How a corporate blog emphasises your professional expertise

Goolge’s search engine shows the ten best search results on its first page. In addition to clean programming and targeted links, the content strategy is especially important in the struggle for this space. Corporate blogs are becoming an increasingly important form of content.

How a corporate blog emphasises your professional expertise

Goolge’s search engine shows the ten best search results on its first page. In addition to clean programming and targeted links, the content strategy is especially important in the struggle for this space. Corporate blogs are becoming an increasingly important form of content.

Blogs are typically closely tied to a person or group of people such as employees. By providing information about a certain topic as an expert, the blog becomes authentic and believable.

Show passion and expertise

Blog writers develop their own tone, which makes them believable. The passion, commitment and expertise of the writer can be seen in the blog. Pay attention to the following:

  • Write short, pithy sentences.
  • Don’t use necessary foreign words or technical terms
  • Fit the text length to the target group.
  • Use an active writing style.
  • Place a clearly recognisable call-to-action

Blog posts help with search-engine optimisation (SEO)

A blog not only offers interesting and current contents for users, it can also help with search-engine optimisation (SEO). Relevant keywords are placed in the blog post for this purpose in a targeted way. Google evaluates the webpage contents positively and increasingly shows the website on the first page for searches. But be careful: If you fill your posts with keywords in an unnecessary or nonsensical way, the opposite ranking effect will occur.

It’s important that the corporate blog follow a targeted content strategy. This is based on four repeating phases:

  • content audit,
  • content planning,
  • content production, and
  • content management.

A related workshop can provide clarity on the blog topics, the article and the relevant keywords. Keywords that are important for the company but have until now not often been placed can be given more weight in blog posts.

An additional benefit: Blog posts offer countless opportunities for internal linking. Direct the reader to other exciting topics in your company via the blog.

Case study: Tertianum underscores its leading position with the new, trusted blog.

PRtools conceived of and implemented the Life in the Golden Years blog for Tertianum Management AG. The topics and keywords were decided on in a joint workshop. The definition was provided in the context of a personalised content strategy: Using the categories of life stories, health in older age and living in older age, blog contributions were posted each month on the website. On the one hand, they highlighted the interesting personalities in the Tertianum residences and residential and care centres. On the other hand, they underscored the professional expertise of Tertianum.

Would you like to enjoy the benefits of a corporate blog? Contact us under info@prtools.ch or +41 (0)41 455 21 01 for a meeting.

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