It’s a boring word.
“Hello, how are you today?”
“I’m feeling kind of blog today.”
The word to use there might be ‘blah,’ but blog works just the same.
It’s a word that begs to be underestimated. "Our products are great, our business is awesome, blog, blog, blog."
The word blog comes from a truncation of the word ‘weblog’.
And perhaps back in the early days of the world wide web it was a log of some sort, like a guestbook or something.
But today, in B2B marketing, the ‘blog’ is a window to a company. If a company’s website were a hotel, the blog would be its lobby – an important forum for socialization, collaboration, communication and organization. No matter how terrible the name, its importance stands.
A blog is your publication. It’s your own newspaper and television network. The technology exists, will you utilize it?
We know from research, that having a weekly blog can double or triple the web traffic and leads that a company can get. And daily blogging will yield 500% the web traffic over not blogging.
But how do you find that much to write about? And how can you make sure that your blog is not as blog as it sounds? Oftentimes, marketers who are underestimating their blog simply aren’t diversifying their messaging enough to make effective use of the medium.
The first step is realizing that like all mediums, each blog post is just one facet of the larger narrative. Like a good movie, there will be a tapestry of communication en route to the intended message.
No brand can be all serious all the time, nor can a brand try to be funny every day – unless humor is it’s essence, as with Taco Bell for example.
Consider these three messages from the same company, Google. They are not blog posts, but the learnings apply – it takes a variety of voices for a good narrative.
The first is the feature-oriented. This is often the route brands want to take when they are first moving into content marketing. This video is informative and valuable to the end-user. And it’s logical. But in almost two years of being posted, it has only 2.2 million views – not a lot for a Google video.
The next video is more entertaining. It’s not funny, nor is it feature-oriented. You could say it’s inspiring. It creatively illustrates its message, and it got TV distribution to assist. In just a couple of months, it’s at 2 million views – not bad.
In the third video, Google departs entirely from the brand message. In fact, they depart from the product, because the product in this video is a joke – it’s their April Fools video. In this video, they describe Snoop Dogg’s recent collaboration with Google wherein he became passionate about coding and technology and demonstrated true innovation. In just three days, this video has 28 million views. Can they do this every day? No. Was it valuable marketing? Absolutely.
Which style of messaging is best? All of them. Because they are all necessary for a complete content marketing strategy. Brands who haven’t moved past feature, technical or news content should consider adding other types of content, while brands who are all goofy all the time should find a technical or mission-driven voice for some posts.
With a more balanced voice, you’ll better connect with your audience through equal parts education, entertainment and inspiration in your content marketing efforts.