{"id":16388,"date":"2016-03-22T07:29:25","date_gmt":"2016-03-22T12:29:25","guid":{"rendered":"http:\/\/exob2b.com\/en\/?p=16388"},"modified":"2016-03-22T07:29:25","modified_gmt":"2016-03-22T12:29:25","slug":"oh-no-i-have-to-write-the-company-blog","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/oh-no-i-have-to-write-the-company-blog\/","title":{"rendered":"Oh no, I have to write the company blog"},"content":{"rendered":"

Someone in your company has decided that in the interest of attracting more customers to the website and improving SEO, there needs to be a company blog. Not like the last one, that ended after a couple of posts. A real blog, once or twice a week, until the end of time.<\/p>\n

\u201cThis will be your responsibility. Let me know if you have any questions\u201d<\/p>\n

Oh, no.<\/h2>\n

The first thing you think is: \u201cThe company has plenty of content. Corporate brochures, product brochures. To start, I\u2019ll just repurpose that.\u201d<\/p>\n

Don\u2019t go there.<\/p>\n

Most product and corporate brochures are more or less lists of reasons why the product or the company is so great. No one will follow a company blog that talks about itself, and Google will penalize it, especially if the company name is in it too often. Using content like that for a blog would be like choosing to go through the wall to get to the next room instead of using the door.<\/p>\n

In this case, the door is what customers are interested in: how to solve their own issues.<\/p>\n

Find the pain points<\/h2>\n

Go out and find the customer pain points that pertain to your industry (customers, partner, or end user pain points). As much as possible find the customer pains that your company is able to solve, but not only those. Here\u2019s where you\u2019ll find them.<\/p>\n