If your brand doesn’t maintain an active blog, you might want to get started.
Businesses receive 55% more website visitors if they have an active, relevant corporate blog. Creation of quality blog content is so important because it gives your brand a voice, allows you to show off your industry knowledge, and allows for a unique way to reach customers. It can also help shape your content marketing strategy.
It can be time-consuming to develop quality blog content, and to stay current with posts. One useful tool to pave the path is a content calendar scheduled with meaningful, relevant content that can also be repurposed on social media and beyond. Make it a focus to dedicate resources to contribute to a company blog, and offer your target audience pertinent information.
Here are 5 brands that produce excellent blog content, and what you can learn from them:
- Disney Baby: Keeps it personalThe Disney Baby blog does a fantastic job of relatable content creation for moms. Each blog contributor has a personal bio and an introduction post about themself and their family. This provides a connection between the blogger and the blog reader, which gives the brand a deeper sense of credibility. Blog content is clearly targeted to new mothers – their target audience. This particular blog is also easy to find through the main navigation of the Disney Baby website. In addition, the blog is listed under the first top navigation tab, which links the blog directly to the brand. Customers shouldn’t have to hunt for your blog, or experience a disconnect between brand and blog. The Disney Baby blog is a prime example of a wonderful, personal connection between the two.
- Whole Foods: Uses it as a subtle advertising toolWhole Foods perfectly integrates consumer interest and product promotion. With creative recipes, food reviews, healthy options, and more, Whole Foods provides what customers want to read but does not blatantly promote their products. This seamlessness is something every brand can learn from. Provide unique ways to use different company products in everyday life, and customers will want to buy your products without feeling like they were subject to a sales pitch. Mom may check into the updated blog posts when she sees a recipe she wants to try. Since the recipe was conveniently on the company site, she will instantly go to Whole Foods to get the necessary ingredients, without thinking twice. Incorporate your brand’s values and products into interesting content to create an impactful blog presence.
- Marriot: Acts as the company’s voiceCEO Bill Marriott is the author of the corporate Marriot Blog. This personal dedication by a successful businessman has brought in many loyal customers. The opinions of the CEO reflect those of the brand, and people develop an elevated level of respect for Marriot because of this. Bill posts once a week, and writes about related industry news, personal advice, and Marriot updates. Marriot has proven that there has been a direct sales increase from the blog, proving how important it is for brands to take part in the blog process. Even if a company’s CEO does not have time to blog, you can still use the blog to share special interest stories from executive members and give customers a deeper insight into who runs the company. Customers will respect the corporate honesty, and trust the brand.
- Patagonia: Engages readers through storytellingPatagonia enables consumers, adventure enthusiasts, and environmentalists to submit posts that Patagonia then publishes to its blog, “The Cleanest Line”. The majority of these posts are personal stories, which are engaging, interesting, and real. Most posts do not even mention Patagonia – instead, they focus on adventure, sports, environmental issues, personal experiences and more. The blog is driven by Patagonia’s mission to bring outdoor adventure and environmental issues to the forefront and through these stories, inspires readers to act on this mission. This approach keeps customers interested, which leads to an unparalleled consumer experience. The blog is very much in line with what Patagonia truly represents. Create a blog experience in which customers receive a true understanding of the value your brand has to offer and what it can provide for them. In addition, it’s clearly effective to accept consumer content, as it reinforces consumer engagement and makes readers feel the blog is speaking to them.
- General Electric: Understands that imagery is keyWhen you enter General Electric’s “Reports” blog, you take immediate notice of their use of imagery and moving design elements. The blog captivates and intrigues the viewer. Each post displays one large visual element with a clear headline and is displayed in a very aesthetically pleasing way. Quite unexpected for an electric company blog! The posts are mainly about innovation, technology, past experiences, or news. General Electric also does a fantastic job as it integrates social media into the site. On every image are icons that link to social sharing options – yet they do not feel intrusive or overwhelming. Follow General Electric’s lead and include beautiful visual elements in all posts to immediately capture readers’ attention and draw them in. In addition, it’s important to offer the option on social media, further increasing the blog’s reach.
Many corporate blogs simply do not satisfy consumer needs. These 5 are examples of brands that effectively leverage their blog to delivery superior content to consumers. To learn more about other consumer trends that impact marketing to moms, download our free white paper.