Four years of managing my own blog taught me a lot. But managing company blogs as an account coordinator for a PR agency gave me an entirely different perspective. It showed just how beneficial of a communication tool blogging as a brand could be. A blog can offer brands a powerful channel to connect with their audiences in a distinctive way – much different than social media or press releases.
But first, it’s important to decide the motivation behind a company blog. There’s more to it than upping SEO or driving traffic to product pages. It’s tempting to frame blog posts around a product or service, pack it with internal links, and tout just how wonderful your brand is. But blogging should be a way to show your brand’s value, not tell people about it.
Here are my top three reasons a blogging as a brand can enhance and add value to your business:
Blogging is about being a resource. People read blogs for many reasons: entertainment, news, etc. But they also read them to learn. Blogging can help position a brand as a resource in its industry. Are you a clothing brand? Teach customers how to get dressed on a budget or find their personal style. Are you a fitness company? Offer expert advice on nutrition, workouts and other health trends.
Blogging is about humanizing a brand. Similar to social media, blogging can help give brands a voice – but allows them to do so in more than 140 characters. A blog offers an online platform for brands to address news and trends; foster discussion and conversation around relevant topics; and collaborate with influencers in their industry. All of these things add up to an engaging, multi-faceted digital presence.
Blogging is about generating unique content. As the sole proprietor, blogging allows brands to create their own news. In the digital age, we have the power to be our own reporters and editors. Going back the idea of that “unique voice,” a blog gives companies control over the content they generate and share.
I’m sure my list of blogging benefits could go on forever. But no matter which reason serves as the base for a brand’s decision to blog, it all boils down to one thing… Remember that it’s more than just sales. It’s about authenticity and quality – and that’s true for every aspect of your brand.
Blog: www.coffeeandcardigans.com
Twitter: @calliegisler and @coffeeandcardis
