Like all dynamic and interactive Web-based communications, it is important to consistently revisit and refresh a corporate blog.

This evolution process allows an organization to derive more significant and meaningful ROI from its investment.  For starters, the blog can be evaluated based on any shifts in corporate strategy or sales/marketing focus.

Plus, a study of reader interaction gleaned from analytics facilitates key decisions about the blog’s structure, organization, presentation and promotion.

At Strategic Communications Group (Strategic), we’re in the process of comprehensive updates of blog sites we work on for Pitney Bowes Software, Polycom, British Telecom (BT), Decisiv and Blue Coat Systems.

Here are the three core areas we’re focused on as part of the refresh:

1.  Design, Layout and User Interface:  ensure the content presentation, flow and cross-promotional activities facilitate readership and an increase in page views per visitor.

2.  Editorial Strategy and Its Connection with Key Sales Benchmarks:  drive key sales metrics related to lead generation, lead introduction, prospect cultivation and deal capture.

3.  Social Promotion and Key Word Tagging for Organic SEO:  appeal to a broad community of readers for awareness and credibility.