A tool as useful as a company blog is still unknown to many entrepreneurs who create their website.
Getting clients and relevance as a company is not an easy task, but there are some guidelines that can help you achieve greater visibility in a short time and without necessarily many resources.
Frequently, companies focus their efforts on creating a striking and modern design that represents the brand, forgetting about the internal content of the web.
The statistics prove us right and show that having a company blog is an essential tool for the proper functioning of a company in networks and the positioning of its website:
- 6 out of 10 marketers say they have won customers simply by using blogs. (Search Engine People)
- Blogs are the fifth most relevant source of information for users who browse the internet (Pamorama)
- Company blogs reach 38% of the general traffic of a website. (Hub Spot)
- Companies that publish +16 posts per month get 3.5 times more traffic than those companies that publish less frequently. (Hub Spot)
Those who are familiar with Google will know that the famous search engine positions the content according to various criteria such as page loading speed, the coherent structure of the content or the relevance and length of the text.
The guidelines that characterize a useful Blog are not universal, and may vary depending on the company, the sector or the type of client it is intended for; A Blog intended to sell products to other companies is not the same as a Blog dedicated to an end customer.
We have selected some general guidelines that we can consider to help achieve a useful Blog:
1. TITLE OF THE POST
The length of the title should be between 6 and 13 words. A catchy and concise title is much more effective than a long one and attracts a higher volume of traffic to the post.
2. TEXT LENGTH
The length of the text may vary depending on the theme of the Post. There are topics that give a lot to talk about, thus lengthening the length of the text, while others the shorter the better. Many times, less is more.
3. UNIQUE, RELEVANT AND VARIED CONTENT
The content of the Blog must provide new information to the user. The more relevant, interesting and varied the content of a Blog is, the more likely it is to attract traffic to the company’s website, thus strengthening the brand image.
It is also important that the content of the posts is adapted to the sector of the company; if it is a law firm, the subject must be related to legality.
4. LANGUAGE OF THE TEXT
Using appropriate language is very important to ensure that the audience for which the text is intended understands it. There are specialized sectors in which the client seeks to find a more specific vocabulary, while in others it is better to use a simple vocabulary in order to make the text more accessible to a greater number of users.
5. SORT THE CONTENT
Creating categories within the Blog makes navigation more intuitive for the user, so it is important to have different categories to differentiate the topics that are discussed in the Blog.
6. COHERENT STRUCTURE
It is very important to take care of the internal structure of the post and differentiate the subsections within the post and name them consistently according to some guidelines (H1, H2, H3, etc.).
In addition, the URL of the post must contain the keywords of the title of the text so that it is consistent.
7. LINKS
When creating content, you may wonder what are quality backlinks including complementary links to pages of the website itself or to external pages, increases the relevance of the post and helps to position other subpages of the website.
8. SHARE CONTENT
Users increasingly value being able to interact with the brand and make it more human and accessible. That is why more and more companies create accounts on platforms like Facebook, where they update and share content almost daily.
One way to add relevance to the company’s blog is to share the posts on different social platforms, so that the platform serves as a boost to generate traffic to the web.
