum to “your shouldn’t worry about keywords but keep your keywords in-mind when writing your blog” ? What are your thoughts Neil (and others)?

    • I definitely think you should be mindful of keywords to a certain extent. It shouldn’t serve as the core of your purpose.

  6. Good stuff Neil. But…

    #11. $30 – $50? I think it should be understood at this price range, you won’t be getting content from an experienced pro.

    #27. Seems like reasonable advice for a beginner. Perhaps, even an experienced blogger shouldn’t worry about keywords, but they should understand their power and how to use them.

    • I agree with you, Barry. Writers with sufficient experience to create content worth reading charge $100-$150+ per post. There are writing services that provide what I often call “$18 content”, but most of it isn’t very good.

      Regarding keywords, I advise writers to choose a 2-3 word phrase as the topic and write to that focal point. It keeps their content on target as well as optimizing it for SEO.

      • Barry, very true. I just wanted to offer some alternatives for people who may be starting off with a much lower budget. It’s all about quality at the end of the day — so it’s a tough balancing act when budget is tight.

        • Depends on the writer. Writers who regularly publish on high-traffic sites with a byline are expensive and worth it. They come with marketing and SEO knowledge, WordPress experience, and are careful to avoid plagiarism and respect copyrights. They also have a ready-made audience.

          Five minutes before I became that writer, I spent my time writing dozens of anonymous posts every week for corporate blogs, and I charged $50 – $100, depending on subject and length. I know lots of writers who are almost there and still writing for bargain wages.

          And as a part-time editor for a marketing company, I also know plenty of writers who should have chosen a different career, if you know what I mean. You can get quality writing for a rock-bottom price…but it’s rare.

  7. Michelle @ Modern Acupuncture :

    Great advice. I especially like your suggestions for dealing with negative comments: “Apologize even when they are wrong, and kill them with kindness.” I’ve found that these tips work even in real life, when approaching unhappy customers. I wanted to add that your blog has finally inspired my boyfriend to write a blog for his chiropractic office, which I have been encouraging him to do for ages to increase his rank on Google. But your statistics and clear description of the benefits of blogging for small business really convinced him. Thanks for that!

  8. Cynthia Guerra :

    Neil, you’re the best !!!

  9. Renata Maslowski :

    Wonderful, reposting-worthy advice on blogging. Very comprehensive tips.

    Barry makes a great point about costs. It would help to have some “at least” wording when pricing content writing. Technical content can be light or very detailed. If it includes links to notable authoritative sites, it will cost more for the research to filter the good from the bad references.

    You provide consistent, practical advice. Thank you.

    • Renata, glad I could help. I think the costs have to be weighed with budget. Some marketing departments or individuals just don’t have as much to spend. I would definitely suggest writing in house and scaling up.

  10. Good points to start blogging today for your company!
    I read on lots of places about the consistency of blogging and I think its important!

    Thank you Neil for your great insight on blogging.

    • Steve, glad I could help. I think consistency is something people often overlook. It’s important to focus on having a strong consistent voice.

  11. I Really Appreciate This Point

    13. What’s the easiest way to promote our corporate blog posts? – You should have everyone within your company sharing the posts on their social profiles.

    • There are additional methods serious bloggers use to increase visibility for their content. If your business has a limited audience, you should consider using JustRetweet and ViralContentBuzz. There are posts on my site that explain what they are and how we use them.

      The best way to increase readership is to participate in groups on LinkedIn and Facebook and communities on Google Plus. Participants are typically permitted to share their own content as long as they primarily interact and share others’ work more.

      • Akshay & Gail. I definitely think it’s important to have everyone be on the same page. At KM we make sure that everyone is sharing everything through their social profiles. It’s a good proven strategy for getting sustained success.

      • Gail, could you point me to some Linkedin groups that allow for posting of articles but at the same time actually have interactions? Maybe it’s my locale (NZ) but all groups I found so far are either one big Pr fest with no interaction whatsoever or are closed/ heavily moderated and therefore low traffic plus usually articles are seen as sales pitches.

        Thanks for any pointers.

  12. Ciprian Gherghescu :

    Excellent article Neil. Keep up the good work!

    I would recommend using a professional content marketing company also which is much better than a ghost writer because they assign the client a professional copywriter, which will work closely with them to have the topics be genuine and relevant.

    • Ciprian, that’s a good suggestion. Sometimes it’s tough to find a good one but when you do it’s definitely something that is indispensable.

  13. So we started a corporate blog but we’re calling it a “legal education center.” I have a law firm, and it seemed like a good idea to start answering questions for potential clients since good info seems few and far between.

    Better to still call it a blog?

    We want to blog personally later on, but for now we’re just trying to cover topics that we know our clients are looking for more info on.

    Great blog by the way. Been following for more than a year and finally freed up the time and money to start doing what you’re saying.

    Here’s hoping for more traffic in 2015 🙂

    • Jacob, you are doing all the right things. You have to focus on solving problems for your visitors before you can go ahead and provide any other value. Good luck!

  14. Great post Neil!

    I’ve also found good photos to use via Freedigitalphotos.net and using the Google Image search tool with Labeled for resuse.

  15. Neil,
    I don’t know how you do this , but you are so creative, thanks bro

  16. Great post, thanks Neil.

  17. Neil – this is a great list of FAQs for corporate blogging. For #35, I would add that blog posts should ALWAYS have at least one image or graphic. Another suggested site that I have been using is Canva (www.canva.com). Canva lets you create graphics and images, and they also have photos for free or premium pictures for $1.

  18. Excellent piece! It covers both questions I have been wanting to ask and a lot others I never knew I should ask.

    Keep it up!

  19. Md. Hamim Mondal :

    A great blog post. That covered everything that a corporate blogger want.
    Going to share this post with my friends.

  20. Roland S. Racz :

    Great content! Thanks man! The attitude of giving is that you are radiating which is great. Being a giver is the greatest thing in the Universe!

  21. Hi Neil,

    Thanks a lot for your amazing post (as per usual)!

    I own a music blog in my native language (Italian) but, since I’m working on a free ebook alongside experts on how to promote your music online and I would like it to be international, I was considering to add a short English summary at the end of each blog post.

    What do you suggest in this case? Does it sound like a good idea in preparation of the ebook?

    • Llaria, definitely. Anything that can build your audience should be applied. If you can add more readership from different countries than you definitely should.

  22. Hi Neil,

    Nice information share. Great list and tips for corporate business blog.

  23. Hi,
    Is it ok to use banner ads on corporate blog?.
    banner ads on whose products/services.
    regards
    vinodh

  24. Point 26 is a great point. I had ambiguity on the definition on rel=canonical. thanks

  25. Another great one, number 28 and 18 are the best for me.

  26. Fantastic answer! I am thinking to start corporate blogging for my website but thinking about some great content but reading your answer Now it very clear and I should blogging right away. Thank you Neil for providing best suggestions and answer. This is something new which we wanted.

  27. Nice job rounding up all of the questions people frequently ask about corporate blogs. This is a great FAQ.

    Keep the good content coming!

    Thanks,
    Vi

  28. Matthew Woodard :

    Thank you Neil … I will definitely be referring my clients to take these steps when blogging.

    Appreciate the info!

  29. Ade – are the posts “aggregated content” with a link back to your site (in which case it’s probably OK)? Or are they copy and pasted and pretending to be written by someone else?

    To get them taken down you could contact the hosting company for the site. Use http://www.whoishostingthis.com to find out who the hosting company is and email them pointing out the copied content. It’s usually against the terms and conditions of hosting to infringe copyright. You can do it officcially via a DCMA takedown request. Details here: http://www.whoishostingthis.com/dmca/

    Ian

  30. Hey Neil,

    Nice Points have been mentioned in your article. Great Post Neil, nothing to say anymore right now.

    -Akshit Wadhwa

  31. Absolutely awesome article. I was just planning to launch my New Blog site. This article will help me a lot. Thank you so much for sharing it. You are a genius.. Thumps Up!

  32. Once again such an amazing article to kickoff the day. In my opinion it’s the quality of content that matters most.

  33. Great content. Next point is greater than previous point. 🙂 Really theses are awesome points to drive more traffic and increase conversion rate. Thanks Neil once again.

  34. Well done, this really hits all the basics I’ve been searching for.

  35. Wow; great post Neil. I have learned a lot and for sure i will apply them.
    Big up.

  36. Awesome post. A lot of my clients struggle with this.

    What are your thoughts on the use of video/audio content?

    I find that’s an easier sell to a lot of people. Instead of hammering away at the keyboard, record an interview or turn the camera on to offer some quick tips for your prospects.

    Can that suffice?

    • Ahmad, once you get the right formula down for video you’ll find that the traffic generated can be immense. Try it out and let me know.

  37. Neil hats off to you. What a mind blowing answers. Its really helpful for me. 🙂

  38. Truly no matter if someone doesn’t be aware of after that itss up to other visitors that they will help, so here it takes place.

  39. Hi. I have three questions.
    1) Regarding point 18. I’m always adding rel=”nofollow” to external links. Does it make sense or it’s pointless? (As I thought, it makes sense not to transfer any page weight to external websites)

    2) Regarding Republishing. I’ve seen few articles stating that republishing is a good way to earn link, even without asking for rel=”canonical”. That’s said that placing a reference like “This article was originally posted on …” is good enough.

    3) Regarding image usage. Does it make sense to use images with copyright but providing the link to image source? Is it allowed or not?

    Thanks,

  40. Godaddy promo code :

    Neil hats off to you. What a mind-blowing answers. Its really helpful for me.

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