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Blogging and Brand Communications

Dismissed by marketers of technical product/service businesses as a “lifestyle marketing technique”, blogging has been one of the most underrated forms of brand communications. Typically, because traction takes a while to build and budget proposals on brand building that do not translate to immediate revenue results on a quarterly report usually get canned, blogging is a low priority channel for technical businesses.

But there is definitely something going for content marketers adopting blogging as marketing focus. The HubSpot 2020 survey showed that businesses adopting content marketing as a communications/brand building strategy used blogs as one of their three primary platforms. The Content Marketing Institute 2020 survey also showed that nine in 10 content marketers used blog posts as a form of creating content.

How should content be written? What are the basic brand communications principles for content marketing bloggers that span technical/non-technical businesses seeking to build their brand and grow market share?

First, create substantial value through content.

Based on the SEMrush (2019) study, articles that contain more than 3,000 words gather thrice the amount of web traffic and quadruple the amount of shares. By positioning your communications efforts correctly, you can become a perceived market leader through your blog posts. Do communicate a feedback loop to a consultant or customer service person.

Keep your eyes on the prize on why you are communicating through this medium.

Secondly, capture the impact.

Even if you are in a technical business, your posts do not need to be ‘dead boring’. The product or service typically ends up being used somewhere, particular in a B2B setting.

Find a way to draw and tease out the impact it makes on end users.

Thirdly, endeavour to be original/authentic.

What is your brand personality and voice about? Ensure that your brand guide provides the lead-in approach and style so that your business blog posts do not sound like the competition.

The temptation behind a “convenient benchmark” is that your business ends up trying hard to sound like it is in the game, nipping at the heels of a rival. That is not how your brand should sound or read.

Fourthly, mix things up.

Find the spokes within the main wheel that link things together. Act as a content “enabler” by connecting the dots so that others can appreciate the linkages.

This may even spur ideas on for more pieces of content for the blog.

Fifthly, keep things fresh and new.

As with content in all forms of media, new and fresh is the way to go.

Keep improving the blog on feedback as you grow a user base.


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