In this age of digital media, brand blogging is becoming a central part of content marketing. In fact, most of us can agree that having a company blog is a fairly important component to digital strategy. A branded blog can help increase customer (and potential customer) trust with industry knowledge and helpful information.
The problem many companies have, then, is not with deciding to blog – it’s getting started. 
Since a regular posting schedule will provide a consistent expectation for your readers, it’s usually a good thing to write several posts at first and schedule them out, to give you time to get used to blogging.
But what if you’re just hitting a wall on what to write about? Here are a few ideas:
1. Trends. Check the news or trending topics on Google+, Facebook and Twitter and watch for things that impact your industry. How do you weigh in on these developments? Even a short post that shows you’re on top of the news that will affect you and your customers will gain trust.
Power Tip: This is a great way to get people talking. Leverage posts like these through the comments or a discussion on social media. Respond and encourage dialogue with readers.
2. Lessons learned. What adages or lessons can you share with others about your industry, business, communication, leadership, or other topics of general interest? Just remember to keep your stories readable. Learned lessons can be both entertaining and informative, and not at all like the “when I was your age” talks.
Power Tip: CEO blogging is growing in popularity. If blogging is a good fit for your company’s executives, make sure blog posts show the personality and candid nature of the writer.
- Company culture. Since people do business with companies they know and trust, getting to know the company is an important item on any potential customer’s list. An inside look at the company and its employees, announcements and other activities can be great items for blog posts.
Power Tip: Your employees have great insights and stories. Featuring them in a guest post or creating an internal blog for employees to discuss their experiences facilitates storytelling in a natural way.
- Product usage. Could your product (or service) benefit from extra explanations or tutorials? Are there other innovative ways to use your product? Blog posts which feature your offerings’ applications are not only helpful, but will keep them in your blog readers’ minds so the next time they need an item, they’re turning to you to fulfill their needs.
Power Tip: Consumers can be the best sources for new and unique ways to use company offerings. Finding and featuring the best of these posts, pictures and videos can not only provide great content, it can also get people excited to share and engage with you.
Blogs aren’t built in a day (nor are they built in a week like Extreme Home Makeover), so set realistic goals as yours continues to grow. For even more ideas, join blog discussions and forums such as The Blog Zone on LinkedIn, the Blogging Google+ Community or #BlogChat on Twitter every Sunday evening at 9 p.m. EST.
Looking to stretch your posts even further? Sign up and join us on July 8th for even more content tips at our digital PR webinar: Feeding the Content Monster.
Share
About the Author:
As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.