From social media to reviews and websites, there are a range of outlets that businesses must be aware of when monitoring their brand online.  This also happens to include posting and maintaining purposeful blog content.

Professional blogs are especially important for businesses, where having a blog full of engaging copy is vital to driving customer traffic to a company’s website.  In fact, purposeful blog content is key to maintaining consumer engagement, growing revenue and increasing market share and ROI.

Not only is blogging critical in gaining online visibility, it also builds customer trust by providing industry expertise; strong content on a blog can also play a part in suppressing negative online content.

With that said, knowing what to write and how to engage a customer audience is vital to the page’s success.  Typically, customers seek out company blogs to learn more about the services they’re interested in. By supplying customers with an engaging list of content that relates to your services, you are one step further to earning their trust.

It’s also important to keep readers engaged so they’ll want to keep coming back.  That means cut out the fluff and keep your blog posts focused around specific issues pertinent to readers or clients.  For example, write about a top business-related question that often gets asked, and then address the best solutions — ideally, solutions that your business can provide.

Keep in mind, the whole purpose of maintaining a company blog is to generate unique content that people legitimately find interesting and relevant.  There are a few ways to gather new content ideas and keep topics fresh.  These include the following: read the comments on social media, borrow the most popular questions from customers, research your competitors and analyze alternative news angles..

In a digital age, your online reputation is becoming increasingly important for your brand’s image.  Maintaining an informative, high-quality blog page is an integral part of that image, in part because it shows you as an expert in your industry and can play a role in improving your SERP for your business.

Matt Earle

Founder & President

Matt Earle, Founder of Reputation.ca, is a leading Canadian expert on online reputation management with over 15 years of hands on experience working in the space. Mr. Earle’s educational background includes an H.BSc from the University of Toronto and certification as a Google Professional. His expertise has been acknowledged through national television appearances on CBC, PBS and CTV, being a guest host on CBC radio, and numerous quotes in print and online media.