In honor of today, International Blog Day, and as the Strauss blog is preparing to celebrate its first year online, I have decided to share with you the establishment process of our blog.
In today’s digital world, where every company owns various digital assets on diverse platforms, it is important that every digital asset has clear goals and unique content strategy, as well as the ability to support the business goals of the company. I believe that without a substantive connection to goals and a clear rationale, there is no point in setting up a new digital asset to begin with.
The blog world is a very developed scene – there are currently more than 164 million blogs online, and over 123 million people who consume content through blogs. In Israel, while the blog world is growing steadily, very few Israeli companies utilize this platform as a tool to communicate with their stakeholders.
The ‘trigger” for establishing the Strauss Blog was the discovery of a gap between the number of experts within the company, strict quality control procedures, fresh ingredients, numerous processes that occur “behind the scenes” and our ability to reflect all that in our existing digital platforms. Our goal was to create a platform where we can provide a stage for Strauss experts on one hand, and deliver value to our readers on the other.
We chose diverse fields in various content formats: Written content (evidently…), video, pictures, infographics and practically any other way in which an expert can share his/her unique field of activity at Strauss with visitors of the blog. Moreover, as an international company we decided to utilize this platform in the international arena as well as we work to strengthen relations with key opinion leaders outside of Israel.
Let’s move from theory to practice. Below are some insights that can help those who manage a company’s blog:
1. Read the posts from your reader’s perspective – Try to provide real value and always balance the message you wish to convey with the value surfers expect to get.
2. Connect to current events – Search events relating to the content worlds you are active in, and write posts about these topics. Clearly, it is very important to upload the posts on the exact dates, as this will help increase traffic to the blog (and increase promotion through SEO, Search Engine Optimization). The topic might be, for example, “Olympic Games”, religious holidays or “International Blog Day.”
3. Relevancy – Try to be as relevant as possible to your target audience. If, for example, you run a blog in several languages, treat it as separate platforms and examine every post for relevancy to its readers in each arena.
4. Update frequency – Post contents frequently. The biggest danger to a blog and to digital assets in general is that they are not updated, and users who log on see that the last update was made several months ago.
5. Using diverse formats to display content – There are many ways to deliver content and to make it accessible in an interesting and effective manner. Be sure to use many images, video footage and even animated infographics because they attract more attention of readers and encourage sharing on the net.
6. Sharing – Be sure to share your blog posts in various social networks and other content channels. Sharing is the best media you can get. A friend that recommends reading your content, does the best distribution work best for you!
7. Search – It is very important to promote your blog in search results through SEO, and also by including more terms in the posts that will advance your blog in search engines. Since blogs are based on the “long tail” principle, suitable promotion in search engines can bring searchers to your posts months and even years later.
8. Advertising – Various blog promotion media are currently available. My best recommendation is the media focusing on promoting relevant contents on other content platforms. It is important to understand the phase your blog has reached, and at least initially, obtain as broad exposure as possible to its contents.
9. Constant learning – It is important to remain connected to your blog figures at all times, learn which posts are more successful than others, determine where and why visitors abandoned the blog, and based on all the above, constantly improve the content and look.
In conclusion, it is important to remember that a blog is an evolving platform that keeps improving with time. It requires daily upgrade of content, constant work on figures, continuous exposure, and the right choice of target audiences with ways to distinctly address them. Although it is a consistent, long-term activity, I believe that a company who uses this platform will only gain close, authentic and direct communication with its various stakeholders.