A corporate blog is not just a form and platform for self-promotional communication. Do not use it as a tool for propaganda, which is not going to excite your target audience. Ideally, it should be employed as a means of informing users about the core of your business and broader industry trends. Over time, your prospects will start seeing it as a reliable and authentic resource for greater insights.

1. Effective design and presentation

• Its design should be neat and attractive. It is advisable to customize the templates and menus for users to make it easier for exploring different themes of their choice.
• Proper categories and reader friendly tags will help them in selecting a post.
• Make sure the navigation is simple. The pages should be easy to locate.

2. Stay away from jargon

• Do not make the mistake of stretching your copy just to showcase vocabulary or display your command over a subject.
• Flowery and jargon-filled language is not always going to impress your target audience.
• Instead keep your copy concise and precisely to the point, to make it interesting.

3. Infuse interactivity and emphasize engagement

• Generally, readers like to associate with a blog writer’s identify. It enhances credibility of the blog.
• Providing contact and scope for feedback will infuse interactivity. An optimal posting schedule generally works well as readers will know beforehand when to expect a new post.
• An editorial calendar might allow you to plan your blog schedule better.

4. Use your own domain name

• Ideally, conduct blogging on your own domain. Your own domain name will probably generate more traffic.
• Usually, ‘yourdomain.com/blog’ subdirectory is preferable to ‘blog.yourdomain.com’. This will help your blog earn higher search engine ranking. People, it has been shown, remember ‘yourdomain.com/blog’ than the latter.

5. Provide interesting and valuable information

• Focus on audience and what’s of utmost value to them instead of forcing a sales pitch. Do not speak about your client projects.
• Rather focus on the aspects, which will interest your readers.  You will end up marketing your brand indirectly and more discreetly by narrating stories as this will get readers enthused about your blog.

6. Other considerations

• Of course, it is important to ensure that a corporate blog reflects your business philosophy and brand image. This will allow people to strike a chord and identify with your corporate image as reflected in your site and offline communications.
• Other elements that form the crux of a successful corporate blog are compelling topic or subject matter, focus on target audience, clarity regarding its core purpose, quality content, simple language sans unnecessary jargon, and of course, good design and presentation.