Business blogging is the most productive way for any company to achieve social media success. A stagnant website offers little in terms of search engine optimization (SEO). Blogging is often a method used to increase organic search ranking, by continuously producing new content to be indexed in search engines.

Yet, that information needs to be shared and produce a reasonable amount of engagement to gain authority, which is what allows your indexed pages to rank higher.

Now, information that is shared and commented on is what we call “remarkable” content, or content worth remarking on. The ultimate goal of a company blog is to produce content your audience will want to read, engage with, and share to others.

Business blogging also allows a company to establish and maintain thought-leadership by showcasing your expertise in a particular industry. It is also a way to control the conversation by bringing people into your home base/website, which is where most companies begin the sales process.

Most companies in the construction products market believe their content will not grab enough attention to produce a popular blog. There are successful blogs in every market. If you have clients, you automatically have a readable audience. The trick is...finding what to write about.

Frequently Asked Questions: Start by looking at your company’s frequently asked questions. FAQs are a great subject matter for business blogs. It enables company transparency by showing your customers and prospects that you are willing to address their questions and concerns. In addition, this sort of post is filled with essential keywords. Keywords that prospects will use to find your company in search engines.

Forums: Read industry forums and research what specific, or even generic, questions people ask about your products and/or services that could bring them to your website instead of a competitor. This tactic enables you to grab your broad audience by answering those questions in your company’s blog. This approach will bring new readership to your website.

Projects and Case Studies: Feature interesting projects and case studies that compliment your products. Clients and prospects are interested in what you sell, but what is even more interesting than simply reading about your products, is viewing what others have done with them. It showcases the versatility, quality and innovation of your products and of your company. Promoting your customer’s work is also an effective tactic for client retention, making them feel important and valued.

Employee Participation: Your employees are experts, with years of experience in your industry. Showcase your expertise and the versatility of your business. While having one person producing all of your content is convenient, having multiple bloggers with different ideas, experiences and writing styles adds diversity and a new level of proficiency.

Guest Blogging: Seek out industry professionals and influencers to write guest blog entries. Start by researching authors of popular blogs in your industry. Approach them about writing a guest post on your blog or even interview them. This method gives you an opportunity to establish relationships with influential people in your market.

Realistically, business blogging requires a lot of effort. Posts must be produced often and consistently. If you produce consistent, relevant, useful content that is sharable and keyword-rich, I guarantee you will see results.

Here at the Ludlow Group the majority of our clients are in the construction products industry. As such, we specialize in print, interactive, and social media marketing within that industry in particular. The following article was written for an online design publication, please comment below with your thoughts. For our other social media how to's Click Here!