Shop Talk: A Starter's Guide to Creating Your Company Blog

Q: "Can you offer any general advice on integrating a blogging arm into your company's social media strategy?"

— Jim Schweitzer, copywriter, The Sportsman's Guide

A: Great question, Jim. Lots of businesses are starting to try and get a grip on their social media strategy, and they're realizing that blogs offer many benefits acting as the hub.

A recent study from Pew Research shows the continuing growth and prevalence of search in our everyday lives. As marketers, it's your job to show up in front of the relevant queries that drive 
your business.

A comprehensive blogging program is the best way for organizations of all sizes to deliver relevant content to searchers. Many marketers don't realize that on average, 80 percent of all blog traffic comes from first-time visitors. Let this statistic drive your strategy.

I've seen retailers like yours enjoy amazing success by leveraging existing relationships via email, Facebook, Twitter and other channels to tell the stories of their businesses and products. Send trigger emails after a purchase and ask customers why they bought the product they did. How will they use it? Where will they use it? Don't think about reviews; think about stories. The oldest sales tactic in the book is the similar situation sale. Tell a story about how you've helped someone with a similar problem and I'll trust that you can help me.

Think plural as well. Not blog, but blogs — each targeted to a specific audience based on keyword research. You'll find not only do blogs drive amazing qualified traffic, they convert at rates you most likely will never see on a traditional website.

One final thought: You don't own Facebook. Things could change, but your blogs are yours. Make blogs the hub of your social media efforts, sending content to Facebook and Twitter from your social media hub.

— Chris Baggott is CEO and co-founder of social content distribution software provider 
Compendium Blogware. Reach Chris at cbaggott@compendium.com.