The 4 Essential C's in Corporate Blogging

Blogging is essential to a brand’s content marketing strategy. It allows the brand to communicate directly with their target audience, showcase their expertise, and illustrate where they stand on certain issues, debates and ideas. More importantly, corporate and company blogs are a brand’s voice and the perfect method in establishing their position in a marketplace. It’s also a cost-effective way for a brand to carve a presence on the Internet.

With all these advantages, brands (both big and small) still have trouble starting, maintaining and building an effective blog. Like all content marketing methods, blogging takes time and resources, and certainly dedication. Here are four issues brands encounter when blogging, and how to go about solving them:


One of the more common issues with blogging is keeping the project consistent. Both the voice and frequency of the updates should be maintained in order to build a readership and gain customers. An editorial calendar is a great way for planning when to post and who should be posting.

Many blogs also establish a blogging policy to keep the voice, feel and look of the blog consistent. In this blogging policy, a style guide, spelling and linking policy should be established. For a well-rounded blog, more than one contributor should be considered for a variety of perspectives, but they should be organized in a manner that maintains a brand’s overall message and feel.


A company blog must be credible in order to build trust and customers from their readership. In addition to answering questions on their own services and products, a brand must showcase their expertise in other areas of their niche market. This includes the recent trends, ideas and products from their competitors.

A great way to build credibility is to source and quote other thought leaders who support the brand’s perspective. For experts who refute the brand’s message, a brand can respond with a detailed blog article.

To bolster a brand’s message, companies should also incorporate statistics and graphs in their blog entries to depict their products and services’ success. They should also consider opening their blog to guest bloggers who are experts in the brand’s field. This will allow readers to be exposed to thought leaders that support the brand’s stance and add credibility to the brand’s reputation. Include summaries on conferences and meetings, as this illustrates a brand’s involvement in their market and being ahead of their niche.


For brands, deciding the content creators for their blogs can be a challenging, however there is quite a simple solution for this. The most effective method to maintaining a blog’s performance is to have the brand’s employees be the content providers.


Since no one knows a brand better than the employees themselves, having employees be the bloggers will keep readers and customers informed and knowledgeable about the brand. Moreover, all employees are different, and this lends a variety of topics and voices that will bring depth to the company blog. This is why a blogging policy is necessary, as it keeps the different voices focused on a specific topic.


Perhaps the greatest issue for company blogs is providing engaging and useful content. By keeping to an editorial calendar, contributors to the blog will have prepared ahead of time the topics that need to be addressed. These topics can be challenging to find, but not impossible. Brands should look to the latest trends, news or ideas in their market and write an article on their perspective.


For brand-specific topics, bloggers can address the queries and issues from customer e-mails and comments on the blog. Brands can also respond to another article they’ve encountered. Additional ideas are to interview thought leaders and employees, which is a great way to introduce a company’s team, and to give tutorials on how to use their products. How-to articles are a great way to engage readers.

Your Turn

Brands who choose to blog are also choosing to engage with their customers. By being open and trustworthy on their blogs, brands are building relationships with their readers and clientele. Brands should always remember to be human when writing blog articles as audiences relate more to honest voices.

As there are a lot of blogging issues brands encounter, we can discuss them in the comments below. Share your issues and solutions, and we’ll tackle them together!

Tags: blogging, blogging tips, Blogs, brand, consistency, content, Content Marketing, contributors, credibility