By Amanda Margozzi
The Hoffman Agency, San Jose
So, your new company or recently re-branded business wants to start a blog? Great!
A corporate blog can be a highly effective way to establish a company as a thought leader in its space while boosting the organization’s online presence. Seems like a win-win, right? Except, in order to launch a blog successfully, there’s a critical catch to consider before proceeding.
Content must remain non-promotional for the most part, especially the blog title, if you want readers to continue on past it. When it comes to the art of self-promotion in blogging, a little goes a long way. Here are the top three reasons why giving your corporate blog a title without a corporate name will set the right tone for the rest of your content:
1. No one knows your name.
Given that the modern Internet consumer has a shorter attention span than that of a goldfish, a Microsoft study found you have only eight seconds to make an impression with your website visitors or potential visitors.
If your blog title doesn’t succinctly and clearly capture what your company’s all about — and if your new or rebranded company’s unrecognizable name is in the title — chances are your visitors would rather spend their time leaving your site than figuring it out.
2. Industry keywords are more search-friendly.
In this digital world of endless content, consumers not only seek, but expect instant gratification. Loading the title of your blog with relevant industry keywords is one way to clarify your blog’s focus and rise above the noise, not to mention reap search engine optimization benefits.
For example, if you’re a semiconductor company, incorporate keywords like chip or module into the title so that visitors can tell just from reading the name of the blog exactly what it’s about and what they can expect.
3. Without limitations, the creativity floodgates are opened.
Without unique and valuable content, SEO is much less effective. Creating a catchy, meaningful, attention-grabbing blog title is obviously no easy feat, but trying to do so without the limitation of including an unknown company name makes it at least that much easier.
Remember, unlike marketing materials or earnings press releases, your corporate blog is a place for your company to be freely creative with language. The more clever your title (and content), the better!
Language conciseness and wittiness aside, the hook of a successful blog title essentially boils down to the human element. Would you be more interested in reading content on semiconductors coming from a blog titled “XYZ Semiconductor Blog” or “A Complete Guide to IC Manufacturing?”