Include mention in any ezine or newsletter to let readers know about your blog. Mention your blog on appropriate forums. For example, if your company offers resume writing services, consider writing about your blog in job-hunt forums.
Allow for readers’ commentary on your blog.
Many online blog publishing programs already allow this.
If your readers can post their comments and read the comments of other readers, they are more likely to return to your blog regularly, and so keep your company name in mind.
Make your blog searchable through your interests.
Many blog programs allow you to create a user profile, which allows readers to search for you and your blog by interest topic and locations.
Do not overlook this simple way to draw readers.
Simply fill out your profile, taking care to use many “interests” to attract more readers and browsers.
Blog writing is not like other forms of marketing writing.
If you want to use your blog to draw customers, you need to create a blog that is casual and interesting without being too sales-oriented or too aggressive in marketing.
The company blogs that do not promote and aggressively push their product often generate great company marketing and advertising as readers enjoy reading the blogs more without obvious pushes to buy.
To make your blog writing sparkle, include types of writing that readers will enjoy or find useful.
Including contact information, Frequently Asked Questions (FAQs) about your company, company or product manuals, and other information makes it easy for readers to find what they need about you that will encourage readers to refer to your blog each time they need to know about your company.
Listing job openings and information about philanthropic causes your company is involved in as well as information about the atmosphere of your company is useful for job hunters.
It is also an easy way to get more readers interested in you company.
Personal comments about the company from workers are what really set blogs apart from other types of online writing.
Personal comments from company leaders and employees let readers know what your company is really like.
It can also improve sales, as customers are likely to develop brand loyalty if they see your company as a “face” or “voice” rather than just an impersonal logo.
Providing value-added useful and handy information content for readers is one of the best ways to get readers to your site and to get readers interested in your product.
Offer screensavers with your company logo, contests, tips, and useful articles, and you are more likely to get a regular group of readers.
Keep it short.
Like other types of online writing, blogging tends to rely on short paragraphs and small pages with links rather than big blocks of text.
Also, using the active voice is also good for developing a nicer style.
Let your logo do the talking.
Rather than trying to promote the company constantly in your text, try making your text keyword-rich and value-added content.
Instead, have your company logo clearly displayed on the page and mention the company as a workplace.
Your readers will still know about your company, but without feeling as though they are reading an advertisement.
Stay enthusiastic.
Write about what you care about and write with genuine passion.
Writing dry copy just because you feel a blog is a useful marketing tool will not get you more readers or more customers.
Companies are often surprised by the amount of time and effort it can take to produce one good blog.
Blogging software makes the writing and publishing process easier, but responding to reader comments, finding time to write regularly, and creating links and multimedia components can take some time.
