The importance of a blogging strategy

        I’m sure by now you noticed that Atum is a frequent blogger. On average, we make sure to post about a blog per week covering hosting news, technology news, what’s going on with us or some marketing tips. There is much value in “corporate blogging” because it not only allows to engage your audience and offers value to your website visitors, but it also works in your favour of increasing search engine optimization and traffic to your website.

        It’s important to create and maintain an engaging blog, as well as use tools to monitor what’s being said in the industry about you and your competitors. Writing your own content is irreplaceable; however, you also need to know what else is going on so you can read and respond to the conversation taking place across the web.

        Make sure the content you present is relevant. If you post irrelevant posts, your blog will likely be poorly read and will not be found by search engines. You need to make an impact. Don’t strive to achieve quick awareness but to maintain long term relevancy and develop connections with your clients and prospects. What currently interests your target audience? Find out through the monitoring tools and then cater your blog topics to them. If your target audience trusts you and what you’re saying, you have a certain level of credibility that paid advertisers can never achieve. Therefore, you’re able to use your authority to your own advantage while still remaining helpful. And remember, don’t abuse it. It can be lost much quicker than it is gained. Your commitment to the community through listening and responding is crucial to proper engagement.

        Here’s how you can use your corporate blogging strategy for success:

        1.     Where are people talking?

        Use social media monitoring to find out where conversation is happening about your brand (and your competitors!).  What are people saying? By responding and proving that you are indeed listening, you will create relationships. Even if the conversation is not about you, but about your competitors, you are still able to tactfully contribute to the conversation. But be careful, make sure you know the social media etiquette.

        2. Who is talking?  

        It’s great already talking to your fans and followers, but you must also attempt to engage those who may not necessarily have a connection your brand already. What do people dislike about your brand? Take those areas into consideration and learn how you can improve your business. If someone calls you out, address those issues openly and let them know – you’re working on it. They’re much more likely to view you as human and develop a connection with you then. Also, make sure you create true brand ambassadors and on’t forget to offer your key influencers special promotions or give them some sort of special treatment.

        3. Give your blog a face lift

        Analyze your blog and make sure that it’s up to date, fun to read and that it truly speaks to your audience. Also make sure that your blog is fully integrated with your social media. Whenever you post a new blog, make sure it reaches all across your other social media platforms. This will only initiate more room for social engagement.

        4. It takes time

        Although blogging and community engagement is not the most expensive avenue in marketing, it’s definitely time consuming (hi community managers!) If you’re new to this, take it one step a time and create objectives and strategy. What are you trying to achieve? Who are you trying to talk to? Realize developing followers of your blog and ranking for SEO because of your blog doesn’t happen overnight so don’t get frustrated.

        5. Avoid making mistakes

        If you commit to something, don’t back out. Make sure you post regularly, engage, cross post and respond to comments. Don’t post “filler posts” just because you feel there’s nothing you want to write. This will only damage your credibility.

        Good luck everyone.

        Happy blogging!


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