If your company has a blog, one of the best things you can do is make sure that blog is seen as a source of authority content in your niche or industry. Why? Because people trust authority blogs. They come back to them time and time again. And they tell other people about them. That means more traffic, a larger community, and more reach within your customer base. Authority sources are also more likely to attract wider attention, such as for media interviews.

But how can you make your business blog an authority blog in your niche? Here are a few tips to point you in the right direction.

Talk About More Than Your Company

There’s nothing wrong with company-focused blogs. For example, support blogs can be popular resources when customers need to be kept up-to-date on problems. Web hosts are an example of a group that tends to use this blog model effectively. But it’s not how you make an authority blog.

If you want people to see your blog as an authority source, you need to talk about things they care about rather than only talking about yourself. Major company news? Sure. But don’t plaster every tidbit on your business blog. Have a dedicated news section for that. For an authority blog, focus on giving insight into serious issues your customers and industry peers care about.

Don’t be Anonymous

There’s also nothing wrong with having more than one person write content for your company blog. But don’t go with the anonymous “we’re all one big group” mentality. If you want readers to trust your content and view you as an authority source, it’s better to include names. Some companies need to hire a professional blogger to help them out if they don’t have staff available to manage the business blog. If that outside writer is an authority source in their own right, make them by-lined rather than having them ghostwrite your blog content. If you have company reps well-known in the industry, try to get them on board with the blog. Any existing authority you can throw behind the blog can help.

Get the Head Honcho on Board

Sure your company’s owner, President, or CEO is busy. But precious little will lend more authority to your company’s blog than having the guy or gal on top directly interacting with readers. Even if they’re just an infrequent contributor and others manage the blog on a more regular basis, attention from them can get the attention of others.

These are just a few business blogging tips to get you moving in the right direction. Having your business blog recognized as an authority source of information in your industry can be the difference between blogging for the sake of blogging and seeing a real return for your blogging efforts.

Do you need help with your business blog? Hire a freelance blogger who can help you get the industry attention you deserve.

Jennifer Mattern
Jennifer Mattern is a freelance blogger, business writer, and PR consultant specializing in working with small businesses and independent and creative professionals. In addition to writing for others for 20 years and having 17 years experience in PR and online marketing, Jenn has been blogging for 15 years and runs several blogs of her own including All Freelance Writing, NakedPR, and Kiss My Biz.

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