Editors note: This blog post originally appeared on the Mad Marketer website and was re-posted here with the permission of the author and Mad Marketer team.
The modern blog has come a long way since its use as a digitized personal diary in the early ‘90s. Today, blogs have become a necessary corporate tool for disseminating pertinent brand and industry information to target markets.
One catalyst in this evolution was a demand for higher quality content from modern consumers who increasingly began to ignore advertisements in favor of online content. In fact, recent research finds that 75 percent of today’s consumers don’t believe companies tell the truth in advertisements and would rather turn to online sources and reviews to guide the purchasing decision. This, of course, makes your company blog an essential resource for leads and customer retention.
However, having a blog alone won’t satisfy your current and prospective customers. Unless your marketing team is “all in,” you run the risk of your blog being forgotten. So how do you keep it memorable?
- Stop thinking blog, start thinking resource: Take a moment and step away from the world of blogs to think about all the other online content out there. If you’re anything like me, your go-to spots on the Web are newspaper websites and ESPN. The one thing these platforms have in common is they are information resources. Whether it’s news, fashion, sports or technology, we all have our favorite online sources that we will visit regularly for fresh content. However, if these sites ever went static for a week, readers would notice and eventually stop checking for updates. If you’re not updating your blog on a consistent basis chances are your readers won’t return for a second visit to check for fresh content. If you stop treating the content you’re creating like a blog and start thinking about it as a resource, your readers will notice and will be less likely to forget about your brand.
- Start integrating: Did you know that the average Web user manages 54 social media accounts? This suggests that today’s brands need to promote their content through multiple social media sites. While many brands cover their bases, posting to Twitter, Facebook, LinkedIn and Instagram—as four of the most popular social media sites—few fully integrate all of their social pages. Simply publishing the same post, word for word, to all of your social sites isn’t enough. In fact, doing so can annoy potential readers and drive traffic away from your site (think Stewie Griffin from “Family Guy” who can’t get Lois’s attention—video below). Each social site should have a unique voice and message for its intended audience—i.e. LinkedIn for Generation X, Facebook for Generation Y and Twitter for Generation Z . Once you’ve broken the one-post-fits-all habit, you can then leverage your social platforms to promote one another, hyper-focus on one target audience without alienating others and most of all drive more—and different kinds of—traffic to your blog.
- Talk philanthropy: One of the great perks of having a corporate blog is getting the chance to talk about your products and services in a meaningful way. However, if all you’re talking about are products and services, then you brand runs the risk of becoming forgotten. Consumers today aren’t just looking for the best product; they’re looking for the best product from the best brand. The proof came from a 2014 Nielsen report that discovered 55 percent of global online consumers are willing to pay more for products and services provided by companies committed to positive social and environmental impact. So, if your corporation took part in a 5K for your local Boys and Girls club, write about it. If your enterprise raised $100,000 for cancer research, I want to see your blog. If you’re deciding to go paperless, let me read about it. Not only will writing about the current events help boost SEO rankings, it will help you build relationships with your consumer base.
In the next five years, consumers are expected to manage 85 percent of their brand relationships without ever talking to a human. As we get closer to 2020, follow these steps to stand out and make sure your blog isn’t forgotten amongst the growing crowd.