The Do’s of Corporate Blogging

CB imageIf your company has decided to cut corporate blogging out of its content marketing strategy, you might want to reconsider. Allowing companies to reveal a bit more about the brains and personalities behind the brand, blogging offers businesses the advantage to initiate unique conversations with customers, unlike traditional marketing channels.

“A company blog is a venue for clients and lovers of the brand to feel personally connected to the company. It’s an opportunity for consumers to be heard by a company or brand and to be kept in the loop on their own terms – ultimately forming a two-way, insider relationship that benefits both parties,” said Digital Strategy and Marketing Director, Clara Swanson of GillespieHall.

The “2014 Hubspot State of Inbound” report mentions, “companies that blog are 13x more likely to generate a positive marketing ROI.” So what are you waiting for? Follow these corporate blogging do’s and start reaping all of the benefits that blogging has to offer to your business.

The Do’s

Establish your brand’s voice and personality
Before a company moves forward with posting on any social media outlet, they must first establish their brand voice. Choosing your brand’s voice is a very critical step because it goes hand-in-hand with your brand’s personality, and how you will execute the content you plan to share. First, think about the type of business and industry you are in and the most commonly used lingo within this market. Ask yourself, how does your audience interact with one another and how do they like to be approached and spoken to?

Perform keyword research
Just as bees seek quality pollen, your readers seek superior content. Tagging your blog posts with the most effective keywords helps to guide readers to useful and relevant information. “Corporate blogging is an opportunity to connect with your target market on a personal level and establish a place in the market. Blogs are also critical for search – keeping your company fresh in search results, and appearing in a wider range of search results relevant to your product or service,” said Swanson. A definite way to ensure that your content is reaching your desired target audience is to create effective search engine optimized content. Try using Keyword Tool, it helps you generate over 750 keywords from Google autocomplete. Also, embed links into your blog posts that steers readers to previously published content. If you’re looking to maximize your PR efforts through search engine optimized content, check out this previously published post on PPRA’s blog, “How Search Engine Optimization Benefits the Field of Public Relations.”

Update regularly.
It has happened to us all. We surf the web and come across blogs that are completely outdated or are not regularly updated. What kind of impression does this blog leave you with? Think of your content as a store’s inventory. Don’t just offer your readers last season’s trends, fill them in on what’s hip now and keep them in-the-know with consistent blog content. “Not investing in regular blogging is a major lost opportunity in any industry. Blogging, approached strategically, can bring amazing benefits to any company willing to invest in the process. The key, though, is the quality of the blog content and the commitment to producing valuable content on a regular basis,” said Swanson. The first step to corporate blogging strategically is to create an editorial calendar that includes your blogging and posting schedule, as well as brainstormed topics and special events you can incorporate your content around.

Feature guest posts from all staff members
Allowing staff of all levels to regularly contribute to the company’s blog acquaints your customers with the thought leaders that are the force that drives the brand they love. It provides diversity to the reader because they can now receive insights from employees of different departments. Each employee has something valuable to offer to the blog. Make sure to answer consumer questions or leave them with thought-provoking conclusions.

This post was written by PPRA member Renee’ Velez. Renee’ currently serves on PPRA’s Communications Committee as the Blog Chair. She loves all things social media and is currently seeking opportunities in the PR industry. Follow Renee’ on Twitter @rvelez88. Special thanks to the GillespieHall team for the insightful feedback on corporate blogging.

PPRA Content Marketing Luncheon Recap


The panel from left to right: Dave Armon, Chief Executive Officer of, Kim Harmsen, Vice President of Gregory FCA and Joshua Palau, Senior Director of Digital Communications and Social Media at Comcast.

The worlds of earned and paid media are colliding and we have to brace ourselves for impact by learning the value of tactics like native advertising, content marketing and sponsored content. At the latest PPRA luncheon, “WARNING: Communication Turbulence Ahead. Content May Shift” experts from, Comcast and Gregory FCA spoke on the topic.

Gregg Feistman, professor at Temple University with more than 30 years of public relations experience, moderated the conversation.

Kim Harmsen, Vice President of Gregory FCA, started off the set of three presentations with a look at the content marketing efforts her agency employs for its client, Penn Mutual.  Harmsen highlighted the different areas that Gregory FCA focuses on for Penn Mutual including social media, a blog and press releases. Her team focuses on communicating a corporate narrative across these channels while displacing myths about life insurance. Examples of these myths are that millennials aren’t interested in purchasing life insurance and that the field is not female-friendly. The team at Gregory FCA also works to have Penn Mutual’s content published elsewhere, like insurance trades.

Dave Armon, CEO of, delved into how his company works with both brands and publishers to create a harmony where the two intersect. He mentioned examples like Help A Reporter Out and ProfNet as well as an instance where Netflix bought a pull out spread in the New York Times to advertise Orange is the New Black using the advertorial method. Armon spoke on the importance of labeling sponsored content. Many consumers may feel deceived if they realize the words they are reading from a publication were paid to be placed there. However, studies show that as long as the content is labeled honestly and it reads well, individuals will view it as a credible source.

Joshua Palau, Senior Director of Digital Communications and Social Media at Comcast, showed the luncheon group the website that Comcast uses to create and share its own content. Palau noted how it can be difficult to get the right messages and voice across through third party media outlets, so websites like that are crucial for a brand. He also pointed out how even Google is trying to blur the line between paid and organic reach by trying to get users to click on advertised content at the top of their search feeds. Comcast’s website is the place that outlets like the Verge and Tech Crunch are going to get news for their own sites, showing how useful brand journalism has become for all involved.


  • Use content marketing to communicate your narrative
  • Clearly label sponsored content to maintain honesty and credibility
  • Publishers are starved for revenue, they are more than open to working with brands

How do you see the intersection of earned and paid media impacting the field of public relations? Share your thoughts about the pros and cons of sponsored content, native advertising and content marketing below.

This post was written by London Faust. London is an Account Representative at Bellevue Communications Group, a public relations firm specializing in media relations, crisis communications and issue management. She is forever #TempleMade,class of 2014. Follow her personal ramblings on Twitter at @londonfaust or her professional doings at @BellevuePRPhl.