There are lots of good reasons to consider having a corporate blog. It’s a great way to provide your company’s official response to anything, for PR purposes. You can use it to provide valuable content that your consultants can easily pass on to their social networks. Your blog content can auto-populate onto your company Facebook Page, providing more value to your Facebook fans. It can provide real SEO value. Some direct sales companies are even using it to provide training to the salesforce!
Yes, there are many things a blog can do for your company. But it does require a commitment. Starting a blog and then never updating it won’t bring your company any benefits. If you want a blog to work for your company, here are some suggestions:
- Decide how the blog fits into your larger social media strategy. What is the purpose of the blog? Is it to provide resources for consultants? Give insight into the inner-workings of the organization? Provide training? Whatever it is, be very clear on why you have it, what you want to communicate, and who your audience is.
- Assign it to someone. It has to be someone’s job to ensure that the blog is regularly updated. If you expect that people with other jobs will “remember” when it’s their turn to add a post, it most likely will not happen. Someone has to have both ownership of the blog, as well as authority to ensure that the posts get turned in on time, so you have consistent fresh content.
- Create an editorial calendar. One of the best ways to ensure that the blog is working as part of the overall business is to create an editorial calendar. Plan at least 3 months out, and decide how the posts can work with the goals of the organization. Are you launching a new catalog? Think about posts that will support the theme or new products. Is there a philanthropic initiative that the company is running one month? Think about what you can write on the blog to highlight that program. Your blog should work with the other initiatives the company is working on to be an effective resource.
By taking some time to plan before setting up a company blog, you can ensure fresh, consistent content that will provide your company with SEO benefits, your consultants with resources that are easy to share, and the public with information that helps them come to know, like, and trust your company.
Does your company have a blog? What do you do to make sure it is relevant and consistent? What benefits does it bring to your organization? Would love to read your thoughts in the comments below!
Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception.To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html. You can also check out her direct sales and social media blog at http://www.jenfongspeaks.com.