Opening an online journal is a good way to empower your brand A combination …and bring out professionalism. This also applies to entrepreneurial realities, which is why it is important to evaluate strategies for blog At least as far as the inbound marketing process is concerned.
It is clear that to activate these dynamics and to be found when people need you, the publication of informative articles is a step forward. Sure, you can do inbound marketing in a thousand ways but the corporate blog can make a difference in different sectors.
Especially in B2C, but not only. Just activate a domain, create a blog with WordPress and start writing? Seriously? Here are several essential steps to working as a content marketing professional. And define the boundaries of the best strategies for the corporate blog. This way you can reap the rewards of editorial activity. Where to start?
The Topic Of This Post
- 1 Evergreen content for the corporate blog
- 2 Update old content to position yourself
- 3 Create seasonal (non-repeating) content
- 4 Your best corporate blogging strategies
Evergreen contents for the corporate blog
This is one of the content marketing strategies I love. Often it is thought to be able to increase the visits of the blog thanks to the publication frequency. This is always an important factor (let’s see why later) but there is more to consider. You can maintain a level of visits to the site, profiled and in. Pillar article (or pillar content) is a very in-depth and long blog article that covers every aspect … and cornerstone content studied with painstaking care.
Does long content help rankings?
I’m talking about well-structured content based on fundamental themes. Do they have to belong? Well, posting long-form content can help rankings as Coschedule suggests which highlights the relationship between word count.
But that’s not the point: to position yourself with evergreen content you don’t have to think about the length of the post. Tackle topics that never go out of fashion, that remain pillars or cornerstones (here are the names of these publications) for your audience.
Writing content, in this sense, helps you earn good rankings on Google and maintain a constant source of traffic. Without forgetting inbound links and brand awareness that increase if the content manifests itself as an authoritative source for readers.
Update old content to position yourself
Do you ask me the best strategies for the corporate blog? Sorry, I 100% support the update technique. I have tripled the visits of my project since I decreased the publication frequency in favor of constant optimization of the old publications.
This happens because the blog is designed to have an archive always present on Google: the old publications do not disappear once the home page is abandoned but remain available to those who search. But what if the content is no longer suitable?
Poor user experience is combined with less than compelling results on Google. So good updating can make a difference. Ahrefs has released an interesting infographic.
The workflow summarizes the work that a professional (without improvising) can activate on his blog: if a content brings traffic, links, and positioning, it updates. Otherwise, it is deleted and a 301 redirect is made. This saves resources in terms of crawl budget and it draws the attention of the search engine to more interesting pages.
Please note: it is a job to do together with a good guy SEO The risk is to delete pages that are useful for SEO architecture and user experience.
Create seasonal (non-repeating) content
In the previous passages, I mentioned the pace, the frequency of publication. How to move in these cases? Who decides the number of posts per week? Among the best strategies for the corporate insurance blog, I include the one dedicated to planning not only posts for long-term positioning.
These bring in a steady stream of visits. You have to work on seasonal content as well. Namely, those who have an interest-only at certain times of the year.
Think, for example, of SEO tool promotions during the Black Friday period: you have a company that sells a similar service and you decide to push your offer on the company blog. Do you want to inform your readers of these possibilities? You have two solutions in front of you:
- Every year you create an article dedicated to the topic.
- Publish a single piece of content, undated.
The benefit of the second solution is simple: you don’t create duplicate content that keeps overlapping every year. Only the date will change but the search intent is pretty much similar.
I prefer to have a fixed page, undated in the URL to be updated as soon as the public interest in a topic grows. In these cases, the use of Google Trend is essential.
In confirmation of all this comes Mountain View. Google recommends using only one link for seasonal content: better to have a single page that improves and changes over time than an avalanche of identical posts that vary only by the date in the URL. This, however, must be included in your editorial calendar to optimize publications and harmonize old and new articles.
Your best corporate blogging strategies
What are, from your point of view, the essential activities to bring profiled traffic to the blog? It is not enough to write and publish to be at the forefront of your corporate diary: identifying the way forward is the first step, then you have to optimize the publications to move in tandem with the objectives. Do you follow these strategies for the corporate blog? Did you get good results?