We love this cartoon by shoeboxblog.com so much that we had to create a blog around it. And isn’t it the truth that people will completely ignore everything your company creates until they find an error within its content? Here are a couple of points that are sure to increase the positive interactions with your blog:
1) Create content that people will want to read for practical reasons—in other words, blog the solution to their problems and/or produce content that your clients will find interesting. Do you have someone on staff who can create content that will speak to an entire circumference of issues? Assign the job. Here’s an example: Let’s say your business manufactures expensive table lamps for residential use. If you were to blog continually about the loveliness and quality of your lamps, people would eventually tune you out because no one purchases table lamps on a daily basis. However, if you were to take a few steps away from your products and look at your customers, you may recognize that most of them could be classified as individuals who have an interest in fine living. Change your blog strategy to include content that’s 75% fine living discussions and 25% product push.
2) Make it clear that your business content is written by a real person. It’s easy to criticize an impersonal corporate entity, but it’s less likely that people will tear apart a blog written in a human’s voice. Here’s an example: We have some friends who own a small wine and cheese tasting storefront. They recently starting blogging about their products, and they received some criticism for a few opinions made in the blog. Their business marketing is based on the idea that everyone can enjoy wine and cheese, even if you don’t understand all the complexities of wine selection. The blog happens to be written by the owners’ nephew, a 25 year old wine newbie. The problem wasn’t that he gave his opinion of the wine, but that he didn’t frame his opinion as “I’m still learning what I like, and I didn’t like XYZ for the following reasons . . .” The blog is currently being revamped to include the nephew’s bio, and the tone of the blog has become more of a wine/hospitality adventure. The bottom line is that we should continually invite conversation. If we are willing to share our soapboxes, we will eventually create a customer base of brand advocates. At the very least, and in the short-term, we will learn more about who are customers are and what they need from us.