Nathan Yerian
It's been said that the greatest form of flattery is imitation. Coming up with a unique, never-been-done-before strategy is virtually impossible. Somewhere, somehow, someone has probably done it before you. So when it comes to your blog, rather than reinventing the wheel, check out these five effective company blogs to learn what readers are looking for.
1. Southwest Airlines: Nuts About Southwest is consistently ranked among the best. Why? They follow the most basic rule of business: the customer comes first.
Southwest's blogging team consists of a diverse group of authors, ranging from customer service specialists to pilots. Each brings a unique view of the industry and the services Southwest provides.The blog is a dialogue, rather than a dissertation, because they actively pursue consumer participation. Remember, people want to be heard.
2. Procter & Gamble: Even though many of Proctor & Gamble's leading brands are targeted towards women, the company saw an opportunity to build business by reaching out to men and creating a niche blog for them.
The content of Man of the House covers areas traditionally geared towards men: money, career, technology, family and fitness. Three tips: the integration of photos makes it visually appealing; share buttons are at the top of the page, so readers that find value can share with their network; the brand message is subtly integrated.
3. Disney Parks: Disney has a reputation for creating memories that last a lifetime, so it's no surprise that they did the same with their blog, Disney Parks.
To encourage more visits and make them more enjoyable, the family-friendly site provide tips, tricks and insights through stimulating, crisp photos. As a bonus, readers get a behind-the-scenes look at the theme parks. People are interested in the back story.
4. Marriott International: In a strategic move, the CEO of Marriott International, Bill Marriott, authors Marriot on the Move.
The blog offers insider updates about the hotel franchise and makes a connection few companies provide, immediate access to the man at the top. Readers feel in-the-know, and empowered when reading it.
5. Playstation: The Playstation blog takes interaction to a new level, allowing readers to share their ideas directly with company executives, game creators and others responsible for the Playstation experience.
Readers then vote on the ideas, so the company finds out what its customers want. The blog also offers stimulating graphics, updates and technical information geared specifically to its loyal customers.
Takeaways for your blog: Choose your target audience carefully. Focus on content that's pertinent to that audience. Use eye-catching images to paint a strong picture of your story. Make it a discussion by letting your readers participate.
Put the customer first, and you'll be rewarded with a growing readership and bigger business.
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