Blogging/content strategy
-
While personal blogging & branding is pretty typical for those in a service/b2b industry, when it comes to CEOs/owners of retail businesses - not so much.
We have a company blog right now that is heavy on company news and updates - and will be working towards being more informational/educational. But, in the meantime, it's difficult getting the ok to contribute to contributor based article/resource sites - such as http://smallbiztrends.com, since the business blog, by nature, is promotional. (our clients are both business & consumer)
Assuming, we can generate enough content, my suggestion is to have the owner create a personal blog which will be purely information and educational, and use that blog to account for the owner's expertise and use those articles as means to get accepted as a contributor at highly prized sites. At the same time, we would still have a business blog that combines educations & company news/promotional.
Does this seem like a sound strategy? or is it better to just build up the company blog as an educational resource. Will reputable sites be ok with an educational company blog?
-
The kind of content I'm talking about would go on the company blog, primarily, and the rest on quality publishers' sites within your theme via outreach.
-
I think Chris had some good suggestions. I would add the following comments. 1) I would encourage your CEO or a ghost writer to start doing blog entries. I would add this as a blog category. In this way it is not going to look bad or screw things up if he does not always get a blog out. Once your CEO has built up a few blog entries it might be good to add a list of prior blog entries next to his profile. This would be a good way for people to get a feel for how he thinks and what he believes in.
I do think it is a good idea to hire a ghost writer(I admit I am biased as that is one of the services my company provides). However I would strongly recommend that your CEO participate in the process and approve the final blog so that the blog has his voice.
Even though you did not ask about this I thought I would also mention that you might want to add a newsletter archive as a category as well. This is a good way to keep old newsletters as a reference for those that are interested and increase your content at the same time.
Ron
-
In my personal opinion you should drop the idea of a separate blog and work on your company’s blog and make it a one stop resource for people within your industry and for your customers. If owner’s branding is one of the important part for you then just go with author tag and author profile!
Stay active on social media profiles and communicate with your audience instead of giving them a feeling that your blog or website is a one way communication!
Adding another blog will just only increase your efforts and will not really offer you valuable returns.
Hope this helps!
-
In fact, I would suggest working on your company blog instead of creating a new one. Even though the content on your company blog may not yet be optimal as an education resource, I'm sure your company blog has a current following which you can count on. If people are already following your company updates, the likelihood of them being interested in information related to your industry is quite high.
Work on creating quality educational posts that would be relevant to your target audience, alongside with your company updates. This would keep existing followers coming back for a fresh set of content, and attract potential customers through the educational posts.
Creating a new blog in this situation wouldn't benefit much. You would end up trying to optimise the new blog for SEO and having to attract the same group of people again, which I believe you already have in the company blog.
-
Thanks.. so, you support the idea of having a blog separate from the company blog? Or, can it be part of the current company blog?
-
If the owner isn't already actively blogging and been doing so for some time (meaning that he likes doing it, is accustomed to taking the time to do it, and is likely to continue doing it for a good deal of time into the future), hire a writer/ghost writer, instead. Map out an editorial calendar based on the kinds of content that will be acceptable to the highest quality sites you're able to get articles published on have the owner add a bunch of expert bullet points under each article topic and have the writer go at it. This way, your effort will be much more sustainable.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Endless Scrolling and prev/next
Hi, We have a new website on https://www.neakriti.gr We have asked for endless scrolling between our articles, so when we get at the end of one article, the next loads. Looking at the produced html code I saw the articles contain and to other articles. When I asked the development team why this happens, I got a reply that its needed for the endless scroll of the articles. But to my understanding "prev" and "next" is only used on pagination cases, and endless scroll between articles has nothing to do pagination. Here is an example article
Branding | | ioannis.anifantakis
https://www.neakriti.gr/article/ellada-nea/1524252/fthinoporinos-o-kairos-tin-tetarti-stin-kriti-deite-analutika-tin-prognosi/ If you "view html code" on that article you will see this "next", "prev" declarations to other articles. Can anyone please let me know if the declaration of "prev" and "next" articles should stay or if I should ask the development team to remove it? Thanks0 -
Content Advice for SEO Newbies
Hi all, I've been asked to put together a presentation as part of an internal series for marketers within the company that don't know much about SEO, but want to learn the basics and contribute. My topic for this one is on-page SEO/content marketing's role in SEO. I have lots of ideas for this already, but I thought I'd turn to the Moz forum to get some feedback and help me prioritize the points I hit. So, if you could give SEO newbies working on content for a company site, blog, etc. just one piece of advice, what would it be? Looking forward to seeing your responses. Thanks, Andrew
Branding | | SafeNet_Interactive_Marketing0 -
What is the best way to market/raise awareness about new clothing products?
We are an Outdoor Clothing Company that designs our own range. We primarily sell through Retailers & distribution networks, but around 2 years ago went online. We update our collections twice a year, and we really struggle to get attention and awareness of our new designs. Can anyone recommend the best practice for getting newly launched products successfully "marketed"?
Branding | | Target-Dry0 -
Experience/suggestions in redirecting old URLs (from an existing site) to new URLs under a new domain
Please share your experiences/suggestions in redirecting a set of pages (10,000 or more pages/URLs) from an existing domain to new URLs under a new domain. Thanks in advance!
Branding | | esiow20130 -
Local SEO - Review's Strategy
I'm trying to brainstorm some ideas for obtaining positive reviews for a my client who's a local business on Yelp and Google+. I think it's best to capture a customer in the "happy moment" after a successful transaction with that business. I'm thinking integrating the option for customers to leave a review on Yelp or Google+ during the transaction process would be best. Do you have any suggestions or experiences on the best way to integrate this into a transaction process where a customer physically walks into their business to make the transaction? (it's an Auto Body Shop BTW) Also any other strategies for getting customers to give reviews? Much appreciated!
Branding | | reidsteven750 -
Our content has been stolen
We've a new intern who spent a good few hours writing this article http://appointedd.com/blog/nominees-for-the-british-hairdresser-of-the-year-2013-announced/ - quite a good we one feel. Our main competitor has taken almost the entire thing word for word and put in up on their blog http://www.inaa.com/apiblog/?p=821 While this is a foolish move on their part, we're still quite offended over the incident as this was the intern's forst article and she'll be looking to add it to her portfolio. I was wondering what the best practice is in this situation? Is simply writing to them enough if they've demonstrated they're underhanded? Should we call them out on it? I'm simply unsure as I want to protect no only the business but the intern also. thanks!
Branding | | LeahHutcheon0 -
Are templates considered duplicate content?
We have a line of products that are all using the same template or shell for a website structure. All have different content relating to a specific product or service, but being its a line of different products under one family, we use the same colors and template structure for consistency and branding purposes. It was just brought to my attention that using a template like this across multiple sites could raise duplicate content flags as google is reading the same template code and may not differentiate that its a family product line of sites. Does anyone have any feedback on whether this could be true or not?
Branding | | anthonytjm0 -
Has anyone had success with product page rel=author? Can I protect the content but dump the face on the SERPS?
Hi, Is there a way to get the benefits of rel=author for protecting site content but to disconnect that from the face photo on the SERPS? We added rel=author to our unique and individually written product descriptions and reviews. This has led to a decrease in click thru thus far. I suspect this is because when searching for a product to buy the user sees the face and thinks "review" or at least "not corporate". I don't nec. want to dump rel=author in the sea yet for our ecom pages, has anyone had success with product page rel=author? Four our keywords, we are the only company of 10 well known travel sites that have the face in the SERPS, far from improving our CTR, it has trashed it. Any ideas?
Branding | | xoffie0