Every brand needs a blog. You may think that no one will care about your brand’s new product launch or what goes on behind the scenes, but that is not the case. Consumers want to know the story behind their favorite brands and feel confident that they are making the right choice when they strongly identify with a brand.
A company blog can do all those things and more. Blogging for a brand is also not hard to maintain because most companies do not update their blogs daily.
Enhance Your Brand’s Image
A brand’s blog needs to be relevant to what it sells. Otherwise, it serves no purpose and can dilute a brand’s message. If you are thinking about creating a company blog, you need to figure out what voice you want to use.
Does your brand target working moms? Then, you’re going to want to feature articles on how your products make juggling their careers with raising their family easier. You might even want to provide tips on how moms can make the most of their time. Not everything on your blog has to be selling your product. In fact, you’re going to lose readers if you focus too much on making a sale. Give people a reason to care about your brand by giving them information they find helpful or interesting.
The Disney Parks Blog does an excellent job of enhancing the allure of Disney’s theme parks. It’s written as though it was a Travel Channel documentary narrated by your Disney-loving friends. The blog is equal parts “check out this cool behind the scenes video” and “I can’t wait to try the food at Disney World’s new restaurant.” You don’t have to be a Disney fan to appreciate the thought that went into the Disney Parks brand’s blog.
For those who work in social media, Hootsuite’s blog provides tips on how to better use Facebook, Snapchat, and other platforms. It also covers stories social media professionals find useful and inspirational, such as the post “How One University Used Social Media to Raise $28M in a Single Day.” These are all things relevant to the target audience but don’t push the HootSuite brand.
Readers of the Hootsuite blog will appreciate that the company spends more time educating them about changes in the digital marketing world than explaining the benefits of Hootsuite, which will make these reader’s more likely to want to use Hootsuite for their social media needs.
Control the Narrative
Having a company blog enables you to get ahead of a story and break the story ahead of the media. Once the press reports on your new product launch or a controversy, you’ve lost control of the narrative. If the press widely reports on a negative story, your brand can lose customer goodwill and possibly suffer irreparable damage.
For example, Apple has been struggling to convince iPhone owners that the slow down of older iPhones is to preserve battery performance and not force owners of old phones to buy new ones. The company is now being sued because it did not previously disclose this, which is not helped by the public’s natural distrust of large corporations. Had Apple been upfront, the company would have been able to clarify that all older phones need is a new battery to regain their previous functionality.
Before allegations of consumer fraud were made, Apple should have explained that all batteries lose power over time and that once a battery starts showing signs of its age, the company will be happy to prolong the life of your phone with a $79 replacement battery. However, because that didn’t happen, Apple is doing damage control and temporarily offering iPhone battery replacements for $29, which is like putting a Band-Aid on a wound that needs stitches.
Apple is doing a much better job explaining it’s international tax situation. The company’s not trying to get out of paying taxes. It just wants the tax code to make sense, which is hard to argue with.
Find Out About Your Customers
Posting regularly to your brand’s blog allows you to find out which articles draw the most views. You should also use Google Analytics and/or Facebook Pixel to get information about your blog’s visitors. By using these tools, you can find out audience information, such as location, age breakdown, gender breakdown, and time of day most people visit. This information will enable you to make educated decisions about what demographics to target, how to improve brand awareness, and what products and services to offer.
If you are brave enough to enable comments on your brand’s blog, you’ll be able to gauge what people are saying about your content and how they feel about your brand. While comments can be a useful tool, there is a high likelihood that spammers and trolls will abuse the comment section. Therefore, before comments are allowed it is important to consider whether the feedback gained is worth the time spent monitoring the comments.
A brand blog should be an essential part of your company’s marketing strategy, but it’s necessary to have a plan prior to implementation. A poorly thought out blog will do more damage than good, whereas a well-done blog will expand your brand’s presence and make your brand appear more accessible.
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