Every company and organization should have a blog. Not only does it play a massive role within your content marketing strategy and generating new leads, but it plays a substantial role in helping you regain control of a crisis.
How to strategically use your blog in a crisis
Publish your FAQ
Your FAQ plays an important role within your social media crisis plan, and your corporate blog is the best place for your FAQ to be published.
For more information on the role your FAQ plays within a crisis, what to include within it and more, click here.
Publish your official response to the crisis on your blog
Even if your blog is not where the social media crisis originally broke out, it’s still wise to publish – be it a copy or a more thorough version of – your official response to it.
Link to it from your home page and other channels
When you do it right, tons of important information regarding the crisis will be published to your blog, and that’s the type of content you want your customers, fans and readers to find easily. Here are some ways to make sure that your content is easily found by all those searching for it:
- Set up a temporary banner on your website’s home page
- Link to it from your other social media channels
- Include the link within your social media platform bios
- When you respond to your customers’ and fans’ comments, be sure to provide them with a direct link to where they can find more information (your blog)
Benefits of leveraging your blog in a crisis
It’s no secret that blogs are a great way to dominate the organic searches, and if your organization has an active blog, odds are it already has a good position within the search engine results pages (SERP). Publishing important content to your blog in a crisis will allow for your side of the story to be seen by a maximum amount of searching individuals.
Besides from SEO, your blog has subscribers. This means that each time you post a new press release, FAQ or response to your blog, those subscribers will receive it directly within their inbox or reader.
Inviting and encouraging conversations and discussions to take place on YOUR platform means that they’re less likely to take place or occur on another platform that you:
- Don’t know about
- Have no control over
However, in order to do this, you will have to be sure to enable your blog posts to receive comments.
If your blog is set up with sharing buttons, then your reach is amplified.
Note: Be sure to include a call to action (CTA) that invites readers to share the content with their own social graph and colleagues.
If your reach is wide and your content helpful, informative and human than new-comers will subscribe to your blog to receive crisis-related updates directly in their inbox, which translates into new blog subscribers and open opportunities for further connecting once the crisis has been resolved.
A corporate blog offers you many advantages on a regular basis, but a corporate blog used wisely in a crisis will amplify your company’s voice, help you regain control and offer you opportunities that will help you resolve the crisis quicker and more efficiently than if your company or organization didn’t have a blog to utilize.
How about you?
Does your company or organization have a blog and is it part of your social media crisis plan? Share your comments with me below!