Tips for Effectively Managing Your Company’s Blog

by Lois Leonard

2 min read

An effectively managed company blog is important for continuing to grow your company and build its brand. Blogging, as indicated by the success of other Canadian small businesses, has proven to be a key way to driving traffic to brick-and-mortar stores and websites. Make sure you take the time to properly manage your company’s blog by following these steps.

Maintain a Regular Post Schedule

Visitors are commonly turned off by a site that lacks new published material on a regular schedule. For example, if a current or potential client views your company’s blog in August, only to find the last blog post is from May or June, they may actually question whether your company is still in business. The general credibility of your company also comes into question — a lack of pertinent, timely information signals to clients that your company may no longer be relevant in the marketplace it operates in.

A good rule of thumb is publishing new blog posts at least twice a month. Use blogs to keep current and potential customers in the loop about company happenings, new events, or special offers. As soon as something newsworthy happens regarding your company, it’s a great opportunity for a new blog post.

Your audience is investing time and money in your company, so you may benefit from treating them like investors. Consider devoting quarterly posts to a review of your company’s performance.

Feature Your Team

As a small business owner, you know how important every member of your company’s team is to the ultimate success and growth of the business. Let your clients and customers learn more about your team by having willing and able team members contribute articles to your business blog. Readers tend to find blog posts more credible when they are written by individuals with a first-hand knowledge of the content, making it a good idea to have your team members write about their particular areas of expertise, not just the company in general. For example, if you’ve recently launched a new product or service, have the employee who developed the new product or service write a blog post announcing it.

Get a Home Field Advantage

Many company blogs are written on other websites, such as blog.com, and then merely linked to the actual company website. A better practice is to publish your small business blog directly on your company website. There’s nothing to be gained from sending your potential customers to some other website to find out what you have to say or offer them. Having your blog posts and updates readily available to your website visitors as soon as they arrive on the homepage gives them instant access to helpful information you provide.

Also, consider contributing some posts to related guest blogs with links back to your website and company blog. This reflects your willingness to contribute to other blogs but allows you the ability to drive traffic back to your website. Posting guest blogs also offers the opportunity for increased exposure of your business to potential new customers.

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