If your company has a website - which it very much should - then it is absolutely essential you have a blog.
A blog has numerous benefits; not only does it showcase the expertise of your brand and the knowledge of your employees, but it also helps your website to climb up Google's search rankings.
The key is to create content that your audience finds truly valuable. So how exactly should you go about creating a blog that your audience connects with?
The key to creating content that people will truly value is answering questions they have and fully understanding the challenges that they face in their day-to-day. Are they struggling to achieve certain goals or objectives? Are they concerned about how to expand their own business? By getting to the bottom of their issues, you'll be best placed to give them the content they are looking for.
When writing a blog post you are attempting to showcase your expertise so that potential customers will commit to a purchase, or will want to utilise your services. However, don't attempt to reach them by brazenly pushing what you sell; rather, state what challenges they will help to solve.
Try uploading blogs from an array of employees, because this will go a long way to highlighting that there is expertise throughout your company. Ask employees to write blogs on topics that they understand and find interesting, but also ensure they are properly edited and proofed before they are uploaded.
While it is inevitable that you will cover topics that other blogs have discussed, it is essential that everything you post is bespoke. Copying work from competitors not only looks amateur, but it will make your website rank lower on Google.
Make a decision as to how often you will update your blog - once a week or once a fortnight, for example - and then stick to it. Not only will this show your audience that you value consistency, but it will also help you climb Google's rankings faster.