Blogging for your brand is a great way to speak to your target audience while increasing your search engine ranking. Unfortunately too many brands get a little lost during the execution. It’s important that you create and maintain your brand’s blog in such a way that it attracts the right sort of traffic and benefits your readers with information they can use. Avoid these mistakes and success is within your reach.
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You may think no one pays attention to the name under each post on your brand’s blog, but you’re wrong. Your readers like to know whose words they’re reading. Other websites and blogs want to know who to credit when they report information found on your blog. It’s important that there’s a name and a face behind the information you post there. Not only should you have a real name to attribute to your posts, consider adding an author box at the end of your posts. It’s a good place to put the writers bio, giving a human touch to your brand.
Speaking of the human touch, your brand’s tone should be that of a person’s, not a company’s. Remember that no one wants to connect with a company as much as they’d like to connect to a real live person. Avoid jargon and corporate terminology. It’s ok to use terms like “we” or “us,” but make your term warm and inviting. Talk “with” your readers, instead of having a one way conversation with them.
Blogging is an exercise in consistency. Although you aren’t required to do everything the same way each time, your brand has to find some consistency in its blogging. You must decide on the format that works best for you. Readers will also respond more if you stick to some kind of blogging schedule. It doesn’t have to be daily but it should come at some sort of frequency that the readers know when to expect a new post.
Being a One Note Blog
Words are great but sometimes you can say it better with a picture or a video. Brand blogs that only use the traditional text-plus-an-image format miss out on reaching a varied audience. Try using other media to create a richer reader experience. For example, adding a how-to video can help users with your products. Or you might use images to show off your company’s headquarters so your customers know where all the magic happens.
Letting Someone Else’s Brand Be the Star
Blogging platforms can vary depending on the features your brand will need. Which platform you pick isn’t nearly as important as making sure that you don’t let its brand upstage your own. So if you use Blogger to power your blog, you want to make sure you’re using a custom domain instead of one that features blogger’s name. You also want to incorporate your brand’s logo on the homepage and favicon instead of letting the platform’s logo display there.
Talking Only About Yourself
On the flip side of that, you don’t want your brand’s blog to only be about your company. That can get boring. Try to make it more about the user experience. Let’s say your product is a business finance app. Your blog will not only focus on news and information about your product, but you can also give tips about managing business finances in general. Or you could have some posts about finding funding for startups. Or you might have some interviews from tax professionals about the industry. The possibilities are almost endless. This would make your brand’s blog more attractive to your target audience, getting you more readers and traffic overall.
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