There are countless blogs about blog writing. Today, I want to throw another one on top of the pile. I also hope to clarify some of the value behind it as well as some of the strategy that goes into purposeful blogging for businesses.
As I see it, there are two main functions of blog writing for business: one, to define your brand’s values, to tell your story. And two, to build up your fortress of online content to be found more easily through search.
In this case, knowing is (probably less than) half the battle. The other half is going out there every damn day and getting your hands dirty. (Computers are filthy.) Creating exciting and useful content day after day can be difficult. Here are 5 types of blogs you can write that will fulfill both functions mentioned above:
Your backstory. Tell people who you are where you came from. When it comes to building relationships with customers, they will be drawn in initially by one thing or another, but forming a deeper appreciation is what will keep them around. Origin stories, memories of tough times, and turning points in the life of the business are all things to consider as blog topics that can contribute to your story as a whole.
A partner spotlight. Whatever you do, it is unlikely that you do it alone. Showcasing one of your partners, be it an individual or a business, shows that you appreciate those who help you do what you do. It also helps your audience contextualize you, to find out what kind of business you are, not in terms of industry, but in terms of personality. Plus, if you show some love to other businesses, maybe they will show some to you.
Behind the scenes. If people are interested in what you are doing, there is nothing they would like more than to be invited behind the scenes. Use your blog as an opportunity to share some insider information that someone who only purchases your product could never know.
Making a tough decision. Though I do not mean to suggest you treat your business blog like a diary, there are some situations where it can be a good idea to share some of the details of a complicated decision or situation. For example, maybe you decided to switch providers of a certain service for moral reasons. That could be a great way to put the company’s moral compass on display without simply saying “at X, we care about Y.” I think it benefits businesses that want to attract repeat buyers and viewers to share this kind of information in order to build trust.
A photo essay. If there is one major trend (in truth, there are many more) in digital media right now, I think it is toward communicating with images and brevity. Not every blog has to be a 500-word mini-essay on one topic or another. Attending an event or doing something extracurricular as a company? Post a series of related photographs with brief captions.
So, how well-articulated is your brand’s story? If you want to start a blog but are not totally sure how or why, I hope these suggestions have helped fill in some of the blanks. Remember that each time you publish you are adding a piece to the proverbial puzzle of your brand’s identity, so make sure each blog is a great contribution.
Image credit: CC by NOGRAN_s.r.o