How to Start a Blog for Your Company Website

Irene Chan
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Would you like to know how to start a blog for your company? Have you ever wondered why companies have a blog on their website? And what if your company has an existing website, do you still need a blog?

Before I share with you how to start a blog for your company website, let me first explain the difference between a blog and a website.

A blog contains a series of blog posts that are frequently updated. The most recent blog post will appear at the top of all the posts, like the way your smartphone receives incoming messages. Medium.com is an example of a site with a standalone blog.

As for a website, it contains information that is more static and doesn't require much maintenance. Jibiru.com illustrates such a site.

Why Do You Want to Know How to Start a Blog?

"Always start with why." That's what Simon Sinek, a global speaker and author believed. He explained that people won't buy into a product, service, movement, or idea until they understand the WHY behind it.

If you understand why you need to know how to start a blog for your company website, wouldn't you be better prepared in the long term?

But before you find out how to start a blog for your company website, Jim and Ricky, owners of an online business called IncomeSchool.com warns, "Blogging is a slow burn. It's not going to change your business overnight. But once you put in the work, you can expect to see some results one year from where you started."

Critical Data You Need to Know

1. Data from HubSpot showed companies with a blog have "55% more website visitors visiting their website, 97% more inbound links, 434% more indexed pages."

2. The DemandGen survey found that 71% of B2B (Business to Business) buyers read blog content before buying a company's products or services.

With these numbers showing what a company can gain from a blog, it's no wonder there are millions of websites with blogs on the internet.

Statista reported there are 488 million blogs in 2020, and that's only on Tumblr's platform. Hostingtribunal, a hosting review company, added, "There are 60 million blogs built on the WordPress platform." Considering only these two platforms, that's already a whopping 548 million blogs on the internet.

How Your Company Can Benefit from a Blog

Starting a blog is one way that helps you drive visitors to your company website without paying for the traffic. But here's the thing. You need to post valuable content on your company website regularly to get a regular, consistent flow of visitors.

As time goes by, search engines like Google will notice the increase of visitors to your company website and rank it higher. A website that ranks higher on search engines gives your company more authority. This positions your company as an expert in the market which your company operates.

Furthermore, with more of your articles posted on your company blog, Google will index your pages, driving more people to visit your site. 

If your blog contains valuable information, some of your audience members who have their own blog might want to link their posts to your blog posts. This would give you a chance to establish a relationship with them.

When all these website visitors are visiting your company website, you get more opportunities to convert them into your customers. How do you do that? You guide your website visitors to take action by placing a persuasive CTA (call-to-action) in your blog posts.

Think for a moment. With all the valuable content you are frequently providing on your company blog:

  1. Wouldn't your prospects be more likely to trust your company?

  2. In the event that your sales team contacts your leads, wouldn't your sales representative have a productive sales conversation?

  3. When it's time to buy your company's products or services, wouldn't your company be the one they approach?

And what would all this do for your company's business in the long run? A blog is one way to start generating more traffic to your website.

How to Start a Blog for Your Company in 7 Simple Steps

1. Add a "Blog" Feature to Your Existing Company Website

If you have an existing website, you'll need to add a blog, and it will become a subdirectory of your company website.

Let me show you an example. Using Copywriters.com, your company's blog will show as "https://copywriters.com/blog."

If your existing website uses a content management system (CMS) like WordPress, Wix, or Squarespace, then you shouldn't encounter any issues. That's because these platforms have the "blog" function built in.

But what if your existing website doesn't have a CMS? In this situation, a web developer will come in handy to help you select a CMS and integrate it into your existing company website.

2. Hire a Web Designer and a Web Developer with Different Roles to Play

For the design of the company blog, hire a web designer who can create a blog layout that's easy for your website visitors to navigate. Also, the web designer can help you to create a contemporary look for your blog.  

Once the design is ready, your web developer will need to integrate the design into your company website and maintain the CMS to support your blog. All the components on your company website should make it easy for your visitors to navigate. The experience for your website visitors should be seamless.  

After all, what you need is just a blog that has a simple design for the front and back end, and integrates well with your existing company site.

3. Select Topics to Write

The topics for your blog must be broad to allow your writers to write hundreds and thousands of blog posts around those topics. Yet, on the other hand, the subject for each blog post has to be specific to address the problems your target market is facing.

The blog posts need to project your company as the company with the best solutions to solve your market's problems. Picture yourself as a buyer for your products or services. What are the problems you're facing?  What kind of solutions are you looking for? What information do you need to help you in your search for an answer? These questions will guide the type of topics you can have on your company blog.

4. Perform Keyword Research and Search Engine Optimization

Based on Statista, there are 3.8 million searches conducted per minute on Google alone. How do you get your blog posts in front of your target audience?

That's where keywords come in.

Let's say you want to find out how to start a blog post for your company. You type in key phrases on Google like, "How to start a blog post." Google will pull data from its giant database to establish what you want to find out. Compared to the past, the results now displayed by Google need not match the exact words you typed in the search bar. Google's algorithm can show results that will match the intent of your search.

Thus, to have Google present your article, your blog post will need to contain the keywords your audience is searching for. You need to strategically insert those keywords you want to rank into your blog title, meta description, and various paragraphs of your blog post.

Meanwhile, your blog post still needs to provide solutions to the problems your audience is facing. Your blog is, after all, meant for your target audience. The key here is the right balance between having blog posts for your target audience and search engines.

5. Plan Your Blog Strategies

What are your blog strategies for your company website?  How many articles and how many words per article do you intend to post per month on your blog?  Who would write those articles for you? These are some of the crucial questions you need to consider.

Companies that publish at least 16 blog posts per month secured 4.5 times more leads than those with four or fewer posts per month. Furthermore, on average, mid-sized companies have at least two full-time employees and more than ten contractors working on their blog.

Remember, your company blog is one of the most important pieces of real estate on your entire company website. Your blog posts can either make your blog a success or a failure.  Also, your blog could be the first exposure your site visitors have to your company. Make those impressions count.  

But no matter who does the writing for your blog, your blog content needs to be compelling, and it needs to bring value to your market. It needs to be consistent and maintain the same standard in the long run to keep your prospects engaged. By doing this, your audience will look forward to reading the posts you publish.

6. Hire an Editor Who Orchestrates Behind the Scenes for Your Blog Success

Imagine this. You're sitting in front of an orchestra and getting ready to watch it perform.  When the performance begins, everyone is playing their musical instruments all at once. The conductor is missing, and every performer is playing the musical instruments at their whim.

How does this performance sound and look like to you?  Wouldn't you want to find the first exit and run out of the theater? That's how your website visitors feel if there's no editor to oversee the entire process.

Those who wonder how to start a blog may not put enough emphasis on details like these. For instance, there won't be a uniform voice to your blog posts. The published articles might not address the needs of your readers. On some days, there are too many posts published in a day, while on some days, your blog has no new posts at all.

To prevent this from happening to your company blog, consider getting an editor to perform these roles to contribute towards the success of your blog:

  1. Manage the editorial calendar.

  2. Select images appropriate for the blog posts.

  3. Edit articles.

  4. Approve and publish blog posts.

7. Launch Your Blog and Spread the Word

The final step for how to start a blog is getting the word out. Write 20 to 30 blog posts and have them ready to be posted before your blog goes live. These articles will allow your company to share more information with your readers right from the start. And that will give your visitors the impression that this blog is not new and already has lots of information of value to them.

But your work is not yet complete. You've spent so much effort in getting the blog set up and the articles published on your company website. Wouldn't you want your blog to be visited and read by as many people from your target market as possible?

Start sharing your company blog. Market it to your target market. Ultimately, you want to convert those readers into your customers.

Summary

You need to know the reason for starting a blog for your company website. Once you discover how your company can profit from a blog, you can then start a blog for your company website.

Here are the seven simple steps on how to start a blog:

  1. Add a "blog" functionality to your existing website.

  2. Hire a web developer and a web designer.

  3. Select topics to write.

  4. Conduct keyword research and search engine optimization.

  5. Plan your blog strategies.

  6. Hire an editor.

  7. Launch your blog and spread the word.

Do you need help on how to start a blog? Would you like your blog posts all done for you like clockwork? Contact copwyriters.com to find out how we can help you get more leads and turn those leads into your customers.

Irene Chan

Are you looking for sales copies that convert your targeted audience into your customers? And to have optimized content loved by your market and Google? If this is what you want from your copywriter, Irene is here to help. She'll help you YOU generate more sales, more revenue, more business.

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