7 steps to create a corporate blog

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Providing value to the company, increasing organic traffic and increasing the conversion rate are some of the benefits that a corporate blog can generate. Creating one can be an excellent choice, but it is necessary to plan first in order to avoid making mistakes that could jeopardize its effectiveness . We recommend some actions:

1. Define the objectives and the target audience :

Knowing who we are targeting, understanding their needs why choose our service and knowing what their perception is of the brand is a fundamental step in connecting it with the consumer. It is just as important as establishing realistic and measurable objectives.

Steps to create a corporate blog
CC Image: Photoroyalty – Freepik
2. Choose the domain name and hire a hosting service :

If you don't have a corporate website yet, you need to choose a name that ideally represents your product or service. You also need to make sure you choose the right extension. That is, if you are only interested in operating in Chile, a “.cl” would be a good option; but if you are looking for other markets, a “.com” extension will be perfect.

Then, to host your corporate blog virtually , monitor the companies that provide hosting services, and hire the one that best meets your needs. Make sure it has a local server, that it provides 24/7 technical support, that it has security protocols and information backup, that it guarantees over 99.5% Uptime or time where the server works uninterruptedly, etc. This way you will avoid problems that could affect web positioning and traffic to your site.


CC Image: GraphiqaStock – Freepik
3. Decide which design is most suitable :

It is important that, when using templates or custom designs, the blog is not only visually attractive, but also highly functional. There must be good use of white space, a choice of colors that do not bother the visitor, and there cannot be elements that slow down reading or navigation. And, of course, it is essential that it be a mobile-friendly design.


CC Image: Photoroyalty – Freepik
4. Make an editorial calendar with the topics to be discussed :

Obviously, there are topics that will arise with the contingency, but there are also others that you can schedule ahead of time; for example, with a calendar with the planning for the next two months. The idea is to have frequent publications, to continuously deliver fresh content, gain visibility, and not lose the attention and preference of the public.


CC Image: GraphiqaStock – Freepik
5. Establish how the content will be promoted :

Social media is an excellent ally, and it is therefore important that the corporate blog is connected to the accounts so that readers can also directly share the article on the platform of their choice. In addition, you can choose to sponsor a post within the network's timeline, thus directing it to a more segmented audience.

And don't forget about Email Marketing, an email addressed to the right person is also an excellent opportunity for dissemination.


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6. Define the metrics that will be considered to measure the effectiveness of the blog :

There are several elements you need to consider in this item, related to traffic sources, content effectiveness, and readership. As suggested by the blog of the analytics site, Amplifr , the recommendation is to measure the average time spent on the page, the number of email subscribers, the total number of page views, and the number of unique visitors. You can also analyze organic and social traffic, and the best-positioned keywords.


CC Image: Photoroyalty – Freepik
7. Assign team roles :

Define who will be in charge of writing, editing, promoting and analyzing the content. This group must have knowledge of SEO, Google Analytics , Facebook Ads, Google AdWords and everything related to Digital Marketing .