If you have a company which operates a website, the importance of having a blog is just too high. It is the unofficial PR person. A blog with solid content can quickly build a community raving fans. It can get people to be more engaged and informed. Instead of spending a ton of money on expensive ad budgets, clever content marketing strategies can actually grow a company’s customer base. Add to this the fact that a blog can showcase your company in a light that YOU control (as opposed to that in the media) and you can really begin to see how powerful this medium is.
When I was working at Jabong, some plans to setup a company blog were underway. But due to certain reasons, no one ever got to the point of publishing posts on it. I had however been doing my homework in case the project was launched and had done some research, searching for possible ideas for writing content on a company blog. They have been listed below but all of them might not apply to your blog.
- Staff profiles.
- Answer questions which everyone is asking. This could be an exhaustive list of F.A.Qs building over time.
- Case studies. At the risk of leaking important functions to competitors, public case studies emphasizes transparency in the company.
- Disagreeing with a popular opinion. Stirring up controversy can always drive people to your company’s blog.
- Customer stories. Getting a happy customer to speak about their experience with your company can do a lot of good in building a brand to reckon with. Seek permission from happy customers
- Informational posts or How-tos. You could write a series of posts explaining customers or casual readers how to make most out of your product or service. For Jabong, writing a How-to on choosing products, coming up with better style statements, “what to wear” guides could do very well.
- Random Tips. Informational posts usually require a lot of time and research and if you don’t have that kind of patience, giving a random tip every now and then would be a better idea.
- Behind the scenes stories. Every company has little stories which though trivial make for interesting reading. These stories when shared make a company seem more human. It helps you stand out. Write a behind-the-scenes post about some interesting problem you or your employees face and how they tackle them.
- Videos. If a painting is worth a thousand words, a video is worth a million! Use the power of video to showcase your company and your products in the best possible way in the eyes of investors and customers.
- Regular features. Every company blog should have regular features to keep customers updated about important things and milestones. For a lifestyle products store like Jabong, it could be things such the number of products online, new employees, etc. Another feature could be “Fashion look of the week/season”.
- Think beyond words. True, words are powerful when it comes to arousing emotions in a reader. But you know what’s more powerful? Images. And you know what’s even more powerful? A combination of words and images. Compiling industry information, statistics,
- Celebrity Interviews. There are leaders in every industries and having someone over to your blog for an interview is a great idea. Try and contact the big-wigs in your industry (ours is the fashion world which is loaded!). You might be surprised how many agree.
- Doing a survey or poll. Asking readers to give their opinions on products, trends, etc. could make for interesting reading and throw up enlightening facts about one’s perception in the world.
- Digging up industry secrets. Another buzz stirrer, giving your customers sweet inside information about your industry could make for another interesting post.
- Share your brand values or vision. If you have big plans for your business or something which makes you different from the competition, share it.
- Hiring policies. A humorous take on what you look for in candidates while hiring could help you attract better talent.
- Contests! This is my personal favorite. There is nothing better than holding a contest with a fat, juicy reward. Contests can REALLY drive readership and engagement to record levels provided the prize is something worth fighting for.
Have some fun along the way.