Isla McKetta // Apr 24 2013
So you’ve realized the benefits of having a kick-ass blog. Now what are you going to say on that blog? You could go the route of taking all that carefully-prepared corporate branding, and using your blog to put out press releases about things that you want your customers to care about (but really only matter to shareholders).
Remember the real reason you’re creating a blog is to connect with your customers readers. You may think it’s to educate customers about your brand and to get them to buy your stuff—that’s true (to a certain extent) but none of that happens without a connection. The best way to do that is to…
You want readers to trust you. That means you have to let them know that you share their values and beliefs and that they know what to expect from you and your brand. Potential customers need to know that you are in it for them. Then, when they are ready to buy, they will come back to you—that friend they made on the Internet that one time.
People relate to people, not to companies. The more your writers can tell specific stories about real people, the easier it will be for the customer to empathize with the stories and thus the brand. Kate Spade uses their blog to introduce readers to the people behind the brand.
Sometimes a consumer doesn’t even know the solution you offer exists. Be the friend they need. For example, MomAgenda, a company that provides organizing solutions for busy families recently wrote a post about how to create family time. Notice that the post doesn’t mention their products at all. Friends give before they ask.
Companies often worry about how much the blog should reflect the established company voice and how much should reflect the employees’. My vote is for the employees (and not just because I’m a writer). Remember, relationships are all about the personal connection. Introduce your employees, use bylines, and establish Google Authorship for your writers. You hired good people who believe in your company. They might need a few editorial guidelines (see below), but let them surprise you (plus, this is a great way to not sound just like your competitors).
About those guidelines… think of a style guide not as a rigid set of rules that confine your writers to a corporate voice. View it instead as a strong platform that makes sure your writers are all playing on the same field. Once everyone knows the rules, set them free to find new levels of excellence.
You’re going to want to include nitty-gritty grammar quirks and also some fun stuff.
If you aren’t a copy editor, this bulleted list might read like gibberish. Trust me, it’s not. Many people who do know what all of these are care less about which camp you choose than that you are consistent.
Find a good copy editor and let them help write your style guide. Your blog will achieve a level of consistency and organization that 99% of readers will only appreciate subliminally, but it’s worth it.
I’m not kidding. Building a lexicon (a list of words you will commonly use) is really fun and can be a great tool to get your writers to stick to a consistent tone. Consider the difference between a blog that refers to weddings as the “big day” “celebrating you and your beloved” and one that uses phrases like “ball and chain.”
What else do you need to consider?
You’ll be amazed at what a good writer can do with these little tidbits of information.
Because you’re a business, it ultimately comes down to money. Here’s how that works. You use the blog to connect with your customers (readers) as human beings. Once they learn to trust you, your name is top-of-mind when they need the services you offer.
Don’t believe me? Use Google Analytics to see how many people convert after visiting your blog once, twice, or many times. Which posts keep people coming back? Write more of those.
What are your favorite blogs written by humans? Tell us about them and dish about corporate blog fails in the comments.
A content strategist and novelist with an MFA in creative writing, Isla lives to write words and organize them in a way that resonates with an audience. She co-authored Clear Out the Static in Your Attic: A Writer's Guide for Turning Artifacts into Art. Read More