Blogging is the foundation of most content marketing strategies. Maybe you have a blog of your own on your business website. Just when you had grown accustomed to posting and finding topics for your audience, someone comes along and tells you that you need another blog,
It’s becoming common practice for businesses to have multiple blogs. But is this strategy a good move for your business?
Why Have Multiple Blogs?
Managing one blog can be a challenge – why would you want to manage multiple blogs? What it ultimately comes down to is your goals.
Having more than one blog can give you an opportunity to achieve different goals.
Different Strokes for Different Folks
One of the primary reasons businesses launch multiple blogs is to target different audiences. Each blog is geared towards a different target audience.
Law firms are a great example of this. Most firms have more than one practice area, so creating a blog for each area can help the firm target each specific audience. Ankin Law Office uses this exact strategy. Along with the firm’s main website, it also runs thechicago-injury-lawyer.com, which includes posts specifically related to personal injury. The firm still has a contact page as well as its phone number and address listed on the website to guide visitors to the firm for help.
What if you’re not a law firm? What if you run a consulting firm? Maybe you have different types of clients. You might work with sales people and you may also work with agencies. Each client has its own unique needs, so creating a blog geared towards each audience will help you better target them.
Each blog gives you a chance to target different search terms for better overall
Let’s say you want to improve your rankings for a certain search term, or group of related terms. It will be much easier to reach your goal with a blog dedicated entirely to the subject than it will be on a blog that includes a myriad of topics.
Maybe you like the idea of having multiple blogs, but you’re not sure what to focus on with each one. Here are some ideas:
News blogs are great for posting company announcements and developments. Company information can be posted on a news blog as well as press releasees. These types of blogs are a bit more formal in nature, but will appeal to supporters and/or investors and will not turn off your regular blog readers.
A separate news blog will target people who are interested in learning about your company and its accomplishments. For larger companies, this blog can also be helpful for announcing promotions and other internal developments that staff members may be interested in.
Because this is a separate blog, you can still set up email notifications and start building a list of an entirely different nature than your customer-related list.
Maybe you run an agency or company that focuses on different things, like the law firm example above. Separate educational blogs can help you establish authority and build trust with visitors. If you were to run a single blog focused on multiple topics, visitors will assume that you are a jack of all trades and a master of none.
Informational, or educational, blogs offer value to readers and will help you build followings in different areas.
A Frequently Asked Questions (FAQs) blog will allow you to provide readers with very detailed, specific information about your products and/or services. This type of content may not fit well on your regular business blog.
The users of your products and/or services will be the target audience of this type of blog. The content can focus on details of how to do certain things.
There are many ways to find topics to address in your FAQs blog:
- Ask your support staff
- Ask your customers
Find out what problems or questions customers and users have about your products and/or services. These questions and problems can be addressed in the FAQs blog.
The great thing about having this type of blog is that it gives you some insight. It may not necessarily help with
An office blog is similar to a news blog in that it’s related to your company, but this type of blog would be more focused on humanizing your brand. The tone and topics of posts can be more casual. The goal is really to take potential customers and/or clients behind the scenes to get to know your staff and the inner workings of your company.
Posts can include:
- Interviews with employees
- A behind-the-scenes look at the office
- Discussions about new product or service launches
Video content works really well with this type of blog.
You have a team with different opinions, ideas and perspectives. Use that to your advantage. A team blog can include team members writing posts related to the industry and/or company.
A managed team blog will allow employees to share their experiences and thoughts on what the company is doing and where it’s going. This type of blog can be helpful in building a good reputation as an employer and for hiring new employees.
It’s also just a great way to simply include a variety of different perspectives and ideas into a blog.
Creating multiple blogs may be beneficial for your business, but do be mindful of not going too crazy. Creating too many blogs will only cause confusion and chaos in your posting schedule. Likewise, trying to manage several blogs at once may not be a good idea if you already have difficulty posting regularly on your main business blog.