Replace 5+ systems with one and save tons of money! When I tell a client they need to blog, a lot of times they think they should blog about their company. “Look at us and how cool we are and all that we offer”. I find it hard sometimes to tell them, the blog is “Not About You”, it is suppose to be about your industry. Tell the world something unique about your product that isn’t telling them “buy what I am selling”.
So how can you tell your clients the basic steps in blogging. Thanks to Michelle Bowles, she gave us 5 ways to make your corporate blog stand out.
Talk about something other than yourself. The most successful corporate blogs leverage product and service information with relevant industry news, human interest pieces, case studies and other useful information. That balance is what keeps readers coming back time and again.
Keep your blog focused. Whatever message you chose to deliver, stick with it. Unfortunately, some corporate blogs lack a clear message and include posts on topics all across the board. Because goals were never defined, these blogs have a difficult time gaining readership.
Blogs gain strong, consistent followings by giving readers the information they want and expect to find. A reader might visit a shoe retailer’s blog expecting to find information on the latest shoes styles and celebrity fashion news. If the readers have to sift through information on travel, home décor, and health & fitness in order to find what they’re looking for, they may not return.
Honda's Blog Honda Talk focuses on production, technology of cars and all things that are pertinent to the car industry in general as well as their brand.
Give your blog distinct personality. Whether you choose to feature just one blogger or multiple bloggers, let the blogger’s voice come through in the posts. Without a distinct personality, your blog will be just like every other faceless corporate blog. Let your readers see behind the corporate and marketing jargon, and instead discover the real people behind your organization.
Have some fun. Another effective method for letting a corporate blog stand out from the rest is to infuse some humor and excitement. Granted, this technique may not be appropriate for all corporate brands. But if you’re able to, consider creating a blog that can be light-hearted, relaxed and at-times funny. It’s just another way to humanize and personalize the brand for customers.
Southwest Airlines Nuts about Southwest blog is a great example. The employee’s blog about the company and the airline industry. Since each employee is different, they get to infuse their personalities into the blog. So Joe may have really funny informative posts and you start to follow them to watch for when Joe makes a post. Builds a following.
Provide readers with something they can’t get elsewhere. Use a corporate blog to announce company breaking news or highlight original research in order to make the blog truly unique. Assuming the information is interesting and useful, readers will keep coming back for more. The simply can’t get it anywhere else. Plus, your customers can form a close connection with your brand because they feel as if they’re gaining an inside look or exclusive information.
