26 Sep Do’s and dont’s when blogging for a brand
If you don’t read anything else in this post at least read this: The most important thing you need to do when blogging is to be human. What do I mean by that? Of course, you are human!
As marketers with often emphasize gimmicky offers and sales pushes, instead of interacting like normal people. Social media is about being social. The conversation should be causal and most importantly we need to interact. This includes interacting not only with your customers, but also other brands. If you see an article or blog post by someone else that you really enjoyed tell them. They will appreciate the interaction and compliment. That ultimately helps your brand name be seen positively.
Make sure your content is worth sharing! I read a recent survey that said a brand needs to share 5-10 blog posts a week to see SEO results instead of how it use to be with 2-3 posts a week. If you are a small brand this may seem overwhelming, believe me, I am there with you. Step back, breathe and realize your limits and what is important. Yes, I could post 5-10 posts a week if I really wanted to, but how great would the content be? Unless you have a larger marketing staff producing quality content this posting rate would be a challenge. As a content company, the quality of our blogging content is important to us, so it may take a bit longer to see results, but hey, didn’t the turtle win the race in the end?
Don’t write a blog post on your recent trip to Harry Potter World if it has no relevant relationship or lesson relevant to your company. That said also recognize you can cover general topics. For example, Content That Works sells content, but we post on topics like social media, native advertising, sales and customer relationships. All of these are related to our field, but we might also post about life, liberty and the pursuit of happiness if it relates to our customers and managing their businesses.
Have personality, but don’t be offensive
This one may seem to be common sense, however, I have read many blog posts by companies who think having someone post their thoughts and opinions is all they need to get the human factor. Wrong.
You need to remember what you are blogging on is a reflection of your brand. For example, I recently read a post by a company (not going to share the name for their own embarrassment sake) that talked about introverts and how they can have great ideas, but don’t speak up. True. However, the blogger created a façade of extroverts as loud babbling idiots who don’t have the best ideas, but rather just blurt out ideas and never need alone time to process. As an extrovert, I was offended by this perception. Moreover, this blogger came to this assumption without doing any research. If she had, she would have discovered there have been scientific studies showing extroverts also need time alone to process ideas but are just more confident to share them.
This gets to my next point.
Interact with your audience. I posted on this blog expressing my agreement that introverts can have better ideas sometimes and both types in the workforce make a great balance. My comment also pointed out she insulted perhaps half the population with her false accusations about extroverts. In addition I provided her with a medical study link about this subject.
You know what she said back? Nothing. No response at all. As a brand, this is probably the worst thing you can do because social media is all about interacting. This is especially true when people have negative feedback or disagree. If you don’t respond it not only looks like your brand doesn’t use social media for its actual purpose, but also will make them feel ignored and probably angry with your brand.
Why is this bad?
You don’t want them interacting again, right? So you just ignore them. Wrong. This person will forever have a negative experience with your brand because you didn’t fix it. What’s worse they probably will tell their friends about it, spreading the tarnished perception of your brand. I had actually really liked this brand before the post. If the writer had responded back to me with an opinion that differed from mine, it at least it would have been interaction. I probably would have left feeling fine and with no hard feelings. This gets back to point number one: be human. Humans respond even if it’s negative.