The single most important thing to remember when creating a content strategy for a company blog is, you must create content in other channels too. It is necessary to reach out to readers and draw them in with an authentic voice, creating a personal connection, and being willing to offer video content in a wide variety of locations.
Cultivate Your Voice
Creating a consistent and relatable voice for your company blog is more important than ever. Consumers are tired of being driven to content that feels impersonal and that offers no intrinsic value to the reader. One way to combat that is to ensure that in addition to offering industry information and insight, you also cultivate a personal exchange. LeadFeeder has done this for their readers through topics such as social selling, customer success checklists, and practical ways to use their tool to get a better understanding of your website’s visitors.
Another important consideration in creating the voice of the company blog is to ensure that it is well thought out and defined as part of a broader content strategy. It’s important that the tone convey personality and not sound generic to the reader. To do this it is necessary to carefully cultivate the elements that will lend authenticity. A blog, even one hosted by a business, doesn’t need to follow perfect grammatical structure. Colloquialisms, contractions, buzzwords, and even slang are acceptable as long as they are being used consistently.
Make it Personal
Part of creating a company blog that invites users to become more invested in the content is to create a personal connection with the audience. One way to do this is to install heat maps that allow the user to see themselves interacting with the site in real time. This lets them feel seen and allows them to know their input and feedback are specifically valued beyond being another statistic.
Another way is to share the stories behind the brand. For example, SparesBox has a category called Our Stories, which encourages those who visit the blog to learn more in a way that feels intimate and authentic. To take it further, interacting with your readers in real time on social media platforms like Insta Live is also a refreshing idea. This requires having people who are consistently monitoring various channels and who are on board with the voice of the brand and able to interact within the confines of the structure established to ensure consistency.
The role social media is playing in customer satisfaction is continuing to grow. Most blogs have installed buttons that invite readers to share the content on their favorite social media site. But how many are following up when their clients are talking to them on social media? Only the ones who want to ensure they have happy customers who are willing to sing their praises to their entire social media network.
A Moving Picture is Worth a Thousand Words
If video isn’t already in your content strategy, it should be. The most recent Internet Trends report from KPCB projects that more than 70 percent of all online traffic will be derived from online video. YouTube, arguably the most well-known video platform, has more than a billion users who watch hundreds of millions of hours of video content each day.
The way in which your company can introduce video content to its audience is more diverse than ever. YouTube videos or native video content can be posted on a company blog or hosted elsewhere to introduce new products and services. However, social media platforms are rapidly becoming the preferred method for people to view video.
Instagram introduced InstaStories in August of 2016. Some can be set to disappear after a day which gives them a sense of urgency and exclusivity that is attractive to viewers. It guarantees engagement and allows your followers to feel more connected in a tangible way.
This is similar to the feature offered by Snapchat that has found such popularity over the past year. MediaKix recently reported that daily video views have increased 400 percent in 2016 and the growth was expected to continue along the same trajectory in 2017. Any business that is targeting Millennials or teens should be creating a content strategy that includes leveraging this newer platform.
For a broader demographic, Facebook is still one of the most powerful platforms for companies who want to drive traffic to their blog. By now most people are aware that video has quickly begun to dominate Facebook newsfeeds. The next evolution of this will be Facebook 360. This will allow content creators to utilize virtual reality technology to give viewers a fully immersive experience with their video or image content. This has immense potential going forward and should be something you are working on now to implement in future content strategies. It would be easy to talk about a new product or service on your company blog and post a link to a Facebook video that gives the reader more information.
As you develop your content strategy, take the time to really develop the voice with which the company will speak to consumers. Use it consistently across all platforms to create authentic experiences for readers. Then, develop it further with the use of video on whichever social media platform is home to your target demographic.