You have to be very clear that a blog is a bidirectional tool. You have to be prepared for comments made by customers. For better and for worse. You can have a hundred users, and consumers, who interact with the brand and who are very valuable. They tell you what they think of the products, of the brand, and how you have to approach branding. It is very useful information. But neither are they going to stop saying that your product is bad if they don’t like it.
That’s something anyone running a corporate blog needs to keep in mind. But it’s not a bad thing if you know how to use it. In that case, you should respond, ask why it seems bad, and tell him that you are going to analyze it and take it into account. If the entrepreneur dares to speak ill of them, which is not easy to assume, he has the best channel of communication with his users that can be imagined.
On the other hand, monetizing your corporate or business blog is a great way to passively generate extra income and more traffic.
One of the advantages of having a blog is that it allows you to control the information that is published about your products or your brand. If you have your blog, who talks about your brand is you, who positions it in search engines is you… An example. If I have a printing company in San Francisco and someone decides to speak ill of it, it can appear in the first results of Google. But if the printing company has its blog, the first results will be those of the printing company, the information that it wants to highlight.
Do not try to censor anything that customers write, even if it is silly. In the network, they could rebel and multiply by a thousand what you want to hide. A good example is what happened with the kidnapping of Jueves magazine a few months ago. Or the girl who went into a coma got fired and had to be reinstated because of online criticism.
What can you write about?
You can talk about the company’s new products, offer information about your services, advice on how to use your products, tell success stories from your customers, problems you’ve had with suppliers, partners, or any other kind, etc. Any content you can think of, but without turning your blog into unbearable self-promotion.
People are tired of being sold new, supposedly innovative products. What they appreciate most is the human character that you can give to the company. Knowing that behind the company there is a human team. People who try to make it succeed. Comment on everyday things. If you have problems, too. Possibly there are people who give you solutions, someone who knows you, who treats you every day, can give you a contact. That works more than saying we’re wonderful.
Most likely, what you write will interest few people, but it is enough that it interests the right people: your clients, your suppliers… Who are not more than 50? They may be enough.
How to make yourself popular
The first, with good positioning. Using all the keywords that help us to stand out in the network. In addition, you must update the contents frequently, to generate traffic. And above all, actively participate in the blogosphere. Blogging is not just writing posts, it’s linking to others. Recommend what you see and leave comments on others. When you link to someone else’s blog, that person will always be curious as to who linked to them. It will enter yours, leave a comment… Look for another hundred blogs that talk about your topic, and become a user of those blogs. Leave your URL and they will puncture you if you leave valuable comments.
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Also published on Medium.