And it Clicked: How to finally make your Company Blog a Success

Many companies already rely on corporate blogs to present corporate stories, entertaining insights or their own expert knowledge. This also makes perfect sense, as you can create authentic content that both leads (potential) customers to your website and attracts the attention of applicants. The catch: A good blog is not something that can be created quickly. If you publish an article on the latest product launch every few months, you will hardly notice any effect on website traffic or even sales. Because the unpleasant truth is: in most cases, nobody cares. So if you finally want to produce relevant content and appeal to more people with your company magazine – and make them happy! – you should take the following tips to heart.

Quality before Quantity? Both have to be right here!

Okay, it’s true, the quality of the contributions is of course the top priority. After all, nobody wants to read carelessly cobbled-together articles with no recognizable added value. However, it is just as important to publish regularly. But don’t take on too much! Instead of blogging every day, perhaps two posts a week will suffice. If you always choose the same days of the week – and cover interesting topics – you can quickly gain a regular readership. In any case, you should draw up an editorial plan in which the next few months are planned out. Because if you’re just shuffling from post to post and have to keep coming up with new ideas at short notice, it can get really annoying and, in many cases, uninspired.

One Thing Leads to Another: Link Contributions

Have you already published several posts on your blog? Then you should definitely link them together. But be careful, of course! If certain topics are addressed that are dealt with in more detail in another article, it is worth clicking on the link. In the best case scenario, readers will not only spend more time on your website, but will also learn that your company blog covers many interesting topics and provides answers. This also strengthens the company’s expert status. And speaking of links: Links are not only important between individual posts, but are of course also useful for social media. Here you can share current blog posts and give others the opportunity to read them or even spread them further.

Order is Half the Battle? At least it needs Orientation!

It may sound banal, but to run a really successful corporate blog, one thing is particularly important: order. And that simply means the design of the page. Visitors need to quickly recognize where they can find what and how they can navigate the website. Because even the most exciting blog posts become uninteresting if the interface is not user-friendly. You can’t see how quickly the users jump off! So: restrained and clear, instead of an overloaded font battle! It is best to define a uniform structure not only for the page itself, but also for the posts. This is not only aesthetically pleasing, but also practical!

We need to talk about SEO: Keyword Research

For many, it is a tiresome topic: SEO. Search engine optimization is essential for a successful blog. This ensures that the content is not only interesting, but also in demand! After all, it is important for blog posts to speak the language of the target group and thus provide suitable answers to their questions. However, this does not mean that your contributions should become a single string of buzzwords. Rather, it’s about being concise and hitting the proverbial nail on the head. The question you should ask yourself: If someone googles a specific keyword or phrase – will they be happy with my post?

Conclusion: A good Company Blog has many Faces

Whether your company blog focuses on employer branding, the relationship with your customers or simply on service: good preparation and maintenance is key! It’s time-consuming, of course, but it’s definitely worth it. By strengthening the expert status of your company and your employees, you gain relevance and trust – and in the best case scenario, this is also reflected in the (sales) figures. The most important ingredients: Authenticity, consistency and genuine expertise.

If you’re wondering what a successful company blog looks like, here are a few more examples. Have fun browsing!

IKEA: https://ikea-unternehmensblog.de/

Adidas: https://www.gameplan-a.com/

Apple: https://www.apple.com/newsroom/