You must have clear objectives before starting any business operation and so is the case when you plan to develop a company blog. Ideally, a company blog is the part of your content marketing strategy and before you start working on your company blog, you should have a content marketing editorial calendar readily available.
Moreover, 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: you can build a strong brand by developing content to support your offers and promotions.
2- Increased Outreach: it’s probably one of the most cost-effective option to increase outreach by providing solutions to prospective buyers’ queries.
3- Support Sale: a lot of people are looking for the solutions that your business provides, but they cannot find the link between your business and their queries. You can bridge the gap by providing relevant and useful information to attract potential buyers.
4- Increased Customers’ Engagement: the more engaged customers you have, the better sales you will have. And you can achieve this by involving them in conversations either on the blog or through social shares of your blog posts.
5- Improves Media Coverage: Having relevant, useful and valuable content on your blog gets you online media coverage, especially when other bloggers talk about your business.
6- Improved Search Engine Visibility: as most of the search engines love high-quality content, you can leverage the power of blogging 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 be explored.