The reason that we blog determines the way we blog, the length, style and content.
Promoting your business brand
When promoting your business brand, you need to know what your business stands for as well as the qualitative and quantitative brand attributes. Is your business funky or serious, does it stand for having fun, security or making money? These attributes will determine whether you use words like “phat” or “optimise.”
Your messages behind your blogs will also be determined by the brand attributes. What would a funky brand customer like to hear about – the latest dance party, fashion in shoes? What would a serious brand client find interesting, trends in your field, conferences you attended, interviews with speaker?
Educating your audience
Often, when you have an intangible product or service, it is difficult to get your concept over in 30 seconds or a print advert. You need to spend time contextualising your offering and explaining why it is important to your audience. Very often educational blogs follow themes that build upon each other and reinforce central concepts.
Search Engine Optimisation (SEO) is not the only way you can ensure that your audience is exposed to your brand. SEO might help when your audience is using search terms to research the service that you offer, but what happens when they don’t know that they need you? Your blogs should appear in places that people who need your offerings hang out on line, for example on Industry websites. They may not be looking for you, but if the blog is located in a place where they are interested in the category, they will become aware of your offering and may read on.
Generic blogging sites or websites are best for this. For example a general marketing website could be a great place to talk about the latest trends in CRM. Of course to get onto the general sites, your blogs must be interesting and informative, rather than biased and self promoting. Unless your blog offers value to the site’s reader, the site owner won’t publish you.
Demonstrating Thought Leadership
Thought Leadership is a powerful form of competitive advantage. It sets you apart from your more prosaic competitors, and if your customers learn from you, they are more likely to engage and eventually do business with you.
Generally, thought leadership articles have an authoritative tone and tend to be longer, sometimes even representing white papers. Are you in an industry where you sell IP?
The thought leadership may also be part of your employees’ personal branding as thought leaders. Organisations that trade in IP tend to be an aggregation of individuals with high levels of IP and your audience will be interested not only in the content of the blogs, but also in the combined gestalt of all the thought leadership in your organisation.
To engage with your audience
Seth Godin is the master of engaging. His blogs are pithy and provocative. Audiences are encouraged to comment and share his copious wisdom.
Blogs aimed at engaging need to stimulate conversations not only between you and your audience, but also between the audience members themselves.
Driving website traffic
Driving traffic to your website is usually only the objective if you are gaining new audiences;
your website is dynamic and constantly changing;
you are soliciting new members of a network or online community; or
you have an eBusiness where you can transact on line.
If your website is a bog standard brochure site, think carefully about whether this business objective is likely to result in bottom line benefits to your organisation. A high hit rate with a high bounce rate may be an indicator that you need to rethink your digital strategy because your audience doesn’t find any value in your site.
Blogging is time consuming and resource intensive, don’t waste it chasing the wrong objective. Getting the most out of your blog In order to gauge whether your blog is working for your business you need to quantify the success indicators. Do you measure your blog on:
Findability – Number of hits?
Sharing – Number of times the blog is shared, pinged, retweeted, quoted etc.
If sharing is your objective, make sure that your audience is equipped to do so with “share this” buttons, “follow me”, retweet or link with me etc.
Conversion into sales – if you have an eBusiness, you should be able to quantify your conversion of hits into sales. Increasing conversion ratios can indicate that your blogs are working for you Commenting and engaging – sometimes the number of comments and quality are an indication of the value that your audience derives from your blog.
Of course different types of blogs will solicit different types of comments. Provocative blogs may stimulate a conversation while thought leadership blogs may merely solicit a terse “nice post”. There is no one right answer to how to blog, each blog must be designed to deliver on your specific blog and brand objectives. The one rule however, is to keep adding value, keep experimenting with what drives your objectives and results in you achieving material rewards for your efforts.
About Digital Bridges
Digital Bridges creates high performance organisations by unlocking the business value of the web.
We create digital strategies, user requirement and functional specifications for Intranets, websites and web applications. We also develop and implement social media strategies and create powerful digital brands using eMarketing and Communication and manage brand conversations with consumers.
Digital Bridges approaches the web from a management consulting position and relies heavily on rigorous academic thinking as well as business experience. It is headed up by Kate Elphick who has a Law degree and an MBA from GIBS. Kate has spent the last fifteen years of her career on the business side of the IT industry with companies such as Datatec, Didata, Business ConneXion and Primedia.
Digital Bridges has a broad range of experience working with significant, successful clients in the Financial, Gaming, Tourism, Pharmaceutical, ICT, Legal, Airline, Professional Services, Media and Public Sectors.
To find out more about Digital Bridges, please visit www.digitalbridges.co.za or contact Kate Elphick on email@example.com
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