Is your business blog making your company look bad? I’ve been working with a content marketing client, who asked me to look at business blogs across a range of industries, and create a report.
Yesterday, we looked at content marketing mistakes and how to fix them in a slide deck. Today, let’s look at some easy tips to make your blog work for your business.
Some companies do a fantastic job of integrating their blog with their overall marketing. They get it. A blog isn’t an obligation, or something “for the search engines”. It’s a publication. Consider blogging to be instant publishing, and think about your most recent blog post. Is that post something you’re proud to publish? Would it work as a brochure?
If publishing a blog post were as expensive as publishing a brochure, business blogs would get a lot more respect. Many companies blithely push blogging and social media onto their least experienced employee. Not a good idea.
Each and every blog post is a gateway to your website. It represents you, and every post, no matter how short, can work for you.
Let’s look at some tips.
1. Publish real content: forget junk content for “SEO”
If someone says to you: “a blog is good for SEO”, ignore them. The days when shoveling junk onto the Web in the hope of getting search engine rankings have LONG gone. In fact, those days never existed.
A lot of great companies have woeful blogs. They’re updated infrequently, with content which looks like placeholder text.
On the other hand, many companies have good blogs. Here’s one.
I enjoy shopping at The Good Guys, and their blog does them proud.
To repeat, your business blog is a publication. Integrate it with your website; The Good Guys’ blog does product reviews. You can too.
2. Get personality: blog for real people
Consider magazines. Next time you browse a magazine rack, pick several magazines devoted to the same topic — any topic you choose. Each of those magazines is slightly different. It has a vision — a personality, if you like.
Your blog should have a personality too. Consider this blog.
Rhodia Drive is a blog published by the Rhodia paper company, and promotes its products. The blog is for people who love paper, and buy and use paper notebooks. It’s got personality, and the blog appeals to people all over the world who love paper.
What could you do to give your blog a personality? Start by considering the people who buy your products. The Good Guys do this: they’ve got recipes and videos for people who love food and cooking — and those people are a part of The Good Guys’ market.
Years ago, Microsoft had major PR problems. Robert Scoble’s blogging went a long way towards showing that Microsoft, big as it was and is, is a company made up of real people.
You’re human. Your company’s made up of people. Relate to your customers as people via your blog, and you’ll reap the benefits.
3. Know what you want your blog to do
Again: your blog is a publication. You can publish anything you like instantly. Your blog’s a huge opportunity to humanize your company, and differentiate you from your competition.
If you’re not happy with your blog, start your blog’s makeover by checking out what your competitors are doing. Then check out the blogs of big companies. Check out the magazine rack too.
Consider your customers. Create customer personas, if you haven’t done so already. What magazines do your customers read? What movies and TV shows do they watch?
Your blog is a huge marketing opportunity. You can be one of those companies which does blogging, and content marketing, well.
Want some blogging inspiration? Contact me.
Get coaching, and build your skills at Angela’s online store.