4 Things Your Brand Can Learn From the Best Business Blogs
A blog is a great—and free!—way to publicize your company and directly engage with your community. But if you have a business that isn’t exactly, well, sexy, you may wonder if a blog showcasing what you do can still be beneficial.
The answer is a resounding yes. In fact, a blog can arguably be more impactful for brands in not-so-exciting industries if you’re able to build a fun, exciting experience for your current and potential clients. You’d expect a fashion retailer to have a sassy blog, but an insurance company? Now that’s interesting.
No matter what you’re promoting, here are four easy tips to create a blog for your business that will surprise and delight your audience.
1. Find Your Voice (And Make It Fun!)
Who would have thought making eyeglasses could be cool? No one—but then came Warby Parker. The company has amassed a huge number of loyal customers who love its brand as much as they love the eyeglasses, and it all stems from the company’s voice: It’s fun, it’s witty, it’s creative, and it’s relatable. Take the blog’s tagline: “Musings, inspirations, and fun stuff from your friends at Warby Parker.”
The lesson: Don’t be afraid to veer away from “corporate speak” and talk to your audience in a way they can understand, relate to, and find joy in. Your blog will resonate all the more if you’re able to bring a bit of humor and humanity into an otherwise snoozey industry.
2. Package Your Content Creatively
Unless you’re a huge manufacturing geek, a picture of welders working on a locomotive platform is probably not at the top of your Google search. But spend a few minutes on GE’s blog, and it just might be. Why? Because the company has found a way to package seemingly mundane content about locomotive trucks and wind tunnels to create a compelling, informative, and oddly beautiful blog, showcasing really amazing behind-the-scenes photos of its products being built.
When creating your own blog, tap into your audience’s inner geek—what would they love to see or learn about? And then get creative. Take a hint from GE and capture beautiful or funny photos of the not-so-beautiful-or-funny things associated with your industry, like the bizarrely decorated break room of your customer service department. Create infographics around complex industry topics. Make GIFs of staff on your factory assembly line. Or, ask your community for content showcasing your products and services in cool ways (like Sharpie did!).
One of the best ways to engage your community is to educate them in easily-digestible, fun-to-consume ways. Work in a really complex industry? Even better! Not only will you excite your audience with the way you package the content (think turning the pharmacodynamics process into an infographic), but you’ll prove to be a valuable resource your audience will want to tap into again and again.
For inspiration, check out Whole Foods’ “Whole Story,” a blog dedicated to educating followers on food and sharing great recipes, or AmEx’s “Open Forum,” a blog full of helpful tips for small businesses.
4. Go Social
Instead of making your audience come to you, why not go to them? Find a social media platform that speaks to your demographic and that caters to your content, like Tumblr, and build your blog there. It’ll allow you to plug into a pre-existing community and entice your audience to engage with your content on a platform they’re already using and excited about.
Check out the Tumblogs of IBM, Air Canada’s En Route magazine, and AmEx’s Open Forum to see how these brands speak to their community on Tumblr (hint: a combo of steps 1-3!). Just make sure to link your blog to your website (and vice versa!), so people know where to find you.
When creating your blog, think about the company blogs you’ve bookmarked. What compels you to visit them again and again? Is it their educational articles? Their behind-the-scenes photos? The funny staff member that writes a column on Wednesdays? Whatever those elements may be, find ways to build them into your own blog.
Most importantly: Show the humans behind your brand. No matter how sleepy you think your industry might be, or how complex your products are, people love to connect with other people. So start there.
Alex Honeysett is a Brand & Marketing Strategist and the creator of The Pitch Course, an in-depth, self-paced online course that teaches entrepreneurs how to find, pitch, and land speaking gigs, guest blogs, and podcast interviews. After spending nearly a decade leading communications strategies for multimillion dollar brands and startups in NYC and London, Alex now teaches entrepreneurs how to message and promote their own businesses, human-to-human. Alex's articles have been featured in the Daily Muse, Forbes, Inc., Mashable, DailyWorth, TIME, and Newsweek.More from this Author