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Twenty years ago the concept of ‘blogging’ didn’t exist. Today it is a well established factor in our society. While blogging has become common place in many industries, at Seminal Research we’re keen to present the effectiveness for brand image.

Many businesses will have a blog simply because they feel that they should. With a good blog it is possible to attract thousands of people to your website. A good company blog can be a powerful tool that builds awareness of your brand, while providing readers (and ideally customers) with a sense of engagement. But many companies don’t ‘get’ blogging. At some time in the past, someone in the marketing department felt it would be a good idea to create a company blog, but the energy, interest and impetus were lost. It is easy to identify many blog sites that are slow, or even dead. A blog like this is unlikely to present a positive brand image. An indication of the effectiveness of a blog is the number of comments being generated.

If you’re considering creating a blog, consider the following factors:

1. A blog won’t generate web traffic on its own
If you think a blog will attract people to your website, think about how people are going to find out about your blog. To some extent, it will add to the number of key word hits that may occur from a web search, but the effect will be small. Rather, a blog should be designed to provide a point of interest, and a reason for people to re-visit your website. Regular return visitors will be regularly reminded of your brand.

2. You will need to commit to ongoing blogging
If the aim of blogging is to build repeat visits to a website, then the blog needs to be refreshed to give people a reason to come back. The best way to encourage re-visiting is to have fresh blogs posted on the same day every week. Or to have visitors subscribe, so they don’t need to come back – they get your blog (and your brand) in their in-box on an ongoing basis.

3. Make sure the content is interesting or relevant
A good blog will focus on solving a problem or providing interesting insights for your readers. It gets back to the old ‘features’ and ‘benefits’ concept. You may think you have the best widget every made, but if it doesn’t solve someone’s problem, then why would they be interested in reading about it?

4. Ensure your blog is targeted
If you’re considering putting a blog on your website, ask yourself ‘who is going to read it?’ As with other branding issues, target your blog at a specific type of person. As a guide, it should be targeted a those who are your best current customers. You may need to commission some market research if you don’t already have a good understanding of who your current best customers are.

Seminal Research can help your organization in many ways. Starting with usability testing, we can also help with your customer segmentation to make sure your blog is reaching the right people, boosting your brand image.

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