While there are no rules on how many blogs a company should have, some experts believe that more than one blog is optimal. With each blog you can focus on one core message for a target audience or segment of your business and this can help to create more avenues into your site while giving each one more precise focus.
Although it takes more work to keep two or more company blogs active, the results can really pay off. If executed properly, a network of blogs can help to unify all the segments of your company and create new marketing opportunities and more ‘routes to market’. At the same time, having multiple blogs gives your business more resiliency as you won’t be relying entirely on a single site and it allows you to be more experimental in your content marketing strategy as a result.
For search engine ranking it can be advantageous to have niche blogs instead of one general company blog. Each individual blog should cater to a particular community or subject. For example, there could be a blog devoted to product descriptions and tutorials, another blog about industry news and a third blog discussing customer success stories. Each blog works separately but also supports a company’s strategic plan for content marketing. Crucially, it also ensures that the content being added to the site remains interesting and relevant to your readers. Put too much company news on a general blog and you’re going to lose the attention of readers who were there for tips or inspiring stories.
A final benefit of multiple company blogs is cross promotion. With a small network of blogs, you can easily attract new visitors to your business and you have multiple ‘attempts’ at reeling in customers. By placing links on each blog in the network, you can then drive traffic to the other blogs which can benefit the whole. Note, however, that it’s advisable to proceed with caution here as ‘blog networks’ can be seen as a black hat SEO strategy that might risk getting your site penalized by Google. When used correctly though, multiple blogs can work like a series of turbines lifting a large airship into the sky through their combined power.
The Main Types of Company Blogs
But what type of blogs should you be using for your business? Here are some examples of different kinds of blog you can make use of:
Companies that are in-tune with their customers know that different products and services appeal to different people. By addressing those concerns in a niche blog, you establish your knowledge and expertise in that niche while also building trust in your company’s products and services. For example, if you niche is information security, small businesses and entrepreneurs have different needs than an international corporation. Each company type may use different versions of the same products and have different concerns about security. A blog for each targeted area helps you to offer the information and news that relates to the small company and to the large corporation.
Another idea is to have a blog for your employees. Some companies like to keep their staff informed about what is going on in the company. New hires, new policies, or new partnerships are of interest to employees. A blog just for employees might improve loyalty and morale. Letting all your employees know the company goals and milestones throughout the year and what they mean for the future of the company may get employees to see themselves as a crucial part of growth and success of the company. This may in turn lead them to work harder and offer ideas that can benefit the company. At the very least, an employee blog makes staff members feel less isolated and clueless about the company they work for.
Another idea is to create a blog for your vendors. The business-to-business (B2B) companies that provide the supplies and services your company needs to remain operational want to keep you as a customer. By giving vendors a blog, it keeps them abreast of how their services and products are used in your company. The blog would also tell vendors about the future plans of the company. Knowing this information helps to cement the relationship between your company and the individual vendors, and may also lead to discounts that can lower overall expenses.
As part of a concrete content marketing strategy, it may be a good idea to create a blog not directly related to your business but rather aimed at the larger industry/niche. This should be a site that provides value to your demographic in the form of information, tips and advice. You can then use this to establish your brand as an authority in the field and to help boost the prominence of your other sites. Remember that a company blog will be somewhat difficult to create highly shareable content for – by creating a site that is less aimed at direct sales you will create more opportunities for promotion.
How to Set Up Multiple Blogs
The main challenge of multiple blogs is maintaining a steady supply of fresh and relevant content each week. Another issue with having multiple blogs is that it takes time to develop each blog and establish a committed readership. Although you can start several blogs at the same time, this requires a large financial investment, a team of bloggers, editors, and designers and a manager to oversee everything. It’s often better to start with one blog before adding more. This way you can also use the success of your existing blogs to launch your new additions.
There are companies that jumpstart a blog network by hiring/buying bloggers who already have a blog and a following. In some cases, a company buys the blog and rebrands it as a company blog. This is actually the fastest way to have a company blog that people want to read and makes it possible to transform the blog’s readers into customers for your company’s products or services. Just make sure to handle this transition in a way that doesn’t alienate the existing readership.
By hiring experienced bloggers, most of the work is already done for you. Bloggers with a robust following know how to find topics to write about, how to craft attention-getting headlines and how to promote every post. Even if you don’t want to buy the blog, you can hire the blogger to create guest posts on a regular basis.
With each blog your company manages, you have many options in how you get content. You can have one blogger do all the writing for a blog. This creates a unified voice for the blog. However, burnout can be a problem for writers forced to maintain a high output on a weekly basis.
Some company blogs use multiple writers. This allows for diverse voices and a broader spectrum of opinions. With different contributors for each blog, you can also have more posts on a daily or weekly basis. Multiple writers share the workload so high quality posts are delivered every time. By publishing several blog posts a week, your company is sure to have something that will appeal to every reader and keep them engaged. Just make sure you strive to keep your writers on-message.
Another option for acquiring content for multiple blogs is to outsource the work to a content creation firm. These B2B companies hire hundreds of writers in various specialties. By placing an order with the firm, you get a vetted writer for your blog post. You can also request that writers pitch ideas for blog posts. A content creation firm streamlines the process of hiring writers and can be used either for occasional posts or for the entirety of your content.
An increasing number of companies now use multiple blogs as a way to market their products and services. It’s an effective strategy that allows you to leverage the power of content marketing to the greatest degree possible. That said, you do need to consider the potential downsides and take a measured approach – be sure to develop a proper strategy before diving in with both feet!