Small Business: Keep corporate blogs fresh

It's easy enough to start a corporate blog.

The tricky part is keeping it fresh and interesting so readers will keep coming back.

If it's been awhile since you've given your own company blog a makeover, then you're at a serious disadvantage if you want to effectively compete with the already more than 150 million blogs out there, blogging experts say.

"The blogging bar has risen higher and higher," says Debbie Weil, author of "The Corporate Blogging Book" (Portfolio; $5.99 Kindle) and founder of Washington-based Voxie Media, a self-publishing company for business authors. "There's so much noise that the blog content has to be more original and compelling than ever."

That said, here's some tips on refreshing your own blog:

Re-examine goals. You may have started your blog with a certain intent in mind, but it may have gone off course or goals may have changed, says Weil. Re-examine the business goals for the blog and how they fit into the bigger picture in terms of marketing and customer communications, she notes. Remember, the intent should not be about making money, but about "connecting more authentically to your customers."

Find good examples. There's certain blogs that do a better job then others, says Weil, pointing to blogs like outdoor clothing company Patagonia (thecleanestline.com), which uses engaging texts/images. View other blogs to see what they're doing and check out sites like copyblogger.com and problogger.net for tips on writing better blog posts, says Weil.

Explore new media. Text is great, but today's society is visual, says Ryan Sullivan of Re viveMyBlog.com, a consultant in Spanish Fork, Utah. Consider using interesting photos, videos and information graphics, recommends Sullivan.

Teresa Ward, president of Teresa's Family Cleaning in Rocky Point, says the company tries to use compelling visuals with blog posts (teresasfamily cleaning.com/blog). "We branded ourselves as a retro company, so the majority of our images are retro-based," she notes. "It makes it pop out more."

Be design-cognizant. The look of a blog can have a lot to do with people staying or leaving, says Sullivan. "You want a design that is very content-centric," he notes. "You want a lot of clean lines and colors that represent your brand." Also pay attention to where you're placing content (ie. the top right of the page will garner more action then the bottom), he notes.

Produce compelling content. Fresh content is best, says Sullivan. "Very time-sensitive topics are also popular," he notes. Check out trends.google.com, which provides insight into search patterns and popular news topics, he suggests. In addition, prompt questions, add bullet points (readers are drawn to the listed nature of these) and be an expert, adds Michael White of WhiteMedia.com, a Huntington-based Web design, social media and SEO firm.

Stay consistent. If you're not going to commit to your blog, don't bother starting one, says White, who offers tips at his site. Post updates regularly -- loyal readers will expect and anticipate this, he notes. Develop a schedule and stick to it -- followers will catch on to your routine and continue visiting based on regularity, he adds. Teresa's Family Cleaning tries to update its site two or three times a week, says Margaret Nicosia, the in-house e-marketer. The company's marketing team meets weekly to brainstorm new blog ideas. "Sometimes you get blogger's block," quips Nicosia.

Share the love. To garner attention for your blog, post comments and interact on similar blogs, link to your site on another blog, and provide links to others blogs on your own site, says White. "You're building a friendship and building up your reputation to the blogging world," he notes.