Very much like a brand, a blog takes time to develop, establish and grow. If you aren’t planning to spend significant time developing your blog, then give up. If you want a quick fix, hire an agency to do it and stop reading this article.
Okay then, let’s get down to it. So by now you know that audiences are no longer waiting around to receive neatly packaged messages from you. They are on the web, searching like hungry dogs for content. So give it to them. Blogging does big things for your brand, but as with any social media tactic, there are also some caveats.
Brand Benefit: Uncensored Feedback
Brand Caveat: You’re going to get honest feedback from blog comments so make sure you have the ability to approve them before they appear on the blog. You don’t want to have another Skittles fiasco on your hands.
Brand Benefit: Free Publicity
Brand Caveat: Talking incessantly about your company or products won’t get you any new readers. Talking about your company or your products in relation to your audience might. Talking about things your audience values will.
Brand Benefit: Establish Personality
Brand Caveat: If you’ve got Steve from Sales (who constantly talks about all your new products) writing your blog because he’s the only one who has time, please reconsider. You also want to avoid ‘blogging by committee’ by limiting legal department’s control over your blog. Choose an in-house editor who embodies your brand values and who’s writing style is compatible with the voice of your brand.
Brand Benefit: SEO
Brand Caveat: Make sure you’re not worrying so much about SEO that your blog posts look like keyword lists. This also applies to links. Adding a link to another section of your site a couple times a post is acceptable. If your paragraph looks like a rainbow it’s time to settle down.
Brand Benefit: Increase Transparency
Brand Caveat: Avoid talking about how your latest Marketing campaign bombed or how the CEO is a jerk. Oh and never post anything about bathrooms. Ever.
Blogging is a serious endeavor that, when done right can do great things for your brand, but when done badly is really hard to undo. Here are some examples of companies that are doing it right. Take a look before you leap.
Beth LaPierre is a Brand + Creative Strategist. When Beth is not helping build brands she’s on her snowboard, spray painting something, or drinking copious amounts of espresso. Follow Beth on Twitter.