Opening an online diary is a good way to strengthen your brand and bring out professionalism. This also applies to business realities, which is why it is important to evaluate strategies for the corporate blog.
It is clear that to activate these dynamics and to make you find out when people need you, the publication of informative articles is a step forward. Of course, you can do inbound marketing in a thousand ways, but the corporate blog can make a difference in different sectors.
Especially in B2C, just activate a domain, create a blog with WordPress and start writing? Seriously, here are a series of essential steps to work as a
content marketing professional. And define the boundaries of the best strategies for the corporate blog. In this way, you can reap the benefits of publishing activity. Where to start?
Evergreen content for the corporate blog
This is one of the content marketing strategies I love. We often think we can increase the visits of the blog thanks to the frequency of publication. Which is always an important factor (after we see why) but there is more to consider. You can maintain a level of visits to the site, profiled and targeted, thanks to pillar article and cornerstone content studied with painstaking care.
I'm talking about well-structured content based on fundamental themes. Do they have to be long? Well, the publication of long form content can help positioning as
Coschedule suggests which highlights the relationship between word count and ranking.
But that's not the point: to position yourself with evergreen content you don't have to think about the length of the post. Face topics that never go out of fashion, that remain pillars or cornerstones (these names are explained here) for your audience.
Writing content, in this sense, helps you earn good placements on Google and keep a constant source of traffic. Without forgetting inbound links and brand awareness that increase if the content manifests itself as an authoritative source for readers.
Update old content to position yourself
Do you ask me for the best strategies for the
business blog? I'm sorry; I support 100% of the update technique. I have tripled my personal project visits since I decreased the publication frequency in favor of constant optimization of old publications.
This happens because the blog is designed to have an archive that is always present on Google: the old publications do not disappear once the home page is abandoned but remain available to those who carry out a search. But what happens if the content is no longer suitable?
Poor user experience is combined with not very exciting results on Google. So a good update job can make the difference.
Ahrefs published an interesting infographic.
The workflow summarizes the work that a professional (without improvising) can activate on his blog: if content brings traffic, links and placements, it is updated. Otherwise, you will cancel and redirect if necessary 301. This saves resources in terms of budget crawl and brings the attention of the search engine to more interesting pages.
Please note: it's a job to do with a good SEO person, don't improvise. The risk is to delete useful pages for the SEO architecture and user experience.
Create seasonal content (not repeated)
In the previous passages, I mentioned the rhythm, the frequency of publication. How to move in these cases? Who decides the number of posts per week? Among the best strategies for the corporate blog I insert the one dedicated to the planning not only of post for long term positioning.
These bring a constant flow of visits. You must also work on
seasonal content. That is to say those who have an interest only at certain times of the year.
Think, for example, of the
SEO tool promotions during the Black Friday period: you have a company that sells a similar service and you decide to push your offer on the company blog. Do you want to inform your readers of these possibilities? You have two solutions in front of you:
- Each year you create an article dedicated to the topic.
- Publish a single content, without date.
The advantage of the second solution is simple: do not create duplicate contents that continue to overlap each year. Only the date will change but the search intent is practically similar.
I prefer to have a fixed page, with no date in the URL, to update as the public's interest in a topic grows. In these cases the use of Google Trend is essential.
To confirm all this come Mountain View. Google recommends using only one link for seasonal content: better to have a single page that improves and changes over time than an avalanche of equal posts that only vary by date in the URL. This, however, must be included in your editorial calendar to optimize publications and harmonize old and new articles.
Your best strategies for the corporate blog
What, from your point of view, are the essential activities to bring profiled traffic to the blog? It is not enough to write and publish to be at the forefront of your corporate diary: identifying the way forward is the first step, then you need to optimize the publications to move in tandem with the objectives. Do you follow these strategies for the corporate blog? Have you collected good results?
