Blogging Your Business

Lately, I’ve been thinking about how marketing has become an exercise in story telling. People don’t just want to know what you’re selling anymore, they often also want to know the story behind the product, service or company. “Content marketing” has become the new marketing buzzword, and you’ll often hear people talking about the importance of company blogs – apparently, if you don’t have one, you’re in the digital dark ages.

I personally sit squarely on the fence when it comes to company blogs. Do I think companies need blogs? Absolutely. But there are three basic considerations:

  1. Don’t sell! A company blog is not another place to push your product. Push information. If you sell, say, mailboxes, talk about how the mailbox industry has changed or new trends in mailboxes, not just the features and benefits of the mailboxes that you personally sell
  2. Keep it updated consistently. If you’re not updating your blog consistently, it’s not worth keeping one. People want to see regular posts, otherwise, they’ll move onto other, more consistently updated sources
  3. Be real, but not too real. Your human voice needs to come through, not your corporate voice. But, keep it clean, though – no swearing, no running down the competition, no off-colour jokes

A blog is a great place (along with a really strong ‘About Us’ page) to tell your story. So, what are you waiting for? Get out there and tell your story. I’d love to hear it, too so leave me a comment and tell me more about you and your story.

2 thoughts on “Blogging Your Business

    1. Thanks for the comment. It’s one of those things that irks me as well, the hard sell on a company blog. I think it often happens because companies start blogging with no clear plan in place, and no direction on how to properly write a blog post. So, it ends up being full of pitches because that’s the easiest course of action.

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