We’ve said it before, but I’ll say it again: If you blog for your business, you will see results. It’s that simple.
Whether you’ve just created your first product through Kickstarter or you’re a seasoned, Starbucks-sized brand, your blog can move the needle. And we’re not talking about sporadic bumps here and there – we’re talking about some serious movement. On average, a business that blogs generates 55 percent more website visitors than those who don’t. Not convincing enough for you? How about this: 69 percent of businesses attribute their lead generation success to blogging.
That said, if you’re reading this, you’re probably not Starbucks – even if you are Starbucks-sized. That means you don’t have their brand recognition or the finely-tuned marketing strategy powering your efforts. But don’t worry, I’m here to help you answer the following question…
How can you boost your brand – personal or otherwise – through blogging?
To answer this, we’re going to take a look at what I believe to be one of the best “brand” blogs out there: The Pioneer Woman. For those who are unfamiliar, The Pioneer Woman is the food and lifestyle blog of Ree Drummond, a self-identified city-mouse-turned-housewife currently “roughing it” with her family on the Texan frontier. In fact, her blog is so successful, it landed her a show on the Food Network.
So what lessons can businesses, as well as those with personal brands, take from Ree’s successes? Let’s take a look…
Content
When I first subscribed to this blog, it was called The Pioneer Woman Cooks, and it was exclusively centered around her recipes. All of her posts were original, featured compelling images and included actionable tips to bring you the best results in your kitchen. Now, however, Ree’s brand is just The Pioneer Woman. Her content has expanded from only recipes to everything a lifestyle blog could possibly include – personal confessions, cooking (hurray!), home and garden projects, homeschooling, and more.
While the subject matter of her content varies from post to post, everything she publishes still includes content that is original (a big plus with Google) and informational. That means I know that whether I look at a recipe, a gardening tip or even her thoughts on Downton Abbey, what I read will be unique to The Pioneer Woman.
Lesson: Your content should be unique to you, and in some way educational. Don’t be a copycat or worse, a bore.
Tone
When you think of the Texas frontier, chances are high that you’re invoking some twangs, some “howdys,” and maybe a few “y’alls.” Ree doesn’t let you down. Her tone is true to a Texas housewife: It’s welcoming, feminine and a bit silly at times, but it is true to her brand’s voice. I’m not suggesting you tell your readers you love them as she does, but in a blog that openly shares her family life with her readers, it works. The tone of her blog fits her voice, which fits her content, which is tailored to her readers, and so on.
More importantly, her tone is consistent. For example, Ree rambles. It’s endearing, but it’s also guaranteed. So every time you open her blog, you know what to expect.
Lesson: Though you probably aren’t going for a rambling Texas drawl like Ree, you should share your content is the same way. Understand your brand’s voice – its personality – and develop an appropriate tone to portray it. Then stick to it. Don’t share content with your readers personally and casually in one blog post, and then address them as “sir” or “madam” in the next. Be consistent.
Imagery
If you happen to find yourself on The Pioneer Woman’s homepage, chances are high the bright colors and vivid imagery are some of the first things you notice. From a warm, holiday-themed header image and rotating hero images, to photos in her sidebar, Ree’s blog is full of dynamic, visual content – as it should be. Forty percent of people will respond better to visual information than plain text!
Lesson: Include engaging photos and visuals in your blog posts. But not just any images will do – be thoughtful! The images you select are another demonstration of your brand’s identity and voice, in addition to being another layer of your content. Thus, they serve to create, reinforce and build your brand, while, at the same time, making your message that much more attractive, interesting and engaging.
What’s Next?
Your blog’s content, tone and imagery are the foundation of building your brand through your blog. This is important because your blog is first and foremost a marketing channel. It supports your growth by driving traffic to your website, providing opportunities for your visitors to convert in some way.
“Your blog’s content, tone and imagery are the foundation of building your brand through your blog.”
So your blog needs to represent you in the best, most authentic way possible. Create unique, informative content. Develop an authentic personality and portray it consistently through your tone. And don’t forget images!
Once you have these brand-building fundamentals down, it’s time to share your content. That’s the next step in driving results through your inbound marketing efforts.
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