Whenever I engage in a little background digging on a company, I check out their blog. It’s a place where you can get a real feel for their voice, the brand and the people who make it what it is. BUT, there’s nothing worse than seeing a blog whose last post was six months ago. OR WORSE — a post by an intern detailing “A day in the life”.
Don’t blog just to blog. Map out a content strategy or unblog yourself right now! It’s painful to see a blog that is two years old and has four posts. As a company, you need a content strategy just as much as you need an active sales pipeline. If the thought of blogging makes your team break into hives, create subject silos. Mondays, health. Tuesdays, lifestyle. Friday, weekend activities. A broad-strokes calendar will make the process less intimidating. Then assign. There has to be accountability, or fingers will get pointed and shoulders shrugged. Make it fun and competitive. Whoever has the lowest page views buys the whole group a round of margaritas.
The simple fact is the content already exists. It just needs to be organized, prioritized by what’s most relevant and interesting, and posted with tags. Yes, tags. If you aren’t employing SEO into your posts, you’re losing thousands of potential eyeballs.
Regardless of what your brand is, you can always find something to talk about, even if you’re a dentist. Did you see the Country Music Awards on Sunday? (Neither did I, so Google it). Who had the best smile? Pick, write a few lines, tag, post. So easy.
This brings me to Trader Joe’s, the social-media resistant brand I’m doing a deep dive on this semester. Deeply resistant to Facebook, Twitter, Pinterest and of course, the blog as well. But here’s the catch — they already have the content. Tons of it, updated weekly to their web site. Their “Fearlessly Featured Flyer” Products and “What’s Cooking” Recipes are chock full of the things blog posts are made of:
Right now, they live only on their web site, or you can “Print Recipe” and share. I can’t remember the last time I actually printed something, but yes, these “printer people” still exist…but not forever. And if you’re a green company, how ’bout saving some trees?
Their team divvies up the posts from products on sale to socially relevant news, such as “12 Ways to Stop Wasting Food” and “Earth Month Tips for Food Choices”. Nothing political, just relevant Green news.
As I’ve mentioned before, if your brand isn’t in control of their social media, someone else will grab the traffic, and present themselves as your brand’s “biggest fan”. While they may be, they’re also gleaning free traffic and making $$ off Google Adwords posted to their blog. If you’re a small company this is likely not happening. If you’re Trader Joe’s, it is:
You definitely want people talking about your brand and promoting your products, but who knows your product better than you do? If you’re not at the top of the search findings, you’re lost. Trader Joe’s needs to BLOG for itself!
WholeFoods, you made my DigiDay yet again.