In the meantime, many companies have their own blog and try to exploit the possibilities and potentials offered by so-called content marketing. I have been blogging for more than 2 years now and am in good contact with some medium-sized companies on the topic of business blogging. These tips for building a company blog i would like to summarize below.

Reading tip: agile marketing

Find topic

First of all, it is important that the blog has a clear theme. The blog serves to present the company as an expert. So there should be a few topics that are dealt with in depth and in depth. For example, I have set myself digital leadership, work 4.0 and agile organization as a topic and have now produced 40 articles for each area. This has the advantage that a reader finds a lot of information in one place and also rank you with the big keywords. For example, Work 4.0 is searched more than 25,000 times per month. It wasn’t until I wrote about 30 articles about it that I was also on page 1.

Here are some examples of what topics could be for a blog. For simplicity, I recommend taking the business areas that your company has. For example, an IT consulting company can write about software development, agile methods and automation, or a management consultancy on organizational development, process digitization and leadership.

Write articles

Now all you have to do is write articles. It is important that these provide added value for the reader and provide specialist expertise. I often experience that agency articles lack the necessary practical experience. A royal way is for your experienced employees to write articles and formulate them in key points, so that an agency can formulate them and bring the necessary journalistic spice to the articles.

Reading tip: Write blog articles

SEO and Traffic

Now you need to optimize your SEO articles. Here you will find numerous guidelines on the Internet or let you make it an agency. It is important that each article has a special keyword. To do this, do an analysis of keywords. It usually makes sense that you choose a large keyword for the category (e.g. agile methods or digital leadership – from 10,000 searches per month) and lots of smaller keywords (100 searches per month) for the articles.

Reading tip: SEO tips

As an example, we take my category Digital Leadership, which has keywords such as e-leadership, leadership 4.0, generation management and many more, which are more or less part of the topic of digital leadership. Use the Google Keyword Planner for such research.

Reading tip: Find keywords

Now it’s time to stick to it. Fill their categories and you’ll rank some day at a big keyword. Once you have achieved this, you will be seen as an expert in this term on the one hand and you will have a lot of visitors on your side on the other. However, this can take up to a year and you should already have at least 100 articles on your blog.

Call to Action

Of course, a company should also benefit from a blog. For this to happen, you should define a clear call to action for your blog. For example, a customer may contact you. I’ll show you this by building an article on SSL certificates.

The first step is to define SSL and show the different types of certificates. They therefore offer added value and underpin this with examples of application. Now you could end up saying: Need help your SSL strategy? Then contact our expert XY in Munich.

Thus, you have a clear and measurable call to action. So your blog will now generate leads for you. You can also do the reverse with Recruiting by asking the applicant to send a message. It is important that the Call to Action is also demanding and not too soft. You are welcome to advertise something at the end. Remember: when someone reads an article to the end, they mostly found it valuable and you gained the trust of the reader.

Tip: I’m happy to help you with marketing for your company


In this article I summarized my experiences of blogging and mixed it up with my observations with medium-sized companies. I think this guideline can be a first orientation for building a company blog. In short, the tips are as follows: You are looking for a topic that you will discuss in detail, write articles, optimize SEO and install a clear call to action.

Reading tip: Online marketing in small and medium-sized enterprises

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I blog about the impact of digitalization on our working environment. For this purpose, I present content from science in a practical way and show helpful tips from my everyday work. I am a manager in an SME myself and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the chair of IT Management.

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