Article
One Way To Empower Your Blog
Seems like blogs are everywhere these days. Some are started merely as personal, cathartic releases. Some to express an opinion. Some to cover a particular topic, like my own blog, Bikerumor.com.
Others are created as a business tool, either to keep employees abreast of company news or, more commonly, to reach out to consumers.
Between Twitter, Facebook, YouTube and other various services, there are myriad ways to blast out quick updates, sales and events, new product teasers and more.
When it comes to building a personality for your brand, blogs are what seem to pass as ‘long form’ these days, and they let you open a two or three minute window to your company, giving current and potential customers a chance to learn about why you do what you do…and hopefully they give a hoot.
Two great examples in the cycling realm are the blogs for Misfit Psycles and Santa Cruz Bikes. They’re both highly entertaining, full of personality and, occasionally, talk about their bikes. Read a couple posts and you get a sense of the people behind the brand, how they come up with their designs and sneak peeks at new bikes.
Despite being very small and medium sized brands, I imagine their blogs are far more widely read than those of major companies that filter their posts through attorneys and PR managers.
Long story short, if you have the time to update a company blog once a week or so, use that time to tell a story. Think about reading what you’re writing from a consumer’s point of view and ask yourself if you’d find it interesting.
