You’ve got your website, corporate blog, all the requisite social media presences, but audience growth is slow. How to jump start growth and get your message out? They key is effective content creation for your blog.
The tendency for corporate bloggers is to treat the blog as a channel for a stream-of-consciousness from a senior executive, or for relentless product updates. That’s well and good, but options expand if you begin to view your blog more as a trade journal focused on your particular industry.
Once you begin covering broad industry issues, instead of just your own company, your blog will begin to appeal to a wider audience and will be discovered by people without a narrow interest in your company. It also means you’ll be interviewing outside experts – analysts, attorneys, other industry professionals – to get comment and opinion. And that’s where you begin to amplify your message from a small footprint.
Most of those outside experts will have their own audience following them on Twitter, Facebook, newsletters, their own blog, etc. Quoted for an article, they will likely be all to happy to push a link out to their own audience. (You have to remember to send them the link when the article is published!) For a small startup with only a handful of Twitter followers, or one that has been ignoring social media (shame on you!) it can be a huge win to have an industry expert tweet your article out to his or her thousands of followers. And it doesn’t really cost you anything.
It adds to the complexity of corporate blogging, of course, because you have to research some sources, including their social media footprint, and interview them, but it will add substance to your blog in terms of content, and you can reflect in the glow of your expert source. Looking forward 6 to 12 months with an editorial calendar will help too, so you’re not always scrambling for sources and topics at the last minute.
So, do it today – revisit your blog, look hard at the content you’ve been publishing, and think how you can broaden the content, and the sources in your article. It’s worth it.