Learning how to write a blog for a company is important for professional and corporate growth, whether you are an editor, business owner, or a professional writer. What you should keep in mind is the appropriate blog structure, predetermined update or posting frequency for an alive blog, and post length. Start with aligning the purpose of each blog post with the overall corporate or business strategy, vision, mission, and values. Your task is to impart these values to customers.

Table of Contents

• Start with Understanding Business Strategy and Goals
• Create a Sketch How to Write a Blog for a Company
• Choose Trending Topics for Posts
• Write a Corporate Blog Post Using an Appropriate Tone

1. Start with Understanding Business Strategy and Goals

Use any method to take notes and write down the mission, vision, values, and positioning statement of your business:

1. Cornell notes.
2. Sketchnotes.
3. Concept map.

Questions to consider:

• Does the company aim to motivate or educate (for example, through selling courses) or sell a product?
• What are company’s customers (who are also the target audience for a blog)?
• What values can be imparted through a blog to attract the target audience?

2. Create a Sketch How to Write a Blog for a Company

Content Purpose

So after you have determined and realized the business strategy, values, vision, and mission, it is time to learn how to write a blog for a company through sketching or outlining the key starting points:

1. The content purpose should align with the company’s strategic vision to build a brand and reputation.
2. The company may pursue the following: establishing authority, increasing awareness of the product or service, expanding the customer base through SEO and search engine visibility, and sharing client success stories or case studies.
3. Determine how you plan to interact with customers: through links to social media in blog posts, by creating discussion forums and chats where clients can add product reviews and feedback, through reacting to comments under the blog post, or by a one-way connection through a call-to-action.
4. A corporate blog helps to add human voice and personal touch to the business.

Overall, the purpose of a corporate blog is as follows:

ADVERTISE – GET FEEDBACK or REVIEWS – BUILD and POSITION a BRAND or REPUTATION – INCREASE the CUSTOMER BASE – IMPROVE VISIBILITY through SEO – ESTABLISH AUTHORITY –

Corporate Blog Post Types

Take notes of the types of blog posts that you plan to publish on a blog:

1. External reaction or reaction to events that can show the company’s position and vision of events around: such posts can help the brand show its perspective on corporate social responsibility (CSR) – ethical, environmental, philanthropic or social, and financial or economic positions.
2. Internal thoughts or opinions that mostly serve for cooperation and communication of product or service use success stories or personal feedback.
3. Topic-focused essays that help to show knowledge and expertise and establish authority.
4. You can turn a press release into a corporate blog post or just add it to the blog content.
5. It is possible to single out keyword-focused posts that can be related to any of the categories above. Their purpose can be SEO.
6. Customer reviews can be turned into case studies for corporate blog content.
7. Interview transcripts with company experts with data and reports to show corporate success and authority.

Therefore, learning how to write a blog for a company involves focusing on the following key aspects:

KNOWLEDGE – COMMUNICATION – SEO

The size of the company can also affect the blog purpose:

1. Internal blog for employees to train and increase their knowledge if it is a big company.
2. Personal professional blog managed by one person to advertise their services.
3. A blog managed by a team in case of a mid-sized company.

Group Posts under Categories and Tags

You can publish corporate posts under various categories based on topics related to company’s operations:

• News
• Innovations
• Products and Services
• Corporate Social Responsibility
• Trends
• Data and growth
• Meet Company’s Experts
• Resources and Materials, etc.

3. Choose Trending Topics for Posts

If you publish reaction of the company to external events, it is important to take the following steps:

• Research trending topics or recent news that are being actively discussed in the field of company’s operations.
• Follow news in the industry and react.
• Discuss innovations and how the company can take advantage of them to serve customers.
• Focus on customer’s pain points or challenges and discuss how the company can react.
• Use aggressive marketing (sometimes) to write how company’s products can help customers solve their challenges better than competitors can.

Create appropriate titles based on topics:

• Expertise posts: you can use the SMART (specific, measurable, actionable, relevant, and time-bound how-to title) framework for a title – for example, “How to improve your morning routine with Company A’s app in 1 month.”
• Communication posts: use questions to get client’s reaction or feedback – for example, “Why does corporate social responsibility is the top priority for Company A this year.”
• SEO posts: use keywords in titles that have informational or commercial search intent (customers are searching for information or a product/service) – for example, “A new effective app for morning routine tracking.”

4. Write a Corporate Blog Post Using an Appropriate Tone

When you are writing a post on company’s product, it is possible to balance between technical terms and conversational tone, retelling a case of its use or usefulness. The blog post can also have:

• Formal tone when you are presenting expertise, knowledge, or authority.
• Informal or friendly tone when you are retelling success stories.
• A mix of the above to create a connection with the customer but staying professional in any case – using we and you can help you sound natural and add human voice to the brand.

Useful points to consider:

1. End it with a call-to-action to react, comment, share, or leave a review.
2. Use infographics for data and company information. It is important for training employees and sharing knowledge and expertise.
3. Apply the top-down method for presenting news, namely, through providing the most important information right at the beginning (in introduction) and than adding details.
4. Proofread posts.
5. Include images and videos of company’s products or promotional images.
6. Check each post for key SEO points (learn how here at EEssays Blog Writing)

Takeaways

• Companies of different sizes publish posts differently: big companies may posts several posts a day, while small ones may blog once a month.
• Choose the publishing schedule and the number of posts appropriate for your company.
• Create a content management plan and outline with post titles for a month (with well-researched keywords).
• Align the business goal with the content purpose.
• Structure the post depending on the content type.
• Use the right tone for the target audience.
• Track conversions and post performance.

Reference

Ma, S., & Zhang, Q. (2007). A study on content and management style of corporate blogs. In D. Schuler (Ed.), Online communities and social computing (pp. 116-123). Springer. https://dl.acm.org/doi/10.5555/1784297.1784311