Whether you believe it or not, people do actually visit company blogs. They often do so before they make the purchase decision and become your customers. Most prospective customers will want to know more about your company before they make the purchase decision. They will explore your website, browse through the About Us section, explore product pages, and look at the company blog.
Most of your prospective customers would judge your company based on the content and condition of the blog. Naturally, your blog needs to be well maintained and have good content. If your company blog isn’t well maintained, your customers would either consider you lazy or your company outdated. You want to avoid that. Here are some of the aspects of a successful company blog.
1. The Quality of the Content
This is the first thing that your prospective customers will notice. When we talk about the quality, we’re not speaking of the topic and the subject matter. That would come later. We’re speaking of the basic grammar, structure, and format. If your content is poorly written, most of your prospective customers would be put off and look elsewhere.
After all, how can you expect a company to provide good quality products and services if the content written on the blog is riddled with errors? Your customers would assume that you didn’t even bother to make an effort in writing quality content. They would assume that you don’t have very high standards of quality and that would affect their impression of you.
2. Subject Matter and Content
The blog is the most informal aspect of your company website. While most of your topics need to be relevant to your company, you can write posts on subjects that matter to you as well. This is a platform to engage customers and connect with them personally. If you write about things you’re passionate about, you’ll establish a relationship with your readers that can be extremely beneficial.
For example, if you write a post about social issues or causes that you feel strongly about, you’ll engage your customers. Yes, there’s always a chance that you’ll encounter differing opinions, but when you engage in such discussions with your customers, you become more than some faceless business person.
The worst thing you can do is post content you haven’t researched well and that doesn’t provide good information. Of course, there’s always room for error and no one expects your information to be 100% accurate. However, you need to try your best to ensure that what you do write is accurate to the best of your knowledge. Your content needs to be well researched and informative. It should have value to the customer.
You should also make an effort to use different mediums to convey the information. Just written content isn’t going to hold your audiences’ attention for long. You need to offer them diverse content in the form of inforgraphics, pictures, videos, podcasts, etc. That would make your blog successful and engaging .