What is a corporate blog and how to use it in a marketing plan?

9 Dec 2022

Many companies have a corporate blog. But not all of them understand why this is useful. Is it really necessary? In this post we explain the advantages of having one and how it helps our marketing and communications plans.


What is a corporate blog?

A corporate blog is an online space where a company offers useful information and resources that, without being promotional, help the user on a specific topic.

Imagine you are a flower company. Take advantage of your knowledge of the sector and offer tips on how to water certain types of flowers, their care at each time of the year, how to plant seeds… And if you sell a service, for example, you offer yoga workshops, the blog can be useful as a support to the service itself, including additional resources to the service (how to stretch after a yoga session), or tips (postures that help you feel better and relax while you sleep).

Through the creation of this blog, the company is positioning itself as a reliable source of valuable information, an opinion leader in the sector in which it operates.


Is it important to have a blog?

Although it is not an essential tool, having a company blog can help us in some ways. Here are some of its main functions:

  1. It supports your branding strategy: a blog opens the doors to potential customers who are looking for related information in the sector. If our contents have proved to be very useful, it will generate an emotional connection that will make many potential customers relate the brand with positive values… and ultimately, they will choose the brand for their purchase.
  2. It is good for the SEO of your website: Google positively values the updated content of websites. So having a blog becomes a positive and valued element when positioning our website and attracting qualified traffic.
  3. Generate reliability: contrary to what many people think, a blog is not for selling. These pages serve to offer quality information about the sector (and incidentally, about your product or service). This information must be organic, useful for users. It must respond to a search need. If these characteristics are met, we will find ourselves with a page that visitors value, and to which they will turn when they need information from experts on a specific topic. A blog is especially useful in niche companies.
  4. Nurture content to other channels: the content generated in a blog can be easily shared on social networks such as Instagram, LinkedIn or Twitter. If we have a social media strategy , incorporating a blog will help us to enrich our annual content plan in a short time.


How do I look for ideas for my Blog?

If you’ve come this far, it’s because you think you should start building a blog for your company. Where do we start? The first thing to do is to define the structure and categories within the blog. Once the skeleton of the blog is ready, we have to start thinking about useful content for our audience.

Here are some tips to find content:


  • Always up to date with current events

People like to read the news. It is clear that we are not going to publish news on topics that have nothing to do with our industry, but we can keep up to date with industry news and try to report relatively quickly (and even with our opinion) on trends.

Let’s take an example: imagine you run a pet supply store, and a new animal rights law has just been passed. It might be a good idea to publish content related to the new law, while including some information about your store. Users will enter looking for information about this regulation. As an audience interested in the subject, they will turn to your blog to get information, identifying you as an opinion leader on this topic, generating a very positive image of your brand.


  • SEO is a key element

When preparing your content plan, you will have to see what are the search intentions of the audience interested in your sector. The blog articles should be planned according to the searches that users perform on the Internet. In addition, we will have to take into account the keywords within the texts when writing them.


  • Help your potential buyers

When you are going to buy a cell phone, you usually look for the exact features and the results they give; if you are considering signing up for English classes to get a degree, you will look in detail at the program and, perhaps, even call the center you are most interested in to ask for details; or maybe you are considering hiring a new alarm for your house, but you are not sure if it is really effective;

The purpose of the blog is to get in front of these doubts – to quickly solve possible questions that your potential customers may have. It is recommended to create user guides and tutorials for more complicated products, as well as tips and tricks.

For the above examples, a blog that sells cell phones could create a tutorial on how to get the most out of the device; the English academy can focus its content on the professional opportunities of the degree it awards; and the alarm company can establish some common use cases so that the user can get an idea of its usefulness.


  • Take advantage of key dates in the sector

Take advantage of key days in your sector / or linked to your company to launch promotional campaigns, contests, or any other action that generates interaction with your followers from the blog.

For example, if you are a company linked to sustainability you cannot miss Earth Day. If you sell children’s products, you should keep Children’s Day on your radar. Whatever sector you are in, you’re sure to find an event that fits in with your content plan – there’s even World Croquette Day (which, by the way, is on January 16).


If you need advice on how to get your blog started, contact us. We’ll be happy to help you!

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