Blog Your Way to a Better Brand

In addition to my “day job” in the PR world, I’ve also been writing a food and travel blog for the past eight years. I recently rebranded my blog, which gave me a great opportunity to look at how blogging has evolved since 2010. When blogs first took off in the early 2000s, they were mainly a way for individuals to express themselves and often took the form of an online diary or scrapbook page. It was fairly unheard of at that time for a company or business to have a blog. But as Millennials entered the workplace and social media evolved, it became more commonplace for companies to add a personal element to their brand, and thus the business blog was born.

Today, both personal and company blogs are more like news websites, and content is king. The blogs that are the most successful share something unique with the reader that helps them accomplish a task or gives them knowledge. A blog can be a way to share news, make your company more easily searchable, position you as a thought leader, and give your brand a voice. Many things have changed in the past eight years (Instagram didn’t even exist when I started!), but one thing has remained constant…if a blog has interesting, high-quality content it doesn’t really matter if your photography is mediocre or if you’re not a top influencer; people are going to look to you as a unique voice and leader.

Writing a blog for a company isn’t much different than writing a personal blog. Each company has its own identity and realm of expertise, and a blog offers the perfect opportunity to showcase your brand.

Tone of Voice

It’s often hard to tell what kind of personality a company has just by looking at its website, but a blog can really give a voice to an organization and provide potential partners and customers with insight into the company’s identity. Don’t be afraid to match the feel of your blog with the personality of your brand. A blog is a chance to make jokes, be a little provocative, share knowledge and give outsiders a glimpse into the inner workings of your business. If your company’s tone of voice matches what a customer or partner is looking for, your blog can be the difference in them reaching out or not.

Be a Thought Leader

This is your chance to show the world that you are THE authority in your field. Consistent blog posts that address all aspects of the industry you play in, how your company is changing the industry for the better, or ways you’re thinking outside the box can all lead to new partnerships and better sales. A blog can show how passionate you are about your industry and show the authenticity of your brand. It’s also a chance to introduce team members and a way for them to share their expertise. A blog isn’t just for upper-level management either. Junior-level employees may have different insights they can share as recent graduates and members of younger generations. Additionally, contributions from a myriad of employees shows your company values all its team members.

Share News

A blog is an easy way to share news about your company. If you don’t think you are a large enough company to have a separate press or media page on your website, a blog is the perfect place to share your news. You can use a blog to announce awards, post press releases, and share updates about employees. It’s also important at the end of each post to add a link for readers to subscribe so they are always getting your latest and greatest news.

Search Engine Optimization

The more content that comes from your company’s website, the higher it ranks in Google and other search engines and the easier it is to find. You may be a small or medium-sized business, but if you’re producing a surplus of content relevant to your industry on your blog, you’re going to rank higher in searches than your competitors. Having the right keywords in your blog posts is equally important. What words do you want people to associate with your brand? Pepper them throughout your posts and think about adding keywords that are relevant within your industry.

Even if you can only commit to one or two blog posts per month, it will give you a great start to creating your content hub and put you on the right path to becoming more easily searchable and eventually, a thought leader in your space.

 

 

This post also appears on Medium.com.