Blogging isn’t just about recipes, tips, tricks, and random details of people’s personal lives. The corporate world has latched on and doesn’t seem to be letting go.

Why do they find it so important? How does corporate blogging work? You gotta know what corporate blogging is all about if you are going to conduct a successful campaign.

What is Corporate Blogging?

Corporate blogging is content that has a conversation directly to your target market. It does this in several different ways.

It’s engaging. It’s what your audience wants to know about or loves to be entertained by. It sucks them in from the headline all the way to the final sentence.

It’s shareable. Blogging is a form of social media, like Facebook or Twitter—but longer. When your customers read your blog posts, they should find them so informative or entertaining that they want to show other people.

It’s consumable. Your blog posts should be short enough that they can be read in 10-15 minutes. And long enough that they offer some serious meat and potatoes information or stress relieving entertainment.

It’s a conversation. This is a place to hear what your customers have to say. This increases their engagement and lets you know that they want to hear more from you.

What Corporate Blogging is Not

It isn’t for sales. Corporate blogging is not the place to advertise yourself or make many sales pitches. It is primarily a place to inform and create an ongoing conversation between you and your readers.

But . . . you can occasionally direct your readers to your website or other resources that are more sales oriented.

It isn’t for leads. Nobody appreciates being solicited when all they wanted was some good information. If you farm your readers for leads, they’ll likely run for it.

But . . . if you think of your readers as potential leads, you’ll find a way to invite interested readers to take the next step without offending everyone else.

It isn’t for SEO. Yeah, you’ll get a huge boost in the rankings because of the fresh content you are adding, but if nobody reads your blog, that won’t last for long.

But . . . you can optimize your blog posts so they show up in relevant searches and reel in the right readers for you.

What Does This Mean for Your Business?

When your blog content is engaging, you’ll attract readers who are interested in what you have to say and establish yourself as an expert. This is called authority, and it’s a big deal in corporate blogging.

As an authority, not only do you attract readers, but you let the World Wide Web know who you are and where they can find you. That, in turn, generates more readers—aka potential leads.

When your blog is shareable, you’ll organically spread your brand all over the place without even trying. You can’t buy advertising like this. It’s the online version of word of mouth.

When your blog is consumable, you’ll optimize your ROI by investing the right amount to attract the people and keep them around. Too much info and they’ll be gone in the click of a mouse. Not enough and you’ll decrease your authority.

The bread and butter of social media is conversation. When your blog is conversational, you’ll be able to eavesdrop on your target market and find out exactly what they think of you, your brand, and what they really want. It’s feedback of the best kind—honest and real.

In short, what this means for your business is visibility. And the more you’re seen, the more business you’ll get.