There are a lot that goes into launching and maintaining a successful weblog — strategic content, SEO, CMS systems, social media, picture selection, article promotion, and more. In this article, I want to show you how to design your company blog for success.
Websites with blogs have 434% more search-engine indexed pages and 6x more revenue . They are the driving force behind a great content marketing strategy, and studies have found that content marketing and advertising is more effective than some other tactic.
Your company needs a blog, and we’ve created a step-by-step guide for making it succeed. Let’s jump in.
- The technical aspects of creating your blog ensure it is optimized just for SEO and audience engagement.
- Great blogs use categories, dates, and authors to arrange their content and ensure it is easier for readers to navigate.
- Consistency is key: publishing frequently and at optimal periods will drive better weblog performance.
- Blog posts with visible images are viewed and shared more than those without having them.
- Your blog should always try to drive customers toward the following logical action step like starting a free trial or scheduling a consultation.
We have looked at hundreds of the greatest content marketing examples , large organization blogs , startup websites , we’ ve also covered how to create an amazing company blog before. Here, we’ lso are getting a little deeper and more specific with tips, equipment, and actual plug-in you may use and settings you can set up!
How to Start the Blog: The Set Up
First things initial — taking care of setup. A single mistake companies make is usually diving straight into publishing articles without spending time on the specialized details. These details may not be exciting, but they play an essential part in optimizing your blog intended for search, driving traffic, plus growing your audience.
Add the Blog to Main Navigation
Your website’s main routing menu is the map that visitors (and search engines! ) use to explore your content plus ultimately decide if it can help them accomplish the goals a person claim it can. Without user-friendly navigation, even your best content can get lost in the mix. When that happens, your search engines traffic will suffer the consequences.
The takeaway: be sure your blog appears on your main navigation menu.
But what if you have an optimized landing page designed to send users on a path right to conversion? Won’t adding your blog potentially send them within the wrong direction?
It’s a valid question, but the truth is that on average, web guests only spend 15 seconds or less on a landing page. Research estimates that up to 95% of visitors will never come back after their first visit. That perfect path toward transformation? Most people never take it.
Your blog may indeed divert visitors from the most direct conversion path, however it will also give them a reason to remain on your site and increase the time they spend generally there. Blog content builds trust with consumers and, whenever done right, provides a lot more opportunities for you to put them back on that road to conversion.
Include Recent Articles to Website
Add a lot more links to your blog on your own homepage? Yes! Here’s why:
Blog posts that will appear on your homepage create brand authority even before your own web visitors click to read them. How? Your own blogs have killer head lines (duh) that tell individuals you’re an expert whether they browse the whole article or not. These people show that your brand is usually covering timely, relevant articles that matters to your clients.
And if someone does click away from your own landing page to read one? Even better. You’ve got awesome content and much more strategies in place on your blog to help convert them into leads .
Create Blogs Page
Now that we know why your weblogs page should be linked on your own landing page, let’s talk about what should look like.
There are many different ways you can approach your site layout. It should be consistent within design and theme with the rest of your website, but you can get creative about how you want to placement and highlight content to emphasize what’s most important for your brand.
Your optimal layout will depend on your industry and what exactly you want your website to help you accomplish. A B2B consulting company would likely want case studies displayed prominently on their blog page, while design firms would be more focused on including feature images to highlight past function.
Here are some blog layout best practices and illustrations to get you inspired.
Create Article Page Template
Customize your site theme to use a standard write-up page wireframe to make your site more engaging and motivate higher conversions.
The wireframe design ought to include a featured image and a strong call to action encouraging readers to take the next logical part of engaging with your brand. That will next step could be:
- Subscribing to your publication
- Starting a totally free trial
- Expressing your content on social media
- Downloading an e-book
- Visiting another page on your website
- Scheduling a consultation
- Reading another blog article
This “ wireframe” is certainly something I created using my limited powerpoint skills however it should be enough for a designer to create the main elements of a highly effective company blog:
Your blog classes or themes are key to strategic content organization. They’re important to help you stay on track and they also provide a guide for search engine algorithms looking to figure out exactly what value your content offers in order to its target audience.
We’ll talk more about what makes for great blog categories afterwards, but for now let’s just note that you should create all of them when you’re setting up your website. Think of categories like you would the sections of a traditional newspapers — news, sports, company, classifieds, etc .
These newspaper sections inform people where to go to get the kinds of articles they want to read, and your blog categories will do exactly the same for your readers. Ideally, you should create 4-6 blog groups to organize your content and generally assign an article to one group only.
Configure LINK to Custom
Custom URLs help your website rank better on SERPs and create a custom identification for each blog post rather than the day or a generic tag.
Instead of this:
You’ll get a URL which makes it clear to searchers plus search engines what your content is about:
To configure the right URL structure in your WordPress dashboard, go to Settings > Permalink Settings. Set your blog WEB ADDRESS structure to include the key phrase or category name along with the article title.
Create an RSS Newsletter
RSS means really simple syndication and means exactly what it says. It is an easy way to syndicate your articles and share it to other sites or tools — the email marketing platform.
It’s a bad idea to rely on your audience to come back aimed at your website frequently and check for brand new content (read: it won’t happen). Creating an REALLY SIMPLY SYNDICATION email newsletter ensures that your readers receive your newest content when it publishes and provides you an opportunity to also reveal other promotional messages or even CTAs.
It also gets people back to your site, keeps them engaged together with your brand, and encourages more social sharing.
You can use Mailchimp to set up your own RSS email newsletter in a few easy steps.
Publish Frequently and Consistently
It’s important to post on your blog both frequently (research has shown 2-4 situations per week yields the best results) and at consistent times (so your readers know when to expect new content). Publishing 11+ times per month has shown to create the most noticeable impact on content performance.
There are other factors that come in to play, though — most notably industry, audience, and organization size. Check out our deeper dive on blog post frequency here.
Reveal Articles via Social Media and Email
Social media marketing platforms alone are not enough to deliver business growth. However they are great platforms to share the information from your company blog.
If you’re not performing as your own best marketer, you’re missing out on big for you to expand your audience plus increase organic traffic. Discussing your blog posts on your social media feeds and to your e-mail list increases brand visibility, expands your reach, plus encourages others to share your articles, too.
Posting your content on these channels has a compounding effect that may yield significant results for your brand over time.
Components of a Great Blog
OK — you’ve got your blog set up. Now it’s time to think about how to make it awesome. Here are 7 things to incorporate into your blog to make it more organized, engaging, plus effective for you and your viewers.
Let’s start by going back to blog categories. Why are they so important? Mainly because they provide helpful information for everyone that uses your site — your consumer audience, search engines, and you as the publisher — for navigating your articles. Here’s why categories matter to each of these groups:
- Customers : Categories gives your content a clear organization structure that helps your audience quickly discover the content they’re looking for which is most relevant to them.
- Search engines : Well-organized blog content categories enables search engine algorithms to navigate your content efficiently, understand what every page is about, and rank your content accordingly.
- You : Weblog categories give your technique direction. They help you remain more intentional in your content creation, identify content gaps, and prevent the common pitfall of lopsided content (too much in some categories, not enough in others) or veering off training course into categories that don’t align with your strategy.
Dates plus Authors
Dates and blog authors may seem like insignificant additions, but they can be important to your target audience for a number of reasons. First, including dates shows your submitting frequency, which can play a role in drawing in subscribers.
Second, dates show that your content is timely and relevant. The world can be changing fast and so are the reality and statistics we use to support our content.
Including dates on your blog posts tells your market they can trust the information to become true at the time they’re reading it. Dates also issue to other brands and content creators who want to backlink your content in their articles.
And what about authors? Such as the author of your blog (and ideally a photo and brief bio somewhere on the page) builds trust with your readers.
It helps to demonstrate the author’s experience plus credentials related to the topic they are covering, and it’s okay if they aren’t an established professional or leader in their field. Just putting a name and face to your content material makes it more authentic and tells your audience it had been created with care by a actual person.
Learn more about how to find you are not selected authors for the website.
Visible content is an absolute must for every company blog. Statistics tell us that 90% of bloggers currently use images in their posts and blog articles with images get 94% a lot more views than those without. People also procedure images more quickly and totally than they do text content material.
Adding visuals to your blog posts breaks up text and makes your articles more digestible. Here’s our own guide on finding engaging images to include in your posts.
But don’t cease with images either — video is the fastest-growing plus most-preferred form of visual articles right now. It’s predicted that by next year it will make-up 82% of all internet traffic! Infographics are currently the most shared kind of the content (shared 3x more than any other type).
Get creative with your visual content! Search for different types of visual content that best support your topics, create your own visuals, and select engaging images and videos that make your articles more compelling.
There’s a reason your top-performing posts are performing therefore well — they’re resonating with your audience! Highlighting your own top posts on your weblog page drives more audience engagement on posts you know are already yielding results.
You can easily highlight your top posts using the WordPress “Popular Posts” plugin. Here is how:
Encourage Social Sharing
There are easy ways you can motivate your readers to share your content. You can also automate the process on your own and your team so that each blog post you publish has been shared on company and employee profiles.
To make content more shareable for your audience, use social sharing buttons on your weblog. I use the “Ultimate Social Icons and Share” plugin to do this. I also use the “Revive Old Post Pro” wordpress plugin to automatically retweet a few old posts every day to renew engagement and writing.
My team furthermore uses IFTTT (short of If This Then That) to share MIG posts on their LinkedIn pages.
These aren’t the only plugins plus tools out there for encouraging and automating social writing, but they have worked for our group. Do your research in WordPress along with other places to find what works right for you!
Check out this particular 20-point checklist including an infographic for creating the perfect blog post .
Opportunities to Catch Subscriptions
Excellent blogs contain several different strategies for capturing subscriptions. One of the easiest ways to do this is to have a sign-up form for the RSS email newsletter conspicuously displayed on your main blog page and every article web page.
Another way to capture contact information is with strong lead magnets like check-lists, ebooks, and PDF guides. CTAs throughout every write-up should also drive readers to consider specific action like subscribing to your newsletter, scheduling a totally free consultation, or downloading content — all of which would provide you with their email address.
Offers for Deeper Engagement
What else are you doing to engage deeper with your audience? Some brands offer free consultations. A lot of companies host video collection and webinars. Others keep in-person events at their own locations. Your lead magnets and other high-value digital articles count here, too.
Whatever your tactics for engaging with your market, they should be included on your blog so that your readers always know what next steps they should take.
You can share these types of offers through banner ads, with pop-ups, by smartly mentioning them within your content material, and of course by including them in your CTAs. Whatever you do, don’t miss the chance to maintain your blog audience engaged plus guide them to the next step in their customer journey .
Jumpstart Your Company’s Blog
If you’re a business proprietor, you probably don’t have a lot of time to create blog posts and manage your own blogging strategy. And, employing in-house staff may not fit into the budget. So , how can you generate an amazing business blog that attracts traffic, generates qualified prospects, and increases sales?
Outsource. What you can not do in-house, you can do with outsourcing. In fact , by partnering with professional content makers and strategists, you can build an even more impactful blog without having to go through the time-consuming and costly trial and error that often comes with nailing business blogging. Over 70 percent of brands delegate their content creation to specialized content agencies!
And, you’ll save money. Whenever you outsource, you can pay for the assistance you need and then scale up or down accordingly. You’re more agile and usually ready to pivot.