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article imageOp-Ed: Building your company culture from the blog up

By Jenna Cyprus     Nov 28, 2013 in Business
Businesses are more internet-savvy than ever, and it is important as an entrepreneur to keep up with the times. One of the vital online efforts you should pursue as a businessman is blogging.
When your company is seeking new talent, you might post a call for applications online. But what does your business blog say about your organization? Does your content strategy accurately reflect your business ideals, practices, and culture?
Or is your web presence possibly driving away talented applicants? You'll want to attract like-minded staff members by having a blog that represents your business well.
Your company should also think about the messages you're sending out to the community. Are you attracting new clients to your products and services by showing them how you can provide value? You must take a multi-faceted approach to managing your blog and content strategy to be successful.
One goal, different audiences
You shouldn't subject your readership to an endless barrage of advertisements. Your blog posts must be informative and helpful for different audiences within your industry.
Your company needs to weigh in with advice for prospective clients, community leaders, and aspiring industry employees. If you increase the audience scope of your blog posts, your blog will steadily develop a reputation as an expert resource.
Your company's aim shouldn't just be to sell more; you should also enrich and improve your field with compelling content and interesting contributions.
Give readers an inside scoop
Clients want to know that your employees are happy. Prospective applicants want to get an idea of what it's like to work for your organization.
Companies like Google and Apple have built up fantastic company culture images, providing their employees with space to grow and fun incentives to keep them coming up with creative ideas. It's easy to get an idea of their work environment and culture by browsing these companies' websites and online blogs.
Give your readers an inside look at your daily operations. Feature your current staff members and showcase their achievements. Interview your most loyal customers and snap photos of how they use your product and services.
Assign a staff historian to record your company's team-building gatherings and meetings, and post memorable images on your blog. Your readers will feel more connected to you as a result, and they will be more inclined to become customers or future applicants.
Be known for stellar communication
Another great way to break down the barriers between your company and your blog readers is to cultivate great channels of communication. Take a look around your current website and see how easy it is to get in touch with a company representative.
Are you able to post public comments on the blog? Do you have a support knowledge base or forums for troubleshooting and community development?
The level of communication will depend on your product and services. Comments and an editorial email contact can go a long way toward building community dialogue. Readers can engage with your posts, leave responses, and learn more from other readers.
You can always moderate these comments, in case you're worried about inappropriate discussions or spam.
Just think about how infuriating it can be when you spot a publication error, and you're unable to get in touch with a blogger. An editorial email can be used by readers to submit feedback, corrections, or tips. This open channel can help you improve your existing blog content and get a feel for what your readers want and need.
Your blog should serve multiple purposes. It should provide your readers with compelling, useful content that's beneficial for various members of your community, like prospective job applicants and other industry leaders.
Your organization should mix up your post strategy, so you aren't just constantly marketing to potential clients. Finally, you want to provide readers with an open channel for dialogue, resource sharing, and growth.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
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