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8 reasons why corporate blogging is so important

Read Time 6 mins | Written by: Cat Huntington

For most business owners, blogging can seem like such a headache. You have to plan your content, decide on a style and tone of voice, write your posts and then ensure they are consistently posted and shared. All of this takes time and energy, which you may think would be better spent on other things.

However, blogging has been proven as an effective means of driving traffic and leads to your site, so you should recognise the potential it has to drive your business forward. If you've ever wondered what is the purpose of a company blog, this article shares some of the biggest benefits of a company blog with real-world examples.

Table of contents

  1. What is a corporate blog?
  2. 8 reasons why corporate blogging is so important
    1. It improves brand visibility
    2. It builds relationships
    3. It gives the company a human face
    4. It improves transparency
    5. It nurtures credibility
    6. It builds excitement and anticipation
    7. It generates leads
    8. It increases conversions
  3. Corporate blogging is an essential marketing tool

What is a corporate blog?

A corporate blog is a blog that is published by a company or organisation to share information, insights and updates about their business and industry. It is typically hosted on the company's website and serves as a platform for the company to communicate directly with its customers, employees and other stakeholders.

Corporate blogs can cover a wide range of topics, including company news, product updates, industry trends, thought leadership pieces and more. They are often used as a marketing and public relations tool to increase brand awareness, engage with customers and build a community around the company's products or services.

8 reasons why corporate blogging is so important

So why is it important to have a blog? Let's look at 8 key benefits with successful corporate blog examples:

1. It improves brand visibility

The primary reason corporate blogging is so important is that when you use it in tandem with an SEO strategy, it improves brand visibility and brand awareness. A blog creates more opportunities for your company to be discovered for target search terms by potential customers and partners. This kind of organic traction is more beneficial long term over paid search activity. In turn, it should result in increased traffic, and therefore more people becoming aware of your brand and what you do.

Take the Softcat content hub as an example. They use their platform to share everything from industry thought pieces to the latest blog posts for business clients to gain useful tips and information. This helps to reach different segments of their audience while positioning themselves at the forefront of their field.

2. It builds relationships

Corporate blogging can help to create and nurture relationships with the people you'd like to focus on, whether that's your target market, existing customers, suppliers, employees or other people involved in your company. You can create a two-way conversation with blog posts asking for readers' thoughts and comments, and you could also get your readers involved by asking them to write guest posts for you. Building relationships this way will promote brand loyalty and help readers have a positive impression of your business - they'll quickly realise that you're a company that is happy to communicate, take on feedback and answer questions.

The Co-op's blog is always trying to get customers and members involved by raising awareness of their work in the community, sharing recipes and running competitions. Following their example for inclusivity and starting a discussion is a great way to build a successful corporate blog.

3. It gives the company a human face

Blogging allows you to humanise your company through the tone of voice you use and the information you choose to share. You can also get employees to be responsible for particular posts and include their image and name. In the same way that blogging builds relationships, it also helps customers see you as human, and not just a faceless corporate machine. This will help them relate to you and feel more inclined to do business with you.

As an online marketing authority, it's no surprise that Moz's blog does this excellently. Each post includes the writer's own thoughts, as well as their profile, where you can find information about them and other posts they've written. You're also given the chance to communicate directly with them.

4. It improves transparency

Blogging is a fantastic way for businesses to build trust with their audience. You can use your corporate blog to share internal updates, such as new partners and sales figures. When the public sees a company as trustworthy, straightforward and honest, they're more likely to use their services or buy their products.

Google's blog The Keyword offers a level of transparency above most other companies. They share messages from the CEO, information on how their corporate partnerships are making a difference, and the latest usage stats. This information serves to help customers feel that they can completely trust the company. This is an excellent, inexpensive way to gain trust and goodwill.

5. It nurtures credibility

Along with transparency, you can also build credibility with your corporate blog. By consistently publishing high-quality content on topics related to your field, people will begin to see your company as one with authority. When they need information about the area you specialise in, they will head to your blog or contact you, knowing they can trust the content you've provided.

Dell use their blog to share important company news and industry updates on a regular basis, helping employees, stakeholders and clients to feel like they're always in the loop; they can trust Dell to have their finger on the pulse of the tech industry.

6. It builds excitement and anticipation

A corporate blog is the perfect place to publish press releases and share exciting updates and titbits about new services or products. You can get your readers looking forward to things coming out in the near future, and they can share the information on social media, increasing the clamour even further. This gives you more potential for building excitement than formal press releases alone.

Car finance company Cinch use their blog to post about the developments in their corporate relationships, from announcements around PR they have done with their partners to generating a buzz around competitions.

7. It generates leads

Corporate blogging generates leads, which is, of course, what every small business owner is trying to do. With every piece of content you publish on your blog, you're increasing the chance of your business being discovered. More traffic will come to your site, and some of these will turn into leads by becoming subscribers, sending you an enquiry, following you on social media or connecting with you some other way. B2C businesses that blog receive around 88% more leads per month, and B2B companies generate 67% more leads. Without a regular blogging presence, you reduce your chances of being found significantly.

One of the most well-known examples of the effectiveness of blogging for generating leads is American pool company River Pools & Spas. They were losing money until they started blogging; within a couple of years, they managed to grow from a small company serving Maryland and Virginia to the most visited pool site on the web!

8. It increases conversions

Blogging quality content consistently gives you a better chance of converting the leads you generate through your site. Readers who are on the fence will use the information on your website and blog to make up their minds about what you offer. That could be through tutorials, product guides or thought leadership pieces. The investment you put into your content marketing strategy reflects the investment you're willing to show in your business and customers, giving them another reason to trust you. 

Personal finance management platform Mint managed to get two million customers within three years by focusing on blogging and other content. Mint is no longer a small business, it's a global brand - isn't that your aim, too?

Corporate blogging is an essential marketing tool

You may have noticed from these eight main points that corporate blogging can help at all stages of the buyer's journey, including initial awareness, consideration and eventual decision.

Fresh, quality and regular corporate blog posts are a powerful tool that can increase traffic to your site, brand recognition, leads and sales.

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Main image credit: Fab Lentz

Cat Huntington