You must have clear objectives before starting any business operation and so is the case when you plan to develop a company blog. Determining your business blog’s objectives is the key to success because you know what you want out of this effort.
By knowing your company blog objectives, you can devise strategies more clearly and can measure the ROI easily yet effectively.
The tops business blogging goals are:
1- Brand Building: by developing content to support your offers.
2- Increased Outreach:by providing solutions to prospective buyers’ queries.
3- Support Sale: by attracting potential buyers with useful information.
4- Increased Customers’ Engagement: by involving them in conversations either on blog or through social shares of your blog posts.
5- Improves Media Coverage: by letting media and bloggers talk about your business.
6- Improved Search Engine Visibility: by working on right keywords.
7- Building Thought Leadership: by letting your key people in spotlight with consistency.
All you need to do is to specify measurable targets (monthly/quarterly) for each of the above areas, i.e. XX number of keywords for which you want top rankings in search engine, XXX number of media platforms for coverage, XXXX number of people talking about your offers on Facebook/Twitter/Linkedin etc.
Depending upon your business model and your niche you may have some other specific business blogging goals as well, but the seven areas mentioned above are must to be explored.