What Kinds of Posts go on a Company Blog or Website?
If you have a business website, you want to keep it fresh and updated so Google will visit it often – and writing blog posts will help to accomplish that. There’s plenty of data out there to prove that regularly posting on your blog increases traffic to your website. I’m going to assume that you are sold on having a blog for your business. The next question is – What do I write? Fortunately, this recipe will help you out. Print it out, copy it to a post-it note and stick it to your screen – whatever makes sense to you. When you need to fill up your queue with quality blog posts, follow this guide.
4 kinds of posts on your blog:
Every article you write can fall into four categories. I’m not talking about WordPress categories but conceptual categories. The first one is easy and it will cover half of your posts.
1. Helpful articles for a general audience – 50%
First and foremost, you’ll want articles that are semi-related to your area of expertise. The general public will find, consume, and share them. This is all to build your clout as a topic expert and a thought leader. Don’t be discouraged if you think some of this has already been written by others or that the subject is too elementary. If people already know you, it will build their confidence in you as a generous expert. The people that don’t know you will appreciate your useful post when they come from a search.
You can find topic ideas in this realm by searching your email for questions. When one person asks something, there are 1,000 other people with the same question and another 2,000 interested in your answer. The two highest performing blog posts at LTNow.com have to do with editing your outlook signature and finding a place to eat dinner in Evansville! Like I said, helpful stuff for general audiences.
The other 50% is divided into three types of posts about your business.
2. Company Culture Blog Posts – 16%
Secondly, you’ll want to talk about the people in your company. Everyone wants to work with people who love their jobs, and this is where you show off that you love yours. Birthday parties, work anniversaries, personal accomplishments, volunteer work, etc. all come into this category. People want to hire people that they like, not inhuman solution providers. Show that you are real people.
These are also more likely to be shared by your staff on social media, so your name gets out to a wider crowd than usual.
3. Technical or Tutorial Types of Blog Posts- 16%
Third on the list is high-level stuff for customers you already know, people that are at an advanced level, or even your competition who is watching you (and may be your next new employee). This is where it is ok to fire up the technical jargon and explain things like, “What is the difference between 301 and 302 redirects in SEO?” There are people out there who have that technical problem and you want them to find you.
The majority of people will glance at the title and not read the article, but when the phrase comes up next week on the nightly news, they’ll remember that you already solved it – whatever it was.
4. Introductory and Elementary Blog Posts- 16%
Finally, explain yourself and your products to people who have never heard of you. This is the opposite of the high-level technical part. There are still plenty of customers out there who don’t know or appreciate the difference between Yahoo mail or secure email. Tell them. Explain it to them. This is providing information about your products to someone who has never heard of them before. These are the posts that help you practice explaining your work to your grandmother-in-law.
A dash of sales – 2%
This doesn’t count as a whole post because you don’t want to write an entire post selling your stuff. When people want the sales slick, they will come and get it from your other content, but the majority of your web search traffic will not come to your site to close a sale. You sprinkle this in other posts or put it up on the sidebar. Here is the product and how you buy it. It should fit in 3 sentences or less or on a post-it note and be very clear. “Click here to get 5lbs of Onions for $5” vs. “A nutritious and breathtaking experience for a low price.” Your helpful articles, company culture posts, and technical pieces should all mention your products somehow. The sidebar or “Contact Us” form has the sales info.
Start Writing Those Drafts
Now that you can see what kinds of content to write for your blog, start writing up some drafts. If you are a weekly publisher, you have a 6-week cycle in front of you. If you want to mix it up, do two blog posts in a row of helpful tips then go to one of the culture or technical topics. You don’t have to follow this recipe exactly, but as a best practice, when you look back over the year, you’ll have a nice mix of article types instead of two straight months of company culture articles.