You have a blog, and it’s going well—you’re able to keep up with posting a few times a week, and have even convinced different team members to chip in once in a while with a unique perspective. And the blog
is driving new traffic and new leads to your company’s website. So if things are already going well, why would it make sense to add a second blog to the mix?
Actually, adding a new blog to your website has several benefits, as long as it doesn’t stress your team or max out your resources. Having more than one blog allows you to:
1) Segment your audience more logically. If your business has more than one customer set (service provider AND enterprise, for example) you already may be finding it difficult to find topics to serve both. In fact, you may have started labeling blogs with different types of headlines or tags anyway. Separating your main blog into two individual blogs that serve specific customer sets allows you to provide content that is specific to that particular audience. They’ll get content that is consistently applicable for them, and value that content even more.
2) Develop new voices for your company. If your blog is consistently authored (or ghost authored) by one person, you’re missing a great opportunity to cultivate a legion of thought leaders within your company. Yes, you can do this with a single blog. But having more than one blog allows you to segment these authors based on their skill set, for example, an industry blog and a product blog. Or a corporate blog and a technical blog. As you start to develop these voices, you’ll also find the content they write is useful for other parts of your marketing department, such as completing awards applications, speaking applications, abstracts for contributed articles and pitches to the media. You’ll find more and more ways to repurpose this content, and you can also turn to your blog for additional ideas during slow periods in the PR cycle. Plus, you’ve given these new bloggers a writing history that also helps with things like contributed articles and speaking opportunities.
3) Drive additional traffic. As you know, blogs are great at driving traffic to your website, especially if you’re writing about topics that people have high interest in. It’s assumed that if you’re maintaining two blogs, you’re creating more content and therefore driving additional traffic. But don’t feel like you have to double your content. If you have topics that apply to both audiences, feel free to modify the post as needed for the specific audience and post to both. Make sure you modify the headline and text slightly so the search engines don’t penalize you. Another way to drive traffic is to create links from one blog to the other where it makes sense.
However, don’t expect that by adding a second blog, you’ll double your traffic. It doesn’t exactly work that way. Just focus on creating great content using the keywords important to your company, and you’ll start to see results. Need a little help with content? Check out Calysto’s ContentPlus product; our experienced team of writers can help produce the content that drives results.
