GET YOUR BLOG ROLLING

Don't let the constant buzz around short-form social media channels fool you; original, thoughtful content is still king. And a company blog is the perfect platform.

Blogs are a fantastic marketing tool. While short-form social media channels are great at building buzz, thoughtful blog content adds real long-term value to your business. Done right, blogging gives customers insight into your brand, establishes you as an industry expert and resource, and attracts traffic from search engines.

And if you're asking, "How can we maintain a blog?" or "How can we come up with new ideas?" we have four tips to get you rolling.

1          Get personal.

Got a great customer referral? Share it. Has a particular mentor shaped the way you do business? Profile them. A star employee you want to call out? Do it. All of these things personalize your business. When it comes down to deciding between similar businesses, potential customers will often go with the company they can relate to. Content - especially stories - is the vehicle for that.

2          Write about what you know.

Struggling for ideas to blog about? An engaged writer makes for an engaged reader, so make sure you’re writing about something that interests you, and tie it in to your business. Don’t be afraid to have an opinion. Certified foodie? Passion for fashion? Crazy for “American Idol”? Whatever your interest, if it’s something that you care about, it will be easy to write about and to apply to your business.

3          Be brave.

Writing about what customers want to know about is a sure-fire way to keep them engaged. To do so, you've got to be willing to tackle tough topics in your content and commentary. Blogging about difficult issues and controversies within your industry attracts customers, and keeps them coming back to you as a resource.

4          Be trendy.

Blogging provides an excellent vehicle for discussing news trends that may not directly relate to your business, while engaging with potential customers about a topic that has piqued their interest. Keep abreast of the latest breaking news and figure out creative ways to engage readers. By positioning your brand as a thought leader, you build trust with customers, which will count when the time comes to make a purchasing decision.

Above all, keep it simple. Your company blog shouldn't read like a promotional brochure. Readers are looking for concise writing with clear takeaways, along with some fun and personality. Keep it brief, make your point using relatable examples, and then post it.