14 min read

What Is the Purpose of a Company Blog?

Creating and establishing an online presence for your business and brand is not always easy, especially if you are currently entering a market or industry that is rife with competition. In order to truly set your business apart from the crowd, consider working on cultivating a popular online presence and your very own company blog.

Purpose of Blogging

What is blogging and how can it benefit your website? Blogging is the digital version of writing in a handwritten journal each day. Keeping a blog can help you to track daily events, memories, and even various discoveries you have found online or outside in the real world. Individuals use blogs as a replacement of traditional journals while also providing others the opportunity to learn more about the world they experience each day.

Most often, blogs are publicly available and may cover a wide range of topics. When an individual starts a blog of their own, they may focus on various home improvement projects they have accomplished around the house, recipes they have experimented with, or even memories and events with their family members, friends, and loved ones. Personal blogging can be extremely therapeutic and can provide the blogger with a new tool to better communicate with others while staying connected to the ones that mean the most to them.

Blogging for a company is a bit different, as there are often specific goals or purposes for each new blog and piece of content that has been created, uploaded, and shared online. When you know what is a blog, you can create an online presence that truly reflects your business and brand’s ideals.

Purpose of a Blog Site

Having a blog site can help you to stay better connected with your family and friends if you are doing so for personal reasons. Having a blog for your company and brand, however, can open more doors for new opportunities and networking when done right. Understanding the purpose of blogging and the purpose of blog sites can help with crafting your very own.

Using a blog for your business is a great way to show your users, online visitors, and even your prospective customers that you care about the products, services, content, and information you are sharing. Your blog can become a great source of reputable and trustworthy information, which will ultimately drive more users to your website while garnering the trust of your online followers, customers, and prospective clients.

A blog can also help you to gauge the overall interests of your visitors and online followers based on the type of content you are covering as well as the topics you are writing about and sharing information about each day.

Benefits of Blogging

Blogging for your business provides numerous benefits and advantages, especially over other brands and companies that do not currently have a company blog of their own. Some of the most notable advantages of blogging for your business include:

  • Establish Your Reputation Quicker: Simultaneously launching an official website alongside a company blog is a great way to establish your reputation online much faster than without a blog or online presence at all. A corporate website that includes a robust and fleshed-out company blog section has a much better chance at garnering the trust of its visitors and prospective customers, ultimately leading to a higher ROI and more sales.

FACT: Companies that do moderate blog posting between 1-2 times per month have 67% more sales opportunities than companies that do not blog. (Source: InsideView)

  • Boost Your Website’s SEO: Boosting your website’s SEO, or search engine optimization, is a way to ensure your website appears within top search engines such as Google, DuckDuckGo, Yahoo!, and Bing. Creating useful, unique, and relevant content for your visitors and prospective customers with the use of a company blog is one of the fastest methods of getting your website’s URL to appear within top search engine results.

FACT: Small businesses that blog get 126% more lead growth than small businesses that do not blog. (Source: ThinkCreative)

  • Set Yourself Up as an Authoritative Source of Information: By providing your visitors and prospective customers with useful, interesting, unique, and fresh content, you can set your company’s website and blog up as an authoritative source of information. Users who are seeking a new product, service, or even specific information are much more likely to trust a business or brand with an official company blog.

FACT: 81% of U.S. online consumers trust information and advice from blogs. (Source: BlogHer)

  • Encourage Engagement and Interaction: Using a company blog is another way to encourage engagement and interaction, especially if you create posts that are exciting, promotional, or even those that include contests and giveaways. The more interactions and engagements your official blog and website receive, the easier it will be to get your URL to appear within top search engine results, leading to additional clientele, online followers, and sales. Additionally, the more engagement and interaction your company blogs receive, the easier it will be to gain trust from others who are searching for reviews, testimonials, and proof that your business is legitimate and trustworthy before making a purchase themselves.

FACT: Brand engagement rises by 28% when consumers are exposed to both professional content and user-generated product video. (Source: comScore)

  • Increase Social Media Shares: Company blogs can be optimal sources of social interaction and engagement, which is ideal for any business with a social media presence. Increasing the number of shares your blog posts receive on social media can help your business to appear quicker within search results in both social media platforms as well as top search engines. Implementing automatic share buttons or plugins can significantly increase the amount of engagement your website and company blog receives regularly.

FACT: 23% of total Internet usage time is devoted to social networks or blogs. (Source: Dream Systems Media)

  • Incentivize Users to Revisit in the Future: When online visitors view your website and official company blog as useful, informative, and extremely relevant, they will be more inclined to revisit your website in the future or follow your brand using social media or an email newsletter you have launched. Corporate websites that are lacking a company blog may find it difficult to maintain the interest of visitors, even if the product they are promoting and attempting to sell is of high-quality and currently in-demand.

FACT: Among those who use email marketing, companies that blog get twice as much traffic from their email than those who don’t. (Source: HubSpot)

How Does a Blog Directly Impact Sales of a Company?

Blogging can directly and significantly impact the overall sales you are able to generate as a company, especially if you are a web-based business or brand. Knowing how a blog directly impacts sales of a company is extremely beneficial when creating a company blog strategy of your own. Companies that do not currently have a company or business blog in place will likely struggle to gain the trust and interest of new prospective customers, even if they have a genuine interest in the products or services you promote and have to offer.

Building and garnering trust from online visitors and prospective customers is key to truly establishing your company and business as reputable and trustworthy. With thousands of new online eCommerce stores and brands popping up around the world each day and with the skyrocketing number of hacking attempts and online theft reports, finding businesses that are trustworthy is essential whenever an individual is shopping online today.

Why Your Company Needs a Blog

With over 152 million blogs online and 77% of online users admitting to reading blogs regularly, it is no wonder that so many businesses and brands are choosing to start their very own company blogs. Knowing why your company needs a blog is essential whether you are a small mom & pop shop or a growing corporation. Hosting your own company blog is a great way to branch out from solely selling products and services.

Launching an official company blog for your business is a way for you to expand your brand’s reach and overall purpose. A traditional business that is only interested in generating sales, but not interested in developing and cultivating relationships with customers may choose to opt-out of having their own company blog. However, this can prove to be a fatal mistake for the business, especially if relevant competitors have a company blog and online presence that appears more friendly, welcoming, professional, and trustworthy.

Blog Marketing Strategy

Once you have made the decision to create a company blog of your own, you will need to devise a blog marketing strategy that is likely to work for you and the market or industry you represent. Devising a blog marketing strategy before you jump into creating and sharing content can help to prevent overspending on digital marketing ads while also providing you with valuable and necessary insight into your own target audience and demographics before you begin.

Consider Your Target Market

Before you begin creating content for your company’s official blog, it is important to consider your target market and the audience you intend to reach. Ask yourself the following questions before you begin brainstorming content topics and subject matter that is most useful and appropriate for your audience:

  • Who am I targeting? What age range, gender, and location am I interested in appealing to most, and why? Am I willing to expand my target audience in the future? How will I track who is reading my company blog and why they are doing so? With the Diib custom dashboard, learning all about your audience is easy and straightforward.
  • What type of interests and hobbies does my audience have in common with one another? How can I use these interests or hobbies to my own advantage with my company blog’s content?
  • How do I intend to reach users who are not currently reading my blog or those who do not know my company exists? How will I gain the trust of users to rely on me for the products or services I provide?

Finding the answers to these questions can seem like a daunting task, however, there are sites, like Diib.com, whose sole purpose is to answer those questions for you. They also give you actionable steps to improve your overall website experience and blog interaction. Take a look at the Diib User Dashboard.

What Is the Purpose of a Company Blog?

If you’ll notice on the left under alerts, you can find valuable information on your users. When they most utilize social media and their demographics. This will allow you to better understand how to write your blog posts and what keywords to target. You can even sync your Diib dashboard with your Google My Business profile to give you an even larger overview of your website, blog and social media health.

Define Your Company Blog’s Purpose

Whenever you are creating a blog for a business or brand, it is also equally as important to define your company blog’s purpose as it is to learn more about the target audience and demographics you want to reach. Without a purpose for your company blog, your content may appear strange, out of place, or simply irrelevant, depending on who is visiting your website and browsing it to learn more about your business.

When you are in the process of building your company blog, consider the following:

  • Why will readers be interested in my company blog?
  • What type of content will I be creating for my company blog? Is the content relevant to a customer’s wants and needs? Will my content include DIY tips and guides, or simply the latest news in the market or industry I represent? For example, take a look at this great blog that gives customers the product research they are looking for, right on their own website rather than sending them elsewhere.

What Is the Purpose of a Company Blog?

  • How will I encourage and motivate readers to engage with my content, share it, and interact with it?
  • Is there a specific voice I will be using to share my messages and to deliver the content I intend to craft for my company blog? If so, why? What voice is best for my business and brand and most likely to resonate with the audience I want to reach? Check out this Playstation blog, they know how to target the gaming crowd!

What Is the Purpose of a Company Blog?

  • Is there a way I can improve on the overall presentation of the content I intend to create? Will I be using professional or licensed photography with each new blog I publish? What graphics and imagery are likely to resonate best with my audience and result in conversions and a higher ROI? For instance, if you are writing a recipe design blog, be sure and include high quality pictures. See the example below.

What Is the Purpose of a Company Blog?

Looks good enough to eat, doesn’t it? That’s the point.

  • How will I keep track of my blog posts and the content which is performing the best? Will I be tracking the results of content on my own, or with the help of a digital marketing agency or specialist?

Keep Up With Trends

Keeping up with the latest trends, keywords, phrases, and hashtags that are most relevant to your company’s own industry is imperative when developing an online marketing strategy and launching an official business blog. Use tools such as Google Trends to research well-known phrases and keywords that are most relevant to your business and the type of consumers you intend to target. Tracking the trends of keywords and phrases can help you when brainstorming new content ideas or new ways of reaching your intended audience with the use of your website or social media pages. There are digital marketing companies, like Diib.com, who provide premier analytical software designed to make sorting through the thousands of relevant keywords simple. Check out this user dashboard.

What Is the Purpose of a Company Blog?

Create a Content Marketing Calendar and Schedule

Creating a content marketing calendar and regular schedule is also imperative, whether you intend to publish content daily, weekly, bi-weekly, or even monthly. Having a content calendar and schedule in place will prevent you from missing out on opportunities to connect with users and prospective customers while also causing current followed to lose interest in your business and brand altogether.

Use content calendar tools and solutions online to get started with the planning of your company blog. Going too long between social media posts and blog updates can cause your website to drop down within search results as well as within social media feeds. If you currently have a following on social media but you are not regularly updating your page or posting new content, your brand’s page and posts may not appear in your next update, causing you to miss out on potential opportunities for garnering new followers, sharing your content, and generating sales.

While it is highly advisable to keep a digital content calendar at all times, it is important not to spam or flood the feeds of your followers and readers. Striking just the right balance of content is extremely important and should be gauged based on the data you receive with each new blog or digital marketing campaign you launch for your business. Here are some examples of a template from Convince and Convert, or simply make your own in Google Sheets.

What Is the Purpose of a Company Blog?

Outsource for Regular Content

One way to ensure that you keep up with your company blog’s overall performance is to outsource for regular content. Regularly crafting content and generating new ideas for your business blog can quickly become tedious and overwhelming, especially if you are not familiar with copywriting, blogging, or communicating about your business regularly to your customers and online visitors.

Choosing to outsource for regular and consistent content can also provide you with more time to focus on building and expanding other areas of your business. With the right copywriters, editors, and bloggers by your side, you can establish your company’s reputation and professional image without losing sight of other goals that require focus and attention.

A/B Testing and Tracking

The importance of A/B testing and real-time tracking and monitoring cannot be underestimated, especially when it comes to building an online presence for a business or brand. Using testing and tracking tools such as Google Trends as well as Google Analytics can provide you with valuable insight into your users online as well as your regular readers and subscribers.

Use A/B testing and tracking tools to determine which type of messaging, content, and overall subject lines or headers are most likely to garner the responses you desire. Use A/B testing and tracking solutions to learn more about which methods of communications are likely to result in increased engagement, interactions, and ultimately, sales and revenue.

A/B Testing: In digital marketing, A/B testing is the process of showing two versions of the same web page to different segments of website visitors at the same time, and then comparing which version improves website conversions.

Engage

Engaging and interacting with your social media followers as well as the readers of your blog is a great way to establish yourself while also presenting yourself as a professional leader in your industry. Encourage comments, questions, and inquiries, and be sure to respond in a timely and professional manner at all times. Look at the way Disqus provides a comment section to interact with readers.

What Is the Purpose of a Company Blog?

Understanding the significant role that a company blog can play for your own business and brand can help you to craft a working blogging strategy that results in increased engagement, more visitors, and ultimately, referrals and sales for your company itself. Once you become familiar with running your very own company blog and crafting content that is relevant, interesting, and engaging, you can solidify your brand as an authoritative source online in just about any market or industry.

Use Diib® To Grow Traffic To Your Company Blog

Your diib® dashboard will give you key insights into your audiences, keyword success, overall traffic, social media and blog health. We work with thousands of businesses from all over the world and have developed the highest ranked SEO and analytics tools in the industry. If you want to find new keywords to rank for or improve current rankings, your diib dashboard will help you with the placement of your company blog.

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Daniel Urmann

Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.

0 thoughts on “What Is the Purpose of a Company Blog?

  • One thing I would add is I think having a marketing company or agency handle the company blog or just paying a few dollars a month is a waste. I am in real estate and we used to outsource our company blog and the posts were not great. We now have our newer agents do this and the blog posts actually contain relevant local real estate news rather than stuff like “Happy halloween, here are 3 tips to help you get a great costume.” I’m serious, they would post stuff like this. Take the time and do this right it is your company’s voice and needs to be authentic.

  • Dirk Winters says:

    I’ve found this never gets done unless someone has a schedule and responsibility for it. I took over management of a pretty large food distribution center in Chicago and my wife pointed out one day that our latest “company blog” was written years ago and was outdated. It also ranked #3 when you typed in our company name! I looked around the company and found one of the office staff that was a really good writer and we set up a formal schedule for posting on the blog, outlined the types of topics we wanted to talk about etc and let them run with it. Flash forward two years. In Jan of 2020 our company blog actually generates more traffic than social media! We rank for tons of local high value terms. I think one thing we learned recently was it is key to not just have a great blog but make sure everything you post is geared towards a goal – we have a very prominent “contact us” form on every article we post now and we get a lot of very valuable leads through it. Good luck – I probably rambled a bit here but hope it helps someone.

  • Fantastic blog! Do you have any suggestions for aspiring
    writers? I’m planning to start my own website soon but I’m a little lost on everything.
    Would you recommend starting with a free platform like WordPress or go for a paid option? There are so many choices
    out there that I’m completely confused ..
    Any ideas? Many thanks!

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