How can you use your corporate blog to promote your company? Even when you don’t have anything to blog about company-wise? Last week I interviewed Yakov Sadchikov from visual search engine Quintura, a Russian-based start-up, about these questions. He surely knows the answers to them, as his corporate blog is often featured on major tech news outlets like Techmeme and TechCrunch.
Good corporate blogging leads to indirect benefits
“In general, the company releases a new service or version once every several months”, Sadchikov mailed me, “this is when we can do a marketing and PR push. Between those releases, the blog is an effective tool to keep in touch with the market. For instance, during the first week of August, three articles from the Quintura blog were featured on the Techmeme homepage. As a result, we’ve welcomed new blog readers as well as new web publishers who were interested in our product, the Quintura site search”.
How are we going to do this? 7 tips for writing interesting stuff
So maybe you think corporate blogging might take too much time. Sadchikov proves this doesn’t necessarily have to be true. He told me he only spends half-hour a day on the Quintura blog. Talking about return of investment. So here are seven tips that will get you started as well.
1. Let’s start with a cliché: passion
If you don’t have passion for the topic you’re gonna blog about, then stop reading this article and click the screen away. Start doing something else…, write press releases or some old-fashioned stuff like that.
2. Ignore everybody
After you’ve finished reading this post, read some more articles about corporate blogging (see below) but then just start blogging. Ignore your competitors. Ignore the major blogs. Ignore your friends. Just think what you would want to read about the subject if it came from somebody else. By doing this, you’ll come up with a genuine news selection that will appeal to your visitors. Why? Because they sense you’re passionate about what you write.
3. Pick a niche
Sadchikov has the privilege of operating in one of the world’s most interesting and booming Internet markets. So for him it wasn’t too hard to pick his niche: relevant Russian new media and Internet news. You might have to think more to come up with a good subject. Sadchikov: “select a segment and make sure it could be of interest for the industry and not only for company observers. The stories must be relevant for a wide business audience.”
4. Tell about your most difficult times
Combine news with your background and perspective, since it will make your blog posts more interesting. People are reading your blog because you’re an expert, an authority. So when writing about current affairs, dig in your professional history for memories that might illustrate the point you’re making. Tell your reader about those endless negotiations with an important distributor, give them the solution for a problem that has hunted you for years. Your visitors will love you for doing that.
5. Write regularly
Write regularly about news in the niche you’ve chosen. At least two times a week, so that you give your visitors a chance to get used, and eventually attached, to your blog.
6. Write about people you’ve met
Did you just come back from an excellent business lunch? Write about the most interesting discussion you had with your table companion. This has two advantages. First, the discussion is also relevant to people who are in the same business. Two, as long as you don’t post something negative or confidential, your lunch companion loves to read how you’ve experienced the hour you’ve spent together. It has something to do with a crazy little thing called vanity.
7. Send your top articles to the right people
When Sadchikov has finished an interesting story, he emails it to influential tech bloggers. Because he posts relevant news, many tech bloggers seem to appreciate his work. He basically is TechCrunch’s man in Russia.
Further reading about successful corporate blogging
Now get outta here and get started. If you really need more info, try these sources. Good luck!