Many companies think of blogging as adding a bolt onto an existing machine. In reality, the companies that are successful at blogging inspire a blogging culture throughout the organization. To do this, your business needs to become a blogging machine.
3 Ways to Turn Your Company Into a Blogging Machine
Method 1: Share Experiences Using Your Product
Let the whole company use your product. It can turn them into great evangelists for your brand. People will see that you love your product, which gives them more reason to love it.
The Kodak 1000 words blog is not about cameras - it is about the power of photography. Kodak employees blog about all that they can do with a camera. Through sharing their photographs and the stories behind them, they show their true emotional connection to Kodak's product.
Even if your employees are not your target market, crowdsourcing content from your actual customers is a great idea. At HubSpot, even though we use our own software and we also showcase case studies from customers.
Method 2: Share Your Expertise
If people are in an industry, they should be knowledgeable about it, and might even be passionate about it. People love talking about something they're good at and passionate about.
Consulting company Accenture allows employees to blog about delivering high business performance. By doing so, Accenture has inspired a collection of some of the most prominent business blogs today. They show that they know their industry, and gain trust from potential customers.
Method 3: Share Your Company Culture
Southwest Airlines created an unconventional yet successful blog around corporate culture. While sprinkled with company news, the blog draws mostly from employee stories.
While your company doesn't need to have a left-field culture like Southwest, you can still let people know how you get things done. This can help you gain a reputation as a thought-leader in your industry, and improve your image for potential customers.
It's hard to get employees interested in blogging. Adding a marketing bolt on to your organization can only help you distribute news about your company more aggressively.
Turning your company into a blogging machine is a great way to produce useful content that is relevant and interesting to your customers. It enables your employees to advocate for their work and interact directly with customers.
What can you do to make your organization a blogging machine?
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