|Image Credit – Neil Patel|
You have a business, you see other peopleout 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’mgoing to teach you how to set up your corporate blog correctly.
The first thing you need to do is figuringout what you want to blog about. It’s not just about blogging about your productor service. If you do that, no one’s really going to readyour blog.
But if you write about the problems that yourideal customer’s facing and how they can solve those problems, and some of it may be aroundyour 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 aboutblogging. The second thing is the URL. So whatever your blog is, you want to useWordPress 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 subdomainsalmost like a separate site.
If your main site is already doing somewhatwell, your blog is going to do better quicker just because it’s a subdirectory versus asubdomain. The next thing you need to do, once it’s setup, 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 theirbio on the site.
Just because you’re a brand it doesn’t meanthat the person who’s writing the post shouldn’t have their photo within the blog post, anda little snippet that talks about themselves, as well as maybe even a link to their Twitteror Facebook profile. You should showcase their photo and one ortwo lines explaining who they are and what they do within the company.
Now that you have your staff writers, andyeah, you can do one or you can do many. If you do many, that’s fine, just use differentauthors. You can set them up within WordPress, it’sreally simple. Within the users profile tab you can justcontinually add authors.
Put in a username, put in an email for thatperson and then, they’ll get notified that they have a WordPress account, and they cango in and then just start writing. From there, you should create a rubric onwhat people should do when they’re writing their content, right? It’s a template.
In essence, you need to give these writersrules. If you don’t give them rules, you’re goingto 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’sno point in blogging. Number two, they need to write in a tone usingthe words you and I.
In essence, it’s a conversational tone. When you’re reading text, you don’t want itboring and monotone like this. You want it conversational where I’m talkingto you and you’re responding back to me, and we have a conversation going. By using the words you and I within your blogpost, you’ll get that. You also want to use subheadings.
By using subheadings it makes your post easierto skim. You also want to make sure that your paragraphsaren’t more than five or six lines, that way, people can digest the information really easily. You also want to wrap up everyone of yourposts with a conclusion.
At the end of the conclusion, you want towrite a question. By writing a question or asking a questionmore so, it’ll encourage people to respond, write comments.
When they write comments, you want to respondor the person who wrote that post needs to respond to each and every single person. Why? The last thing you want is someone askingyour 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 yourblog posts, so if you write a blog post on SEO and another one on online marketing, makesure you cross-link them within the text. As you do that, the post will get found andyou have your corporate blog.
Give it time, six to 12 months, you’ll startgetting 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 twoweeks 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.