How to Setup a Corporate Blog: 8 Rules to Making Your Blog Successful


You have a business, you see other people
out there blogging within your space, so what do you want to do? You want to blog, right? That’s the natural thing. Hey everyone, I’m Neil Patel, and today, I’m
going to teach you how to set up your corporate blog correctly. The first thing you need to do is figuring
out what you want to blog about. It’s not just about blogging about your product
or service. If you do that, no one’s really going to read
your blog. But if you write about the problems that your
ideal customer’s facing and how they can solve those problems, and some of it may be around
your product, that’s fine, people will then read your blog. It’s not about you, it’s about helping people. That’s the first thing you need to know about
blogging. The second thing is the URL. So whatever your blog is, you want to use
WordPress and you want to set it up as yourdomain.com/blog. The reason you want to this over a subdomain,
is subdirectories rank better than subdomains. Search engines like Google treat subdomains
almost like a separate site. If your main site is already doing somewhat
well, your blog is going to do better quicker just because it’s a subdirectory versus a
subdomain. The next thing you need to do, once it’s set
up, is you need to figure out who’s the voice of the blog. Is it going to be many people? Is it going to be one person? Well, whoever it is, they should have their
bio on the site. Just because you’re a brand it doesn’t mean
that the person who’s writing the post shouldn’t have their photo within the blog post, and
a little snippet that talks about themselves, as well as maybe even a link to their Twitter
or Facebook profile. You should showcase their photo and one or
two lines explaining who they are and what they do within the company. Now that you have your staff writers, and
yeah, you can do one or you can do many. If you do many, that’s fine, just use different
authors. You can set them up within WordPress, it’s
really simple. Within the users profile tab you can just
continually add authors. Put in a username, put in an email for that
person and then, they’ll get notified that they have a WordPress account, and they can
go in and then just start writing. From there, you should create a rubric on
what people should do when they’re writing their content, right? It’s a template. In essence, you need to give these writers
rules. If you don’t give them rules, you’re going
to have people writing all different kind of things. The first rule that you should create is,
the content you create should benefit the readers. If it doesn’t benefit the readers there’s
no point in blogging. Number two, they need to write in a tone using
the words you and I. In essence, it’s a conversational tone. When you’re reading text, you don’t want it
boring and monotone like this. You want it conversational where I’m talking
to you and you’re responding back to me, and we have a conversation going. By using the words you and I within your blog
post, you’ll get that. You also want to use subheadings. By using subheadings it makes your post easier
to skim. You also want to make sure that your paragraphs
aren’t more than five or six lines, that way, people can digest the information really easily. You also want to wrap up everyone of your
posts with a conclusion. At the end of the conclusion, you want to
write a question. By writing a question or asking a question
more so, it’ll encourage people to respond, write comments. When they write comments, you want to respond
or the person who wrote that post needs to respond to each and every single person. Why? The last thing you want is someone asking
your business a question and then you guys ignoring them. That would be rude. You don’t want to do that. Make sure you respond to everyone. If you do that and you cross-link within your
blog posts, so if you write a blog post on SEO and another one on online marketing, make
sure you cross-link them within the text. As you do that, the post will get found and
you have your corporate blog. Give it time, six to 12 months, you’ll start
getting results. Again, you have to be patient. When I started my blog at NeilPatel.com in
January 2015, I had roughly 9,000 visitors a month from Google. In January 2016, it went up to 88,000. In January 2017, it went to over 400,000. But that just shows it’s a long-term play. When you’re creating your corporate blog,
you have to crank out a lot of content. Ideally, three posts per week. If you do one, it’s not going to be too effective. One at minimum, but don’t do one every two
weeks or anything like that. It has to be at least one a week, if not,
three times a week, and you don’t need to do more than seven times a week. The moment you get over seven times a week,
that’s just too much content. Start off slow, and then increase from there.

Author: Kevin Mason

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