Blog copywriting: what content is best for company blogs
Using your company blog for business is a smart choice — but only with the right type of content and great blog copywriting skills.
Here's how you can do it.
Great marketing begins with great content — but what type of content works best for your company blog? How do companies use blogs in the first place?
While it’s definitely smart to use a blog for business, you might be wondering what the best process is, how to pick the best topics and most importantly: who’s going to handle the blog copywriting that earns organic traffic to your website and drives conversions.
For your blog to be discovered, read and shared on the web, it needs valuable and engaging content. When building your content strategy, investing in a blog on your company domain is a fantastic first step … but it’s just that — a first step. It’s also helpful to plan:
If you’re planning on promoting your company’s products and services, here’s our recommendation on the type of content that should go on your company blog: long-form written content that’s both comprehensive and scannable.
We also cover some company blog best practices to help you save time and money when planning your blog copywriting and content production.
Here's what we cover for you:
How does your company blog benefit from great content?
What type of company blog posts work best?
What content format works best for company blogs?
More and more companies are using blogs because of how reliably they build brand expertise, authority and trustworthiness. Here are two reasons why your company benefits from having a dedicated blog.
Using a company blog for business is a great way to:
A user scrolling through your company blog posts wants to learn the ins and outs of your product or service. They want to educate themselves on what benefits your product might bring them and how they make a positive impact. For this, you need informational content that meets customers' needs at all levels of the marketing funnel.
Company blog posts are great for exercising a consistent brand voice and tone. Customers browsing through your site also want to gauge your brand personality and voice to decide whether your brand is one they feel connected to on a deeper level.
It might seem like common sense, but the science backs it up: people are more likely to buy from brands they admire, respect and trust. Having a consistent brand voice and tone is one step, though an important one, towards resonating with your ideal customer.
Besides inspiring and educating, company blogs also serve some practical purposes: they’re convenient platforms to share the latest brand updates, features and upcoming events. You never know whether your upcoming webinar or educational video series might just be the right type of content to shift a new site visitor further down your marketing funnel.
A visitor to your website might browse through your about us and products and services pages … and still leave unconvinced that your brand meets their needs, usually because you can’t fit in all your success stories or product reviews on a single landing page.
Blog copywriting is one way of avoiding the dreaded “bounce” from your site. It’s also a great way of using educational content as an invitation for inspiring greater interest and engagement — and with a well-timed call to action as the cherry on top.
Now that we’ve covered the benefits of having a company blog and great content to go on it, let’s dive into what types of blog content are your best bet towards a great customer experience.
We’ve covered in greater detail what types of content best drive revenue, which is more of a long-term, zoomed-out perspective on what content types best fit your overall content strategy. But, for company blogs specifically, let’s cut to the chase — your most effective, budget-friendly content is long-form written content in a few specific formats.
At the risk of sounding obvious, a company blog — and well, any blog, really — needs blog posts. But what kind of blog posts specifically?
When considering the needs of site visitors, informational articles are a smart choice for potential customers at the top of your marketing funnel. These customers are aware of their problems and are trying to understand them better. Informative blog posts should form a sizable chunk of your baseline blog content and answer your customers’ questions in sufficient detail.
Here are some examples of informational blog posts we at Say it right have (ghost)written for our clients. These kinds of articles work really well for site visitors still in “problem awareness” mode. They’ve probably typed in a question on Google to look for a way to solve their problem, and maybe you could help them solve this problem if you’ve written a helpful, high-quality company blog post detailing:
Informative company blog posts shouldn’t just be info dumps: it’s better if they also includecalls to action, such as encouraging readers to register for a free account, try out a demo of your product’s free version, or educate themselves further with another helpful blog post. You want to avoid being too “sales-y” right from the start, or you’ll risk driving them off. Your purpose at this stage is to build value and trust with your readers and come across as a friendly expert.
Informational articles that educate customers are the first step to inspiring interest in learning more about your product. The next step in your marketing funnel is to guide product-aware customers towards possible solutions — or move them from “awareness” to “consideration”.
Here are some examples of company blog posts that gently recommend their product as a possible solution or provide product comparisons:
At this stage, your site visitors might be considering your product, among many other solutions. To address their needs, you’ll need to invest in types of content built on social proof: success stories, case studies and client testimonials are some of the best examples. Here are some examples of Say it right’s work in writing case studies and success stories for our clients:
How TRIGO & 3-S-IT built the ÖGB's massive data-driven education platform
This stage is where you’ll need your blog copywriting skills at full steam ahead: these pieces of content need to have more clear calls to action and use language that gently guides customers towards the benefits that a paid version of your product would bring.
At this stage, your company blog posts should feature favourable product reviews, links to your sales and product pages, downloadable resources such as e-books, ultimate guides and white papers demonstrating your industry expertise.
Another trick of the trade to use your blog for business is to gate other content offers behind an email signup list — so that users receive regular updates or a newsletter series via email. This keeps them in the loop on upcoming events, webinars, discounted offers and seasonal sales on your products. You could also offer them product demos, 30-day free trials of paid versions of your product or consultations with your sales and product teams.
Is there really a specific type of company blog post that magically drives sales and compels your readers to hit the “buy” button? Well, it’s a combination of factors: firstly, the foundation of helpful, educational contentyou’ve built as your baseline, and secondly, what added value a paid versionof your product can bring them.
Long-form written content is the simplest, most effective type of content that can address the needs of site visitors at every stage of the marketing funnel. This type of content should form the bulk of your blog content to bring value to readers who are educating themselves about your product and want to see proof of its positive impact so that they might try it out for themselves.
Should you only have long-form written content for these kinds of posts? Not necessarily: infographics, photos, graphs, podcasts and other types of content are great for rounding up your informational articles and making them visually appealing. But if you want to save time and resources, here’s our recommendation:
Long-form written content brings many benefits, mainly in how versatile it can be. Repurposing it into another, more easily digestible piece of content is great for attracting new customers and re-promoting the original article to continue its journey down the content lifecycle.
This is how the most successful companies use their company blogs for business.
If you thought that simply a “Contact Sales” call-to-action button was going to convince customers to make a purchase, you’d be a lot more optimistic than us.
Converting site visitors to customers is a long haul, but using your blog for business is still a reliable source of organic conversion and improves brand expertise, authority and trustworthiness.
Here are a few best practices from company blogs we’ve seen ourselves from our years of blog copywriting and brand building, often from scratch, and how they can fit into your overall content strategy.
The best pieces of content aren’t the ones that are best written but rather best promoted.
Now that you know what type of content makes for great company blog posts, it’s helpful to promote and re-promote your content constantly. Your content marketing team should ideally keep you accountable for this.
If this seems challenging, there’s a solution — repurposing long-form blog posts into different formats and continually re-promoting them. This helps you market your products the smart way and make more of an impact rather than creating thousands of low-value content pieces from scratch.
It’s also a good idea to consistently keep your content relevant and updated. Company blog posts — no matter how well-written — can stagnate over time, even if they brought in a massive amount of traffic when they first went live on your website. This is because search engines are constantly looking out for the newest, most relevant content and only want to feature what’s the latest on the first page.
It's up to you to ensure that you’re constantly optimising and updating your blog content keeping in mind developments in your industry and the newest updates. By taking action before a piece of content loses relevance, you can drive even greater traffic by continually editing and re-promoting it.
Too many sites feature their company blogs all the way at the bottom of the page, where they’re scarcely noticed. If you’re planning on using yours to drive traffic, we recommend featuring them prominently on your website — preferably right at the top of your main page.
Visitors to your website should be able to scroll through your website and come away with a decent idea of what your product or service is all about without having to even look specifically for your blog.
You could also share topics covered in greater depth on your company blogs — such as the latest new features of your products, company updates and more — on your website’s front page to help with this impression.
It's a funny thing, content. Everyone wants it, and it's made blogs, magazines and the internet what they are today. A solid organic blog content base can educate your audience, build brand trustworthiness and make it more likely for your customers to convert — but you’ve also got to figure out who’s going to handle your blog copywriting in the first place.
For this, it’s best to assess whether you have the time and resources to:
At Say it right, we base our core service on monthly content packages.Our clients sign up for different service packages where we write either 2, 4 or 8 long-form pieces of content for them to publish every two weeks, every week or twice a week.
Ourblog copywriting experience is all about freeing up time from your end so you can market and sell your tech products stress-free.
If you’re curious about what booking one of our packages might look like and what services we offer, we’d love to hear from you. Drop us an email at firstname.lastname@example.org to get the conversation going.