GET TECHNICAL – TECH TALK
making a blog work for your brand Blogs have become a time-consuming part of many brands’ marketing strategy. However, few brands give much thought to how they can maximize their blogging efforts to build strong relationships with customers and use it to further their business goals. More often than not, blogs end up becoming a collection of content that does not fit anywhere else. If you are thinking of introducing a blog to your website or are not sure what to do with an existing blog, take a moment to ask yourself: “What is the purpose of a blog for my brand?”
Is a Blog Right for You? A strong blog is consistent with a defined content strategy. Creating content is not easy and something that many of my clients initially underestimate. A blog is definitely a great investment if you have the capacity to post at least once a week without sacrificing quality. It is a great way to engage customers on your website, not just on social. Fresh, regular content also helps drive more organic traffic to your website and, if done well, helps bring new customers and increase sales. If you don’t have the capacity to create quality content consistently, that is completely OK! A blog is probably not the right marketing outlet for you. Instead, invest your time in improving existing marketing tactics.
Connect Customers to Your Brand Stop treating your blog like a black hole of misfit content. Use your blog as a tool to engage with customers. Give them sneak peeks about upcoming products or a behindthe-scenes look into your process. Make your readers feel invested and connected. Go beyond just the products you sell. Think about how your products fit into your customers’ lifestyle and share how your brand helps fuel that for them. Use your blog to turn your online shop into an experience. Remember: Your blog is an extension of your brand. Define your brand voice and use it! Your blog should speak to your customers. Keeping a consistent brand
voice is especially critical if you have multiple contributors writing on behalf of the brand.
Create a Content Calendar It can be hard to keep track of content across multiple digital channels. That is why I highly recommend using a content calendar so you can plan for future posts and get a holistic look into your current messaging. Your content calendar is a great place to brainstorm blog ideas and helps with maintaining a regular posting cadence. Remember: Focus on quality, not quantity. Successful blogs are targeted with clearly defined categories of content — tutorials, behind-the-scenes looks, styling tips, etc. Have three to five content categories and create a posting schedule with a healthy balance of each type. Having defined categories prevents brands from creating filler content.
Not Ready to Commit to Blogging? When it comes to blogs, consistency is key. If you do not have the capacity to blog regularly but already have a blog on your website, here are three actionable tips to help you repurpose your blog: 1. If your blog is taking up space in your top navigation, remove it and put it in the footer. 2. Rename your blog to something like “journal,” taking away the expectations that come with regularly maintained blogs. 3. Evaluate your blog posts to see if the content can be repurposed for emails or social media.
A Thoughtfully Curated Blog Know your customer and stop creating content for the sake of creating content. Thoughtfully curate your blog posts to guide the experience of your customers. Own your customer niche and write content that speaks to their interests. Blogs are a great way to connect with customers, so use the helpful tips above to recreate that in-person brand experience online.
Manpreet Kalra is the founder of Art of Citizenry, a digital marketing strategy company that empowers creative and conscious businesses to maximize their impact in the world. She helps create data-driven marketing strategies for everything from website optimization to social media engagement. Get connected by emailing manpreet@artofcitizenry.com or visiting artofcitizenry.com.
7 4 - G IFTS & D EC OR ATI V E AC CE S S ORIE S - J U N E 2019