How to define what content you should write for your company's blog?

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While content is essential to attract and retain customers, how do you define what to write about?

A company blog can be an excellent communication tool if we know how to use it. It provides immediacy, is democratic, economical and also gives us the possibility of reaching several people at the same time and becoming a means of meeting commercial objectives.

However, it often happens that companies want to be part of facebook database technological trends, but without necessarily being clear about what they want to obtain through them.

Publishing content just to be present in the digital world is not an objective in itself and that is why, if you want to create a blog for your company, it is important to define what you want to achieve through it and the way in which you will present your business through this medium. Juan Carlos Camus , a leading journalist in digital communication and author of the book You Have 5 Seconds , clarifies about a content strategy: “it refers to determining what is going to be talked about, what objects are going to be used for communication and how to converse.”

If what you are looking for is to attract non-captive customers and build loyalty , while maintaining those who are followers of your brand or service, then you will need to define a content strategy that helps achieve goals, maintaining coherence with your company's sector (whether it is technology, finance, or a specific product or service) and that this image is correctly transmitted through your company's blog.

Definition of objectives
The first step is to define your company's blog objectives, which will be the basis for determining what you will publish on your company's blog: Are you looking for visibility? To be a reference or authority in the industry you belong to? To generate closeness with your target audience? To advertise your products or services? To create contact networks? Once you answer these questions, you can begin to define your content.

Audience Identification
Before creating content, you need to identify your audience . To do this, you need to consider variables such as age, sex, and interests, and analyze whether generic content is enough or whether you need to create subcategories aimed at your different audience groups that have common interests.

It's not just about writing on your company blog
A correct content strategy is more than writing notes periodically without having a clear specific purpose, it is about understanding that content is also a powerful marketing tool .

To reach only the audience of interest for your company (previously defined through commercial objectives) you need to apply SEO (Search Engine Optimization) in each of the notes you publish and in this way you will ensure the necessary visibility, delimited, timely and applied at a professional level.

For the reasons mentioned above, it is important to obtain advice on Web Positioning or to learn about this subject when generating content.

Contents consistent with my company and my objectives
From the language, through the aesthetics of your blog, to the way you write the content, its length and the use of keywords, they must all be a faithful reflection of the corporate image. If my company needs to convey seriousness and is aimed at people over 40, I cannot use colloquial, overly close or light language. If my sector is beauty products, then I need to convey that feminine and concerned vision of their appearance through each content, in a subtle and unforced way.

Before creating your company's blog, remember to consider the goal of having this conversation with your audience and what you want to achieve from it. In addition, advice is important so that you can get exactly where you want to go and not end up lost in the mass of content on the web.