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How to write a company blog post (with ideas and tips)
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How to write a company blog post (with ideas and tips)
Matilda French
22 August 2024
6 min read
Matilda French
22 August 2024
6 min read
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What is a company blog post?
How to write a company blog post for other employees
How to write a company blog post for customers
If you’ve got an update worth sharing, share it with everyone! Our handy guide will help you learn to write great customer-facing and internal company blog posts.
Is your new product going to change lives, or is your latest update so good that you want to shout it from the rooftops? Perhaps you’ve won an award, or you’re raising money for charity? These are all great reasons to write a company blog post.
But if you’re new to creating blog posts, you might not know how to put it together to get the best possible engagement. Let’s learn why you should be using blogs to boost collaborative teamwork and customer engagement.
But if you’re new to creating blog posts, you might not know how to put it together to get the best possible engagement. Let’s learn why you should be using blogs to boost collaborative teamwork and customer engagement.
What is a company blog post?
A company blog post is an article that is written with the purpose of updating people about what they need to know is happening in your company. They're easy for employees to access, often sitting in an intranet or company hub.
Blog posts are not just a way to deliver information about your products, or to be a show-off about your company’s latest achievement.
It’s a way to foster community, both internally (within the company), and with and between customers. As well as updates, company blog posts can also be a place to share tips and tricks that will help employees or customers.
Some excellent reasons to start (or improve) a company blog include:
- Building trust
- Keeping employees or customers up-to-date about what’s going on behind the scenes
- Sharing company culture
- Offering guides or tips for users of your product
- Establishing authority of knowledge in your space
- Boosting brand awareness
How to write a company blog post for other employees
It’s important to be mindful not to sell to your employees or co-workers, or reiterate information that they already know. Moreover, you (hopefully!) don’t want to bore your employees with dry blog posts that feel like work to read.
Instead, focus on areas that would be truly helpful for teams to know more about. Even better, get employees involved by offering them the chance to vote on subjects they’d like to read about, or even write their own posts.
Best practices
1. Don’t write like a robot!
Leave the plain talk for documentation, and write to your employees or fellow co-workers like the humans they are. Use images, GIFs, and polls to add some interest to your posts.
2. Let different voices be heard
Don’t let the higher-ups hog the proverbial mic. Give employees from different departments the chance to share their knowledge and opinions.
3. Be honest and transparent
Trust is important, especially when things go wrong. Take accountability for any mistakes when they arise, and clearly set out how mistakes will be prevented in the future - making sure to get the input of employees.
4. Share blog posts where your employees are
Post blog posts on your company’s intranet, for example, rather than dropping a link in an email that will likely get lost in the void.
💡Tip: If Confluence is used widely within the company, this is a great platform to share your blog posts!
5. Avoid over-posting or under-posting
Try to stick to a schedule for posting, aside from any time-sensitive updates. Posting too much means people will simply stop reading, while not posting frequently enough leaves employees feeling like they’re in the dark and disconnected from the wider company.
Topic ideas
- New product launch
- New product update
- Employee spotlight
- Company event announcements
- Results of employee feedback
- Landmark company changes, e.g. internal restructure; acquiring a new company
How to write a company blog post for customers
While you’ll want to let customers know about your products or services, there’s so much more you can share in a company blog. It’s a great place to share related information, such as recipes, tips, and updates, plus much more.
Keeping your brand values at the heart of what you post will improve customer trust - and loyalty! - in your business, too.
Best practices
1. Balance friendliness with professionalism
You don't want to put customers off with corporate talk, sure, but it’s also best to avoid being overly familiar - it comes across as cringeworthy.
2. Consider the brand image
Which three words do you want to come to mind when people think of your brand? Make your blog posts reflect these values in some way.
3. Make it accessible
Use simple language that is easy to understand, and choose a clean layout with easily readable font.
💡Tip: If you do have to include any jargon, highlight it with a tooltip to explain what it means.
4. Use feedback about what customers want to learn more about
Are there other questions that customers ask that aren’t suitable to include in your FAQ section? Or would some of the questions that you answer in your FAQ benefit from a more in-depth explanation or walkthrough? Use your blog to answer these questions and empower your users.
5. Ensure your blog posts are easy to find
Clearly signpost your blog at the top of your webpage, and use tags and a filter function so that users can find posts on topics they’re interested in. For extra engagement, highlight relevant blog posts in your newsletter, if you have one.
Topic ideas
- Behind the scenes
- New product launch
- Major product update
- Award announcements
- Charity fundraisers
- Guides and tutorials
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Written by
Matilda French
Content Marketing Intern
Matilda has a BA Hons degree in Creative Writing and Film and Screen Studies and is using her love of storytelling to create informative content that helps workers get the most out of their digital tools.
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