You know you need a blog. The Search Engine Optimization (SEO) benefits alone make it a great investment–-not to mention brand recognition, more qualified leads, increased conversions, better market positioning, improved customer retention–we could go on.
Most of the time, businesses don't start a blog or don't keep active on their blog because they don't know what to write that people will want to read. Our expert content writers are here to help you with just that. First, let's break down the categories of business blogs. There are generally four genres of business blogs:
1. Industry News Center
Some businesses focus their blogs on becoming a hub for industry news and updates. Usually, these are B2B businesses with very specific niches. News center blogs are generally actively managed in-house because they have to be immediately responsive to the market to be effective–UNLESS it is a static industry with little change. In those cases, a contracted subject matter expert (SME) will create all the blog content.
2. Thought Leadership
Thought leadership blogs are often founder-driven; however, in larger organizations, they can have multiple contributors. Thought leadership blogs are ideal in founder-driven industries. They are also excellent for companies who are very successful at what they do or on the cutting edge of industry change. Thought leadership is often created collaboratively between the thought leader and a ghostwriter to ensure consistent publishing regardless of the founder or executives' schedules.
3. Culture Blog
Culture blogs are big with B2C brands, but B2B brands, especially those with repeat mass hiring cycles, can also benefit. Culture blogs focus on the products and people behind the company. They feature lots of personal stories, insider looks at how products are made, and showcase the personality of the company. Culture blogs are mostly run in-house, usually by a full-time content director. However, they often contract with writers externally to get more diversity and creative ideas to push their market presence further.
4. SEO Marketing Blog
The final type is probably the most common as, in most cases, it will have the best return on investment (ROI). SEO marketing blogs have a complex strategy to improve search engine ranking position (SERP) to drive more traffic to your website, increasing conversions and revenue. They must also still match the brand voice and your company goals. In most cases, SEO blogs are run by an outside expert or collaboratively with an expert and in-house marketing team.
You can mix it up. You don't have to marry one of these strategies, but it is good to have an overall genre for consistency which builds brand trust and loyalty.
What Should I Write About On My Company Blog?
Once you have an idea of the overall direction in which you want to take your blog, you can start exploring different topics. Some of the best blog topics for businesses include:
Company Announcements
How-To Guides
Product Updates
Customer Success Stories
Testimonials
Behind-The-Scenes
Frequently Asked Questions (FAQs)
Employee, Customer, or Partner Spotlights
Surveys
Event Announcements
Seasonal Content
Expert Insights
Tips
These are just some of the ideas. You can find 218 more here, 200+ more here, and even more if you do a quick Google search. From there, you can start getting more specific about your industry and expertise.
How A Professional Writer Can Help You Energize Business Blog
There are a lot of great strategies to help not only ensure that you make content that people want to read but also help grow your brand. Not to mention, producing regular blog content can be a massive undertaking without a good workflow. Professional blog writers know how to create impactful blogs that give you the maximum ROI and help you achieve your business goals. Working with a blog writer will not only help you create blog posts but conceptualize great ideas that make your blog work for you.
Stop missing out on all the benefits of a business blog. Fill out this form with a bit of information about your brand and your goals, and our team here at Borrowed Pen can start making a blog plan that works for your business.
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