Incorporating a Company Blog Into Your Business Strategy

Incorporating a Company Blog Into Your Business Strategy

One way to prove your industry chops is to relate your insight and expertise to trends and timely news events on the company blog.

Publishing content on a regular basis is crucial, but blogging every week doesn’t guarantee success—especially if you haven’t defined what that success looks like. Establish a clear purpose and ensure all your contributors are mindful of it. Share your ideas with the rest of your teams (e.g. the social, new business and PR teams) to fully integrate them into the plan.

How do you know what the blog’s purpose should be? Think about your business goals and decide how the blog can enhance your strategy. For example, is there a particular service offering that you want to promote? Are you trying to reach a new market? Make it part of your content campaign and write about relevant topics.

You can use the company blog as a convenient platform for getting in front of your current and potential customers. Here are some tips to get you going:

Write with a campaign and buyer persona in mind.

It’s easy to write about topics that you’re passionate about, but it’s also easy to lose sight of the task at hand. Avoid going rogue and follow a pre-planned content calendar that focuses on a campaign theme. The specific blog topics can take various angles, but they should all be tailored to the buyer personas you’re targeting. A buyer persona is, in simple terms, an idealized version of one of your customer segments (e.g. marketing directors and CEOs).

Include supplemental content offerings in blog posts.

The blog is a valuable resource to use as fodder for social posts, as story ideas for pitching media and in content marketing endeavors like social advertising and email campaigns. If the mission of the blog is to attract new business leads, go deep into a topic by linking to e-books, videos, infographics and more. Continue to pique your readers’ interest by sharing information that is meaningful to them and their businesses.

Track metrics based your blog’s purpose. 

Your blog’s metrics will give you important insight into how well it’s doing. Google Analytics and your CRM platform are good places to start. Weigh certain data more heavily depending on what you’re trying to achieve, but be careful not to take it all at face value. A post may have 60 views, but it doesn’t mean all are noteworthy. Dig deeper to uncover what your most read blogs are, who is reading them, how often they return and how they found the blog. For instance, you might discover that most people find your blog via links in social media posts rather than going to the website. Knowing these facts will help guide how you promote the blog and what topics you focus on.

Megan Snyder
Public Relations
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Megan is the marketing manager for JConnelly, focusing on the agency’s internal communications and marketing efforts as well as project managing client campaigns. She has a ... Click for full bio

Most Read IRIS Articles of the Week: April 17-21

Most Read IRIS Articles of the Week: April 17-21

Here’s a look at the Top 11 Most Viewed Articles of the Week on, April 17-21, 2017 

Click the headline to read the full article.  Enjoy!

1. Market Keeping You up at Night? Look for the Right Hedge

Like so many others in the industry, I was wrong. For years, I was certain that the bull market was nearing its end. I thought the market was over-extended, and that, surely, the wild equities run was coming to an end. But everyone else was bullish, and perhaps rightfully so. And while I’ve watched equities continue on their spectacular rise, I do think now is the time (really!) to put a hedge in place. Here’s why. Here’s how. — Adam Patti

2. How to Manage Bond Market Pain and Seek the Gain When Rates Are Rising

The realities for fixed income investors have changed. How is this being reflected in markets? Bond investing has become increasingly difficult over the past decade. Markets have been heavily distorted by ultra-low interest rates and quantitative easing, as well as by extreme risk aversion in response to the global economic crisis and the eurozone debt crisis. — Nick Gartside

3. Seven Reasons You'll Fail as a Financial Advisor

Is being a financial advisor worth it? I am an optimistic person and I encourage other people to keep a positive mental attitude (shout-out to Napoleon Hill and W. Clement Stone). However, by taking a good, hard look at the negatives in life, we can successfully pivot towards the positive aspects that will help us achieve our goals. — James Pollard

4. The Secret to Turning Every Prospect into a Client

How do you treat one of your most valued, existing clients? Here’s a list of some things that come to mind. — Andrew Sobel

5. Why Do Clients Change Advisors?

According to many advisors I speak with, the only clients that leave are those who have died. And while attrition may not be a big problem in this industry, I have to assume that at least a few clients change advisors without doing so via the funeral home. — Julie Littlechild

6. Why You Should Focus on Getting Referral Sources

I was talking with an advisor last week about how to get into conversations about what he does. He was relaying the story of going jogging with a friend who could be a good client but is, more importantly, connected to a large network of people who fit this advisors ideal client description. — Stephen Wershing

7. How Big Picture Thinkers Seize More Opportunities in 7 Steps

Big picture thinkers are not unicorns - rare and mystical. And they were not born with the innate ability to think big. They do, however, pay attention to the broader landscape and take the time to think, analyze and evaluate. — Jill Houtman and Danny Domenighini

8. 5 Actions to Build Your Reputation

Your reputation is who you are and how you show up, Monday to Monday®.  Many of us take our image and reputation for granted.  Give careful thought to the kind of reputation that you would be proud of Monday to Monday® and that would resonate with your purpose and priorities. — Stacey Hanke

9. How Are You Poised to Begin Welcoming GenZ to Your Workplace?

The generational changing of the guard is a fact of life as old as time. Young replaces old in responsibility, importance, control and culture. Outside of the family, the workplace is perhaps where this is seen most regularly by most people. — Shirley Engelmeier

10. Are Price Objections REALLY Price Objections?

Next time you hear your prospects give you price objections, it’s not because of the price. The give price objections because they don’t know the full value proposition that they’d be paying for. And it’s not based on their need, or your features and functions. It’s based on the buying criteria they want to meet internally. — Sofia Carter

11. Understanding the Economic Value of Transition Deals

Last week we wrote about the economic rationale behind going independent vs. moving to another major firm as an employee. As a follow-up topic, we thought it prudent to analyze transition packages attached to big firm moves and peel back the layers of the onion to show the components of these deals. — Louis Diamond

Douglas Heikkinen
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IRIS Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues to ... Click for full bio