Blog writing skills are an essential ingredient in any effective content marketing strategy and a popular one too with millions of blog posts published each day.
Being able to write clearly and concisely can therefore be an integral part of an organisation’s marketing and communications strategy.
By identifying relevant topics and subject areas to demonstrate expertise, this can show the value of an organisation or business and how it is capable of leading conversations via insights and advice.
Studying an online marketing course such as SAE’s Content Creation and Online Marketing can equip students with a thorough understanding of many of the core blog writing skills needed – copywriting, a knowledge of web publishing content management systems, Search Engine Optimisation (or SEO) and writing for social media are all part of this.
Contact our team to find out more about our degree – and read below for more on why blogs are so popular with today’s marketing professionals.
What is a corporate blog
A corporate blog is a digital publishing platform used by an organisation, business or corporation to underline its business ambitions.
Content is published online and can cover many different business areas – writers can share information about a particular department or solution, provide comments on industry news, products, services, and a company’s culture. The aim is to evolve brand awareness, build an audience and enhance perceptions of an organisation.
This could be part of a website or published on a separate platform such as Medium, Substack or LinkedIn.
What are the benefits of corporate blogging?
One of the benefits of corporate blogging is the opportunity to give insights into your business and how it’s run.
This is a chance to talk about the day-to-day operations, how you find resources, introduce your employees, and highlight experiences you want your customers to know about so you can enhance how your organisation is perceived.
Other blogging benefits include:
By using blog writing skills to regularly write articles and opinion pieces with your organisation’s unique perspectives, you can become known as an expert in your industry and on any topics aligned to your central product and business.
Educate your audience – deploying blog writing skills can be a way of sharing advice, insights and guides with your audience that can help them stay on top of the latest industry trends. If you help potential clients solve their challenges and simultaneously promote your own products, then your blog campaign is winning.
Blog writing skills can help a business or organisation foster a sense of community around them. There are huge positives to this – gaining greater loyalty, marketing your services and enhancing engagement with your audience. If you can create a blog which customers want to read whenever it is published, then this will have a positive effect on the popularity of your products and services.
What is the difference between a corporate and personal blog?
Corporate blogs are a powerful tool for businesses to share industry insights, news, tips, and employee profiles. The ultimate aim is for this online space to be like a shop window for a business where potential customers or clients can get a clear view of services and values.
Here are some examples of effective and popular blogs.
Money Saving Expert
Founder Martin Lewis has become the go-to guru of all things surrounding consumer finance which, during a cost of living crisis, is clearly much in-demand. His expert knowledge and takes on any financial changes that can impact consumers is incredibly popular and led to him becoming a regular on media and across broadcasters.
The Money Saving Expert is an online space where he can offer advice and insights from student finances to Christmas presents.
Hubspot
Hubspot is a customer relationship management (CRM) platform that helps businesses manage their sales, marketing, and customer service and also provides a content management system.
The business has invested heavily in its blog writing skills to position itself as a thought leader in all areas of the digital landscape from websites to sales and AI.
Some recent pieces include the 2025 State of Marketing Report and 6 Ways to Create an Outstanding Marketing Plan.
Ditto Music
Ditto Music is a global music distributor that helps artists get their music added to streaming services like Spotify and Apple Music. The company aims to support and work with emerging artists and has used its blog to share advice on initiatives and endeavours that may help them on their musical journeys.
Articles include How to Start a Record Label and a list of the best funds and grants new talent can apply for.
How to write a corporate blog
Blog writing skills can take different forms and students on our course will learn some essential do’s and don’ts when it comes to creating an article or piece of thought leadership.
Establish where you will publish
Businesses can create a blog page on their website or establish a presence on another website like Substack or Medium. Doing so will rank on Google for SEO, enhance searchability and organic traffic.
Determine the Focus of Your Blog
Your corporate blog can include different varieties of content ranging from guides to personal pieces from staff members. Some companies like to utilise blog writing skills from experts inside their business, others like to do guest blogs or guides. Remember, it’s usually those that are more focused on their theme and expertise that become most popular.
Map Out a Publishing Schedule
There are many different days and milestones over the course of the year which your blog can respond to. Perhaps you want your blog to celebrate business milestones or also engage with employee achievements. There can be a lot to include when creating content so a publishing schedule can be invaluable to work out the best times to create certain content pieces.
Start Posting
Once you have your content ready to go then you are ready to publish. Once you have, then remember to review the performance of your blog to check and see what articles resonate the most with your audience. You can use any insights from the analytics to inform the future direction and editorial strategy of your blog content. Good luck!
Study Content Creation and Online Marketing at SAE
Developing content that connects with audiences can be essential in today’s digital age for businesses and leading professionals.
With our expert team, leading facilities and creative community, studying our course in content creation and digital marketing can offer you a fantastic opportunity to take your career in digital marketing to the next level.
