Upload several posts prior to launch
Before launching a blog, prepare a basic number of posts across a range of topics to give readers a substantial sense of what to expect. Make them enticing enough to build a following. That basic number might be five or even ten posts.
I recommend that you block out the categories you plan to address with the blog as well as at least one call-to-action for the initial package that gets posted. Also consider the keywords used across all marketing materials and make sure to craft posts that highlight your top five to ten keywords, at a minimum.
A blog is the place to share day-to-day company news. Search engines reward blogs that post frequently and regularly. Use the traffic lift to promote your calls-to-action. Your blog is a key pillar of your marketing plan and should follow your editorial calendar of events. Document team wins, case studies, new staff announcements, new product launches, trade shows and charity work. Provide thought leadership pieces by C-level executives.
Generally, blog posts should not be long (over 1500 words) and should only cover one topic. That is why blogs stand apart from newsletters, which combine many articles, regular columns and promotion.
Blog posts don’t necessarily always sell products and services. In fact, it’s good to mix up self-promotion with continuous educational content to engage readers. The longer the sales cycle, the more important it is to provide a steady stream of worthwhile content that is stimulating, entertaining or instructive. Reward loyal readers with savings, such as coupons or discounts, freebies, such as ebooks or white papers and other items of a highly perceived value. When the time comes for these followers to make a purchase, your company will benefit from the efforts to build top-of-mind awareness.