Ten years ago, a company website was little more than an online storefront – a way by which to publicise opening hours, company address and perhaps some key products. The online market space is much more competitive now however, forcing website owners to be much more proactive in managing their site.
Being found easily online is critical to creating new business, and the best way to raise visibility is to attract the attention of search engines through search engine optimisation (SEO) – particularly Google. Google tends to favour websites that are regularly updated to add new, high quality information which should be of interest to their service users.
One of the ‘easiest’ ways to create this new content is to create a company blog. Using a blog, your business can write articles on a regular basis that cover topics within your sphere of expertise. This could be comment on current news stories, case studies that showcase a successful project, or anything else that establishes your brand as an authority within your field. In fact, this article you are reading right now is an example of a blog post!
Blogging and writing regular posts takes discipline and planning. Creating content is relatively easy for the first few days, but finding new topics becomes more difficult after a while. When creating your first company blog, you should consider sharing the responsibility with other staff, allowing for greater depth and to reduce the risk of running out of ideas.