From the desk of Kathryn Marshall...
When it comes to PR, companies need to continually think past traditional PR strategies and tactics to help raise awareness for their brand and manage their reputation. Blogs have become a common platform for companies to communicate with their constituents, whether they are breaking news, managing a hot issue or interacting with customers. But what makes one corporate blog stand out above the rest? Why do some attract thousands of readers while others fall on deaf ears?
We are often asked to help companies enhance their existing blogging effort to boost their brand. We thought it would be helpful to share a few best practices we recommend to help make your corporate blog stand out and have it work for your company, both from an SEO standpoint and to help strategically build your brand.
1) Become an industry hub - Many corporate blogs make the mistake of acting like an online marketing brochure and are very one-sided and boring. Be bold with your blog and use it as a platform for posting content people can't get elsewhere such as breaking news, sneak peek photos or videos or exclusive CEO interviews.
In addition, think outside your company and demonstrate your willingness to have your blog serve as an industry hotspot where all types of viewpoints and opinions are reflected which can help attract a wider readership base.
2) Your SEO secret weapon - Blogging is the perfect way to accelerate your SEO strategy. The frequency of posts, the keywords used, the relevance of the posts, titles, tags and link backs enable you to leverage organic search results and become more visible to people looking for similar information online. Be thoughtful about the words you choose for titles and tags, as well as the phrases you use in your content which will affect your overall search results.
3) Measure your competition - Search engines are picking up millions of posts per day. How can you ensure your content is getting through? First, measure the competition by using search engines to search the number of company pages that come up per topic area to get an idea of how congested the space you are writing about seems to be. Then, plan your frequency of posts accordingly. Some experts have gone so far as to break it down numerically.
According to Ian Lurie, author of "Web marketing all-in-one desk reference for dummies," companies should use the following guide for frequency of posts:
< 10,000 company pages - 1 x week
10,001 - 100,000 company pages - 2 x week
100,001 - 200,000 company pages - 3 x week
200,001 - 2,000,000 company pages - every day
Implementing these best practices can help you bolster your corporate blog, build a stronger readership base and ultimately enhance your brand.