Blog Posts
Why Blog?
Blogs can be a valuable part of your marketing/communications program, especially for audience segments already partway down the funnel: they’re aware of you, they’re interested in what you have to say, and they’re willing to spend a bit of time getting to know you better. How valuable is that? Treat those people with kid gloves!
Blog content can deepen and broaden the understanding your audience has of your organization, your products and services, thus establishing you more firmly in their consideration set. Some options:
Provide information and insights useful to your audience. (How do you know what they’re interested in? Use analytics tools to see what they do on your site, and which keywords bring them there.)
Showcase your expertise and provide a more detailed perspective. If there’s a topic in your industry that everyone’s talking about now but might be stale in a year’s time, the blog can host it.
Convey secondary messages, different angles, or focus on a sub-brand. People want to see “behind the scenes”.
Let different voices from the organization express themselves. Perhaps this is the place to introduce some hard-working staff who aren’t public-facing?
Blogs don’t have to have a strong sales call to action, which can be refreshing for readers. Not all your content should shout at them to buy.
If you’re using PPC to drive people to your blog posts, make sure the content you send them to is valuable and relevant to what they were searching for. Nothing turns people off a brand more than taking the time to click and getting nothing for it but some keyword-stuffed fluff.
The blog posts below were written for the Royal Ontario Museum. Click to enlarge.
