Blogs. We’ve said it before, and we’ll say it again…never underestimate the power of a company blog. But blogs are a battleground you don’t tread lightly onto; consumers and potential customers tend to place their trust in blogs, more so than just your marketing materials, as a recent article published on Marketing Profs points out.
But as one of the strongest channels for consumer influence, blogs don’t write themselves, and there are several key things to keep in mind whether you’re just beginning this blogging crusade or trying to build up your arsenal of writers.
- Know your audience. It’s important that you have a clear understanding of the consumer you’re trying to reach and that your writers can develop messaging that resonates with this target audience.
- Find the right personalities to blog. A blog is only a useful branding and content marketing tool if you have the right authors supporting this campaign: blog warriors and ambassadors of your company mission and vision connecting with your audiences and building that rapport.
- Develop the relationships. Your brand champions should be able to connect to your audience — speak to topics that interest them personally as well your readers, and connect it back to their own expertise, experiences and careers. These are the faces and voices of your company, so the topics they blog about help to develop those relationships with your readership and foster brand loyalty.
Don’t use your blog as a “one-size-fits-all” tool. Take some time to think strategically about who you’re trying to reach with this channel and to identify the right brand champions to create content that will resonate with them.