Having a corporate blog has become essential when creating a digital strategy for your brand or business, as it is a tool that allows you to interact and connect with your audience.

Having a blog is very beneficial when it comes to communicating specific topics to the public. Its success is tied to the organization and management of the content pillars that the company builds as part of its strategy.

In this article, we will explain the main fundamentals of a blog, how it is structured for businesses, how they use them, the advantages, disadvantages, and benefits of managing one, and what its main characteristics are.

First, what is a blog and what is it for?

It is a website used to publish content periodically to achieve specific objectives. This type of publication is commonly referred to as “articles” or “posts.”

The type of content typically published on a blog includes opinions, ideas, personal information, data related to the company’s work, personal experiences, etc.

Differences between a Blog and a Corporate Blog

The difference is that a regular blog can be a diary, a day-to-day journal, short stories, etc. Those were the initial intentions when blogs were created, but over the years, it transformed and began to shift towards being more commercial.

It wasn’t until the need to communicate trust through blogs arose, and this is when businesses started using them with the goal of building trust and establishing a long-lasting relationship. This is achieved by providing information about the company itself or sharing useful knowledge with the target audience.

Within this category of blogs, there are other subcategories, such as promotional blogs (promoting products and services) or brand blogs (general information about the company).

The functions of a blog are closely tied to the objectives that the company has set from the beginning. However, here are some of the main uses of a blog for a company:

Generate traffic to the corporate website

There comes a moment when you look at your corporate website and wonder, “Why don’t I have any visitors? Am I doing something wrong?” Having a blog allows you to get more keywords that contribute to your website’s SEO.

Generate trust around the products or services you offer:

By creating a blog, you can talk about the services you offer in detail, how the company works with customers, what the monthly process is, and what feedback the company receives. This is from the service side.

On the other hand, when it comes to products, the blog usually discusses the product description, the purpose of each feature, and sometimes compares different models and brands, mentioning the pros and cons of each product.

It also highlights the price, often referred to as:

Better quality and price on the market

This phrase is often mentioned in the world of technology, especially smartphones and computers.

Example of a blog that generates trust through its articles:

A clear example is Xataca, a Spanish blog dedicated to the world of technology. They make money from their blog by providing reviews of the latest products released by the most recognized tech brands.

Getting Leads

A blog is a great way to capture new leads by including forms that collect personal and contact information. In some cases, users tend to leave the page after providing this information without receiving anything in return, but with a blog, this can change. You can offer a free subscription or some digital resource.

SEO Strategies:

Having a blog for an SEO strategy is an economical alternative to reach your audience and understand your target better.

A blog is well-indexed by search engines, typically offering short- and medium-term indexing and ranking. That’s why it’s recommended to keep blog content regularly updated. A blog can generate content naturally with the help of interesting articles and audiovisual content that add value to the company’s main page.

Google indexes blog content very well, but this is primarily related to positioning and indexing. It’s also important to consider the authority of the blog, as this is one of the factors that enables natural interactions.

Before you start writing a blog, it’s important to understand how Google interprets search intent for a specific set of keywords searched on social media or the web, and see how your content fits these search needs.

To have better content structuring for your blog, you can consider the meaning of SEO On Page and SEO Off Page:

SEO On Page:

This basic SEO positioning technique in a blog involves using keywords that help you position not only within the article’s text but also in strategic places that are part of it. For example, the main title, subtitles, the “alt” attribute of images, the meta description under the title, etc.

With this technique, search engines can find your blog much faster, classify it, and index it at a higher speed. This method will tell the search engine the purpose of your blog.

SEO Off Page:

This technique doesn’t depend 100% on you as the creator of the corporate blog. We can summarize this type of SEO as links that redirect to your blog or your website in general. The more of these links you have, the stronger your website will be, and it will be better positioned.

Advantages

• Allows for direct communication between the company and the consumer.
• Increases traffic and visits to your website.
• Provides valuable content and enhances your brand’s image.
• Builds trust with users.
• Creates differentiation from your competitors.
• Facilitates the marketing and promotion of your products.

Disadvantages

• Requires a lot of time for structuring.
• Needs a solid SEO strategy to make your content accessible.
• Requires a backup strategy on social media.

How is a company blog structured?

The structure of a company blog is not very different from a traditional one. What varies is the content found in each section. The idea behind a company blog is to guide the user until they decide to make a purchase.

The structuring of a company blog is crucial, especially if you want it to align with the SEO strategy that will allow the blog to be positioned in search engines. Here’s a guide of steps that may be useful:

Title and description: It is recommended that blog titles not exceed 55 characters, followed by a short description known as the “metatag description,” which provides information about the blog, including keywords and synonyms.

Main column: This will include all your blog posts, helping to organize the blog.

Sidebar: This section contains links to categories, the latest posts, and other information that may interest visitors.

Text: It is recommended that articles have more than 300 words, including practical content that answers readers’ questions. Calls to action should also be included to encourage consumer interaction.

Extras: Internal links are very useful for attracting search engine attention even more.

Conclusion

Blogs are a very effective tool to consider when thinking about your company’s online strategy.

With the help of a blog, you can connect better with your audience, have the opportunity to generate leads, and share valuable content that adds to your brand’s image.