There are many different “best practices” out there for blogging, whether it be for a personal blog, the b2b audience or the b2c audience. The one constant spelled out in the book Groudswell that is consistent across all these audiences is that
“The prerequisite for starting a blog is to want to engage in dialogue with your customers.”
I think this rings true across all social communications as well. Too many companies take to social media and blogging solely to push their products and brands. You wouldn’t follow or friend someone who constantly talks about how awesome they are all the time…right? Blogging for a business should be the same.
Blogging is growing like wildfire across all industries. Its an integral part of our marketing strategy at my company and it appears as though it is across many other companies in my industry as well. The glory about the tech industry is that it is very easy to connect with customers via the internet. They are all tech savvy, connected and are not shy about engaging with brands. I’ve noticed a few best practices that I thought I would share to help you on the quest of taking over the blogsphere!
1. Be Genuine & Honest
This should be a no brainer but its important to be noted. In order for customers to want to engage with your blog and subsequently your company they must be able to trust the information you give them. It can be easy to exaggerate and tell white lies when writing blog posts. It is important to keep these in check because at the end of the day transparency is key. The more information you can share with your audience the better, it will make them feel like they are well informed and keep them coming back.
2. Relate To Current Events
One major benefit to blogs is that they contribute to the SEO rankings of websites. The more relevant content the better it will rank. One way to tip these scales is to connect current events or things people are searching the internet for at the time to your company. Dyn does this all the time, most recently was our Olympic post. Now you may be saying, what does a Tech company and the Olympics have in common? Truth is not a whole lot but this is where you get to be creative and make connections that may not be obvious.
3. Update Often
There is a fine line between too many updates and just the right amount. Most companies in the tech industry update it a few times a week which is a safe bet. Too many posts and your content gets lost in the noise, not enough, and you lose that connection with your customers. When people come to your site to do research and notice your blog hasn’t been updated in a while, they can lose trust in a brand. Truth is, it all depends on what you are looking to accomplish, About.com outlines this pretty well in their Blog Post Frequency Overview.
4. It’s Not All About You
Like I said earlier, blogs shouldn’t only be about your company and your products. No one wants to read a blog full of product sheets! For higher engagement, focus on industry topics, market education and helpful topics that will be beneficial to your customers. Once your doing all these things, then go ahead and mix in product and press releases as well as business cases surrounding your products. blogs can also be a great way for companies to showcase their company culture. This helps in two ways; people like doing business with companies they like and this can help them decide whether they like them and it can help get talent in the door to fill job positions. Check out the variety over at my company’s blog.
5. Sharing Is Caring
Blogging is social and should be easily spread over social channels. Be sure to add social share links to all your posts to make it simple for your readers to share your post. The more shares the more eyes on your site and thats what we started this whole blogging thing in the first place, right?!? It is also important for your readers to be able to easily connect with the author of the blog itself. Adding a little blurb like the one pictured below helps foster that connection and make it easy for readers to ask the author directly.
I hope these points can help you in your Blogging endeavors. Remember blogging is to communicate with your customers, not to boast about your achievements like that conceited jock in high school. Don’t be that guy! It’s a two way conversation, talk about things people want and need and don’t forget to join the conversation if they leave comments.