Learn PR techniques to get the most out of your company blog
You spend a great amount of staff time and energy focusing on your company blog. Are your blogs getting the results you expected? Skillful blogging helps drive traffic to your website, convert leads and establish authority. Unfortunately, too many companies get it wrong, missing out on the advantages of this invaluable tool in the process. Read on to learn the most common mistakes companies make with their blogs and how you can use public relations tools and techniques to ensure that you are making the best use of yours.
Blunder #1: Writing about anything and everything
Some companies believe that simply having a blog and posting new information periodically is enough. However, if it’s not the information your customers need to hear, then you’re wasting your time.
You must research your ideal buyer personas, learn what problems or issues they are trying to solve and use this information to direct your blog topics. Your blog should also coincide with your company goals and objectives. Finding out consumers’ frequently asked questions and what’s going on in your industry are good places to start for developing subject matter.
Blunder #2: Using corporate-speak
No one wants to read a term paper or something that sounds as if a room full of lawyers drafted it. There should be no jargon or acronyms in your blogs that people won’t recognize. Instead, you should make every effort to write the way people speak. Don’t be afraid to add a little personality. Your writing should be natural, interesting and informative, and you can’t do that if you sound like a robot.
Blunder #3: Not being consistent
Some companies think that posting once in a while is enough. Actually, the more often you blog, the more traffic and leads you will get to your website – but only if customers know what to expect. If they come to your site week after week and there is nothing new, they will stop coming.
It’s vital to establish a pattern and planning strategy for your blogs. A great tool to help organize your content is an editorial calendar. By setting this up, you can plan topics in advance and organize your ideas. An editorial calendar will serve as a reminder of the schedule you’ve developed and help ensure that you’re producing the right amount of quality content to educate and delight your audience.
Blunder #4: Forgetting you can hire a PR firm to help you
The focus of public relations is communicating and building relationships. Quality blog posts take time, commitment and experience. Axia Public Relations will undertake the planning, writing and promotion of your company’s blog for publication on a variety of platforms to increase your conversions and profitability. To learn more about our Blogosphere services, contact us or download Axia’s blog template to get started today.
Lisa Goldsberry is a senior blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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