When it comes to starting a blog for your company, it’s important to find out why you’re starting a blog. What are your goals? Who do you want to read the blog? What do you hope to achieve through the addition of a blog.

There’s a number of reasons to start blogging. The first is that it gives you another avenue to reach your customers. It can also create the opportunity for additional sales and larger brand recognition. The second is that it expands your brand’s presence online. The third reason, and probably the most important one, is that it creates additional opportunities to increase your search engine optimization.

Before starting a blog, it’s important to think about who your target audience is. Are you writing for your customer primarily, and if that’s the case, is your customer likely to read blogs in the first place? Targeting an audience that may not be that computer literate through a blog will most likely not give you the return on investment that you’re looking for.

The other important thing to think about and plan for is the search engine optimization aspect. You’re essentially creating additional content that not only has to be engaging to the reader, but not dilute the carefully constructed content on your existing web site.

With this content, it’s important to keep a balance of engaging content that may not be centred on your brand, and the shameless self-promotion that is synonymous with corporate blogs. Customers will rarely read blogs that are filled with sales pitches and press releases. To this extent, it’s important to think about where your alternative content will take your customer, and how this can create added value and trust in your brand.

Finally, the last thing to think about is maintaining the blog. Do you have time to post new content? Can you dedicate an hour once a week? Every two weeks? Every month? Or do you plan on only using the blog to announce sales, special events, promotions and corporate updates? If this is the case, it might be better just to create a press section in your web site than a blog.

When all of this is considered and decisions are made, you’ll have answered many of the questions you should ask before starting a corporate blog. If the return on investment is high, if the time can be dedicated, and the content is quality, your blog is sure to benefit your company.

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