Why Do You Need a Company Blog?

Kate Jones

Hi there, Kate Jones here. I’m the Digital Marketing Specialist here at Informz and as of a year and a half ago, I did not have any blogging experience.

Email campaigns, social media, website, sure check those boxes but blogs? I wasn’t too familiar with corporate blogging or why it could be helpful.

Well fast forward to now and I am the current Informz blogging fanatic. I LOVE our company blog and the ability it gives us to show our personality, who we are, what we do and how we can help our audience.

In 2017, we are taking a new blogging approach to give you a first-hand look at each member of our marketing team’s learning experiences. Let’s face it, in our roles as marketers we are constantly overcoming challenges and testing out new ways to get results.

Well, this year you will be getting OUR first-hand experiences of lessons learned, failed attempts and tips that really brought our marketing up a notch.

Okay, on to blogging (and why I think it’s so great).

Regardless of your current blog status (non-existent, mediocre or in need of a boost), we hope that THIS blog will leave you inspired. We’ll dive into why we have a blog and the overall purpose of the blog.

Are you ready? Let’s journey into “why a blog is awesome” together.

The Informz blog is an essential element of our content marketing strategy for oh so many reasons.


1. Drive website visits and form submissions by becoming a trusted source for useful, relevant content.


Want a great way to show your personality AND provide useful content your audience will find helpful? Say hello to a company blog.

Blogs provide a quick and easy way for you to get information to your audience in an easy to read format. The key is, if they can skim it and gather the information they need, it’s probably a great blog!

Focus on the blog being a sales-free zone and purely creating relevant, insightful content.

Think about the specialists within your company who have tips and information to share. Do you think your audience would find first-hand information from your internal experts helpful in achieving their goals? If so – start sharing! We share blogs from our design and deliverability experts.

By providing the information your audience is looking for, you, in turn, get happy clients and visitors who are able to get the most out of your product or service.

P.S. Don’t forget about guest bloggers such as partners and other industry experts to further extend your blogs reach!


2. Blog content is easily shareable across all channels and therefore can help increase the reach of your message.


As the social media manager here at Informz, I am continuously looking for great information to share. Each time we post a new blog at Informz I am able to quickly and easily share it on our Twitter, LinkedIn and Facebook accounts.

This gives us greater reach by using hashtags and allows our social followers the opportunity to see the blog even if they are not blog subscribers.

Blogs are also easy to include in email messages which link your audience back to your website. AND if you have a handy tool like Informz Web Tracking, you can get known users from your audience clicking on your email messages that link to your website. This allows you to get an understanding of what information your subscribers are interested in so you can provide more of what they love.

We also have a subscription option so that readers can get our top blog posts sent to their inbox each month. Useful information sent right to your inbox? Yes, please!!

Email, blog, website and social media are great platforms that can support each other in your content marketing strategy.


Best of all, it is so much easier to share a link to a quick blog post than to try to send PDFs.


3. Increase page views and session duration.


Our blog resides on our company website which makes it very easy to send readers to other relevant blogs that are linked within the blog they are reading and even product pages on our website.

This keeps readers on the website and interacting with content they will find helpful.

Also, by housing all of the blog information on our website it allows us to see web statistics and understand what materials are popular and what does not get much traction. This helps us focus on topics that are important to our audience.

Proper tagging and metadata will also increase SEO, resulting in better google rankings, leading more people to your content.


4. Use the blog to extend the life of your content.


So often we invest lots of resource in creating great content like ebooks, whitepapers, videos and research reports. But often after the initial release, they sit on a “shelf” just waiting to be discovered. A blog offers you a channel to continue to promote content by allowing you to create multiple posts that promote the content like point of view posts, excerpt posts and more.

There are endless reasons to have a blog and even more ways to leverage your blog. We hope you are able to use your blog as a resource to provide value, increase subscribers and become a trusted resource to your audience. After all, doesn’t everyone want their audience to be happy with what they are producing and keep coming back for more?

Good luck and happy blogging!

Ready for more first-hand accounts of what we’ve learned along our marketing journey? Check them out here.

About the Author
Kate Jones

As Digital Marketing Specialist at Informz, Kate manages the company website, social media strategy, press releases and marketing collateral. Outside of work you can find Kate chasing her toddler and dog and laughing at the chaos with her husband.