Blogging like its your Business
Weblogs, or more popularly known by its portmanteau – “blog”, are a dime a dozen these days. Every self respecting company now has a blog to call their own and if yours doesn’t, the question is – why not?
Besides basic improvements that writing in any form can bring about on a personal level such as heightened eloquence and language skills, increased creativity and better memory, blogging can also help you and your company! You will be able to attain better quality market research, because it is a two way mode of communication, and become a master networker.
Blogging is one of the easiest ways to reach out to your target market, no matter what the nature of your business might be. A blog allows for a less formal, more open communication platform. It can act as an extension of your company’s official website. Share light hearted stories on everyday office affairs, offer advice or tips to the public as well as your staff, or post pictures of event, amongst other endless possibilities, to lend a sense of visibility and transparency simultaneously to your audience.
All of this would in turn foster stronger communication ties between all parties. If you make someone feel like they belong, the more likely they are to return. Leave the serious, business-y stuff like the brand history, brand profile, client listing and whatever else to the official website of your company!
With at least 156 million public blogs in existence, how do you set yours apart from the sea of words and images floating in cyberspace? Given the staggering digits, standing out is proving to be increasingly difficult but here are some basics to get you started.
Get Addicted to Updating
As a blog acts like a virtual diary, posting regularly only makes sense! If you don’t update regularly, the purpose of having a blog is defeated. Posting frequently would beckon your target audience, and wandering members of the public, to visit more often. No one wants to come back to a dead space.
But besides this, online platforms that are updated more regularly have a higher chance of garnering results on search engines. This could be paramount if one of your company’s main intentions is to gain a wider audience spread.
Relevance, to both your company and your targeted audience, is of utmost importance. You have to remember to stay true to the branding and purpose of your company but also appeal to your audience and potential clientele. Make sure that whatever is posted – it could be text, hyperlinks to other websites or articles, videos or images – is somehow tied to the message you are trying to convey.
While it is important to be appealing to the masses, it is just as important, if not more, to convey the right message across purposefully and to stay true to your company’s identity. This has positive impact as it familiarises the customer with the brand and would lead to customer retention in the long run.
Entice with Spice
Given the plethora of options available on the internet, grabbing attention can prove to be quite a task. It is therefore worthwhile to put in effort to curate interesting content that span a variety of media. And take advantage of all that is at your disposal as well – use videos, images, music and other articles or websites.
Another way to provide variety is to have a multi-author blog. Have more than one person contributing material for the blog or allow other staff of the company to have blogging access if you will! But to keep in line with the previous point, ensure that there is a “governing body” to filter and edit the things that would eventually appear published.
Now we’ll let you in on a not so little secret – With these basics out of the way, focus can now be placed on creating original material for your company’s blog. This is what would set yours apart from everyone else’s blog, but it is also the hardest aspect to accomplish.
Don’t be disheartened though; keep these wise words from Pablo Picasso in mind – “Good Artists Borrow, Great Artists Steal.” Of course, this is not an open invitation to plagiarise! However, you are certainly encouraged to derive material from any where possible (perhaps our older entries on creativity and “forcing” inspiration could help you out!), add your own twist and magic to it and craft, create, conjure something to call your own.
By Yasmin Md Basir, PR Associate @ Corporate Media Services