A company blog is one of the simplest (yet effective) ways to promote your product to potential customers. It’s a direct line of communication to your audience. Not only can you promote your product, but you can use your blog to build SEO, deliver recent accomplishments, share your industry expertise, and show off your corporate culture.
According to a Hubspot study, B2B companies that blogged 11+ times per month had almost 3 times more traffic than those blogging 0-1 times per month. B2C companies that released blogs 11+ times per month got more than four times as many actual leads than those that blogged only 4-5 times per month.
Meanwhile, when your company culture and values shine through a blog, it can help with hiring the right people for your team. Blogs can be whimsical and light-hearted, technical and informational, or anywhere in between. You can let your audience know what kind of tone your company sets and what they can expect when doing business with you.
We’ve combed through countless company blogs and found some that are really killing the game when it comes to content marketing. If you’re thinking about getting serious about your company blog (and you should!), check these out first. We’ve even included specific posts that are great starting places for the most novice blogger.
MailChimp
Where else would we start but good ol’ MailChimp? The marketing automation platform covers everything from product updates and trends to team projects and local contributions to the community on their blog. No seriously, everything. They cover all of their PR and marketing efforts while making it fun and inspirational, like MailChimp always does. They publish educational pieces teaching everyone from beginners to enterprise users how to properly use their software, often offering insight into how a product works and even highlighting specific clients that have used the product to see success.
A good place to start for product announcements — Announcing Free Marketing Automation for Everyone
This blog post is a great example of one of the core pillars of company blogging: company announcements. When MailChimp announced free automation for every tier, you could find the details right on their blog. You didn’t have to search for a press release or dig through complicated product update language, you saw it from them first and even got a little insight into the decision-making behind the release. They took control of the message from beginning to end.
SolTech
Software solution company SolTech effectively uses their blog to engage potential customers that are interested in software development and help them approach their next project. Many of their posts will resonate with people who have existing software projects, those who are most likely to engage with SolTech’s products now and in the future. But fret not, beginners. SolTech has blog posts for you too, from how to get the best out of a software firm partnership to basic terms you may not know about as a non-developer.
A good place to start for a strong use case overview — How Do I Get My Software Project Developed?
This post showcases the company’s strengths — it teaches you what SolTech can do for you, while remaining educational and not sales-y at all. They summarize the different approaches for developing software projects, bringing in readers who may just have an inkling of an idea for a project. Whether or not they’re ready for SolTech, the blog piece is still a great resource.
Hull
Hull, a customer data management platform, knows that users are companies trying to perfect their marketing efforts. Hull likes to publish content helpful for marketers everywhere — covering many different types of marketing, not just automation. Since their software integrates with so many platforms, they make sure potential consumers can identify how Hull can fit their needs. From account-based marketing to content marketing, they’ve got you.
A good place to start for a customer-centric educational blog — Don’t Be Boring! How to Craft Content to Engage
Ask any marketer — content is king. Hull serves as an educator to teach marketers the best practices. This post dives into the intricacies of building good content that will engage your audience and provide you with a multitude of leads.
SalesLoft
Sales development is the heartbeat of SalesLoft. From downloadable e-books to research findings and sales rep training tips, SalesLoft provides resources for every salesperson, no matter the industry. Their expertise shines on their company blog. You can take that new lead from prospect to conversion by just reading a few pieces they offer. Whether you’re trying to close via email, phone, in person, or with a team, there’s a blog post for that.
A good place to start for a blog that makes a complex subject simple — 5 Simple Ways to Increase Your Email Credibility Today
Having issues with your open rates and engaging with customers? SalesLoft gives you tips on how to look more authentic and add a human connection to your emails. They recognize tactics as simple as adding a headshot and linking to social media. If you’ve done that, don’t worry — they’ve got plenty more for you.
FullStory
FullStory does just what their name says — gives you the full story on each lead. With a little scripting, you can track your customer journey, user flow, and get key insights to your UX. Every problem that has led a user to them is covered on their blog. From Form Abandonment to searches and bug fixing, they have covered these issues extensively. FullStory does a great job at showcasing the problem and solution because everyone isn’t UX savvy.
A good place to start for a user story — Just starting up? “FullStory is like a Free UX Researcher on the Team”
A real user provides detail on how FullStory helped him cut down bounce rates and gives insight into his company’s journey using the tool. This piece help users identify their problem and find a solution (FullStory) without being gimmicky, since it recognizes an actual user of the platform. This blog piece serves as a great testimonial as it helps attract potential customers undergoing the same issues.
QASymphony
Quality Assurance is something that comes across in all facets of QASymphony’s company culture. The product delivers quality software, but with their blog you get quality resources as well. They have posts for other software testers and developers plus company news and research findings. QASymphony listened to their audience of over 20,000 readers as most of the posts are technical in nature and provide essential insights into software testing.
A good place to start for all the right things — QASymphony’s 10 Hottest Software Testing Blog Posts of 2017
We simply couldn’t choose the best post in their company blog, but luckily QASymphony did the leg work for us. Get a taste of their best blog posts from just this one — from functional testing to software development resources 101.
