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More than 50% of marketers want to create corporate blog content. You can expect this number to increase in the years to come because of the many benefits.
The good news is that any company can benefit from a corporate blog. There is no guarantee of success. One day, your blog could be destroyed.
Here are five reasons why your corporate website has gone astray and what you can do to get it back on track.
1. There is no content calendar.
A content calendar should not be optional. It is best to make it a requirement within your organization. Without this, you are inviting trouble such as on-again-off-again posting schedule or publishing duplicate content.
A content calendar can be simple. It is possible to make it as simple as a spreadsheet with columns for title, author, and proposed publication date.
2. Out of ideas.
This is the most important reason for failure, as I have found through my years of consulting companies on how to drive revenue and traffic through corporateBlogging. One of the consequences of running out of ideas is that you stop sharing quality content or stop posting on your website.
Before this happens, make a list of places you can look for ideas at.
Brainstorm with your team.
Discuss competing for inspiration.
Use a research tool.
One of these ideas can help you clear your mind, break out of your rut and create a topic list that you can rely on for months to come.
3. Not enough contributors.
If you are the only person contributing to the company's website, you will hit a wall. Running out of ideas or simply burning out are some of the reasons why this happens.
There are places you can look for contributors.
Even if they are not in the marketing department, they are still colleagues.
They are clients, partners, affiliates or suppliers.
Outside writers are willing to write guest posts.
As your list of contributors grows, the amount of content you personally create will decrease.
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4. Too much of a focus on one type of content.
The same type of content can result in burnout. It can become tiresome for your audience to read.
Creating different types of content will keep your audience coming back for more. There are 10 ideas that are good to start with.
Listicles.
How-to guides.
Interviews.
Infographics.
Brand stories or personal stories.
Current events are industry news.
There are lists.
There are resources.
There are quizzes, surveys, and polls.
Frequently asked questions.
There are certain types of content that you prefer to create. That is okay. You should mix things up now and again. It is beneficial to you and your audience.
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5. Lack of time.
It doesn't mean that time is always on your side when you're creating content for your company's website. It takes more than four hours to write a 1,400 word post on the internet. That doesn't take into account other tasks, such as research and editing.
Writers cut corners when time is tight. Maybe you reduce your word count. Maybe you don't pay attention to what's being said. Maybe you don't pay attention to how your content is used in search engines.
There are many ways to fight back against a lack of time, such as creating an ironclad content calendar and accepting guest posts.
These pointers will help you get to corporateBlogging success. If you have a wall on your website, stop what you are doing and rethink your strategy.
Every brand should have a website.
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Chris is a writer, content marketer and business owner. He has been featured in hundreds of industry-specific websites. Chris Bibey Digital is based in Pittsburgh, Pennsylvania.
