5 Companies Doing Blogging Right

Blogging

Having a company blog and blogging strategically have become nearly as standard as having a logo. Obviously the latter comes first, but the former is something regularly launched alongside a business’ website. From offering prospects and customers a chance to consume informative content, to giving a glimpse of your company’s culture, to improving your SEO strategy, blogs can pack a powerful marketing punch. While straight emulation is never a good idea, it can be beneficial to learn from others who have realized blogging success. Here are some valuable tips from five companies that are on the right track with their blogs.

Ballet Beautiful

This workout system is one of the most recent exercise trends to catch on like wildfire. While the concept, the branding and the general marketing direction of the company are on point, the blog is another great tool in its arsenal. Mary Helen Bowers, professional ballerina and celebrity fitness guru who created the system, makes herself seem relatable and accessible through the blog. By interspersing posts from her perspective with inspiring images and quick tips, fitness seekers and would-be ballerinas gain a lot of value. You can learn from Ballet Beautiful by keeping your blog thematically aligned with your company and mission, and by integrating powerful images throughout.

BMW

It’d be tough to find someone who isn’t aware of the luxury automotive brand BMW. The German carmaker has solidified its footprint as one of the most elite and desirable varieties of vehicle on the market. The company’s branding consistently projects sleekness, sexiness and exclusivity. While consistency is an important thing in branding, it can also be advantageous to show different sides of your business. With BMW’s prestigious presence, the brand could come off as snobby and unattainable. But the company’s blog instead brings it down to earth.

Visitors can enjoy posts about BMW cars, the car industry at large and global news that are well written and even include some cheeky humor. Take a page out of BMW’s book and show prospects and customers other angles of your brand. For example, if your main product is a difficult, confusing piece of software, try softening your image by keeping your blog simple and concise.

Infusionsoft

Infusionsoft is becoming known as the premier sales and marketing software for small businesses. The company does a great job of capturing its culture in every part of its website, and the blog is no exception. With timely and relevant posts that are short and easy to digest, the content is enough to attract new customers. Infusionsoft includes some promotional posts scattered throughout, but they’re few and far between. The primary focus is offering real sales, marketing and small business tips to Infusionsoft users and non-users alike. If you want to achieve similar success with your blog, try being your prospects’ best resource. Give them actionable tips and help in the form of tight blog posts.

Lifelock

Along the lines of lending a helping hand to customers, a blog is also a good place to answer questions. Lifelock is a great example of a brand that does this well. The identity theft protection company has an intuitive, well-constructed website with extensive guidance available for visitors. Beyond including vast information, Lifelock’s blog answers specific questions that prospects ask. The company uses its blog as an avenue to address frequently asked questions, as well as a place to anticipate other questions. This allows for visitors to only make one stop on the website and likely have all of their needs met. If you want to be like Lifelock, a good start is to figure out what potential buyers are asking during the sales process, then aim to answer these questions in your blog.

Whole Foods

Finally, there’s the health-food grocery-giant Whole Foods. The company is admirable for myriad reasons, and its blog is no exception. Whole Foods’ blog offers recipes, nutritional tips, meal ideas and helpful insights about health from a variety of individuals. The blog includes a nice mix of videos, images and text. Visitors could get lost reading the blog for hours upon hours and still want to read more. To make your blog as addictive as Whole Foods’ is, make it interesting and applicable. If you’re a cleaning service, cover all the bases your customers may want to know about. Alternate a post on three steps to a spotless patio with a video of mistakes to avoid when cleaning a mirror and then instructions on making your own DIY green floor cleaner. You can hook your readers with information in easily consumable and entertaining, varied formats.

If you have a blog already, think about incorporating one or two of the lessons learned by these five companies. And if you don’t have a blog yet, keep this advice in mind when deciding the direction you’ll go with it. By learning from the best and being intentional, your blog can very well exceed your marketing expectations.

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