When we mention the word “blog,” as in “your website should have a blog” to our industrial SEO clients, in many cases, their eyes start to glaze over.
People working for manufacturing companies or other industrial businesses don’t see the connection between a blog and good PR for their company. But, a blog provides an easy passage to ongoing communications with a company’s customers and prospects in an easy-to-use format.
Consider that most companies use their websites to communicate about their products and services and, that in most cases, companies face lots of competition for delivering those products and services to their intended clients.
A blog is a tool that can be used to add context to what your company says it offers. Not only does your company sell “Product X,” but we’ll tell you the best way to maintain Product X, find accessories for Product X, the history of Product X, the next trade show where we’ll be exhibiting Product X and tips for getting the best ROI from Product X.
Each of those topics can be a blog article that not only promotes Product X, but also builds credibility for your company as an expert on the topic. That’s a really important SEO concept as Google ranks sites based on their authority in a particular industry, using the company’s own web pages to determine how important that company is within its industry (compared to competitors) and how well the company knows its industry based on in-depth content.
A blog enables a company to easily continue building on the theme of authority within its industry; unlike websites, you don’t have to worry about where to shoehorn in additional pages on the site.
Additionally, blog articles enable your company to speak to customers in multiple voices – you can ask employees representing different departments to contribute articles that address issues of concern to your audience. That helps spread around the workload and enables the employees who are front-facing in your business to build on their business relationships in a more public forum.
Pilot Fish SEO clients have begun to see the light, particularly once they see the number of page views that certain blog article topics have generated.
For example, item Southeast, which designs and builds custom machines, lean production systems, ergonomic workbenches and factory stairs and platforms, recently found that two of its blog articles were among the top 10 pages viewed on its site.
Highlighting projects, such as this one on a custom work stairs and platform system for a U.S. manufacturing plant, not only helps the company promote its products and services, but also enables them to detail why businesses come to them.
Tips articles further solidify your company’s knowledge in a specific arena. For instance, Total Grinding Solutions’ expertise in centerless grinding.
The manufacturer of new centerless grinders regularly posts usage and maintenance tips, like these:
- Quick Guide: Installing a New Centerless Grinding Wheel
- 10 Things Your Boss Expects You to Know About Solving Centerless Grinder Errors – Part 1
- 10 Things Your Boss Expects You to Know About Solving Centerless Grinder Errors – Part 2
The Internet provides an unprecedented amount of control for companies to create and deliver their message. Blogs are one great tool for mastering your communication with customers and building good SEO content in the process.