Five Things to Consider Before You Start a Company Blog

Here are a few things to consider before adding a blog to your next website project. 

You may not want a blog if...

You're too busy to keep it updated.

Make sure you have a plan for how to get content into the blog on a regular basis. (Psst: Cyberwoven can help you create blog content or develop an editorial calendar! Call us.) Doing a blog on an ad-hoc basis, with no plan, almost always leads to a dead blog that makes it look like nothing new has happened at your company in years.

But if you think you have the capacity to update it occasionally, don't be scared off. Company blogs don't need to be updated daily or even weekly, as long as content is valuable and relevant. At a minimum, you'll want to be adding 12 to 15 articles a year. If that sounds like too much work, you should probably hold off on the blog for now.

Other avenues of communication might be more appropriate.

Many clients have already established other ways to communicate with their constituents, such as a newsletter, social media channels, or text messages. If your audience is already in one place, communicate with them where they are! If you have more to say and want to start a blog, don't forget to cross-promote your content on these channels. 

You already have a news feed.

For many clients, the news feed is enough of an "outlet" for articles, press releases, and company news. It's a common misconception that you need to separate "news" from "blog" content, but they can live together in one feed if you don't have enough content for either to be robust on its own. 

You may want to consider a blog if...

You're looking to boost SEO.

Blogs do offer a great opportunity to add relevant keywords, show subject matter expertise, and gain backlinks, all of which can improve your SEO. It is relatively important that you have something unique to add to the conversation—think about the glut of content on the internet and how you can stand out from the crowd.

You have a plan for marketing.

Hitting "publish" on a post isn't the end of the funnel. If the blog post isn't promoted, no one will know about it! If you have an active social media presence, remember to promote your new posts on social channels so your audience will be tempted to click through. 

Need more help making the most of your blog? Contact us!