The way you brand your business blog will affect how people digest the information posted on your blog, and will make a difference in how people view and perceive your company. Before you make any impulsive decisions in regards to designing or naming your business blog, take a look at the following three factors to keep in mind throughout the branding process.
Think about where you want your blog to be in a few years after you’ve had writers contributing on a regular basis, or about what you want your blog to achieve. For example, do you want a company blog for the sake of attracting leads and improving SEO for your overall site? Or do you want your blog to be popular and recognized across the industry by industry influencers?
If you want a blog for the purpose of enhancing SEO for your site, you’ll want to focus on generating articles about relevant topics related to the industry. If you want your blog to be popular and shared among industry influencers, you may need to be more involved with social media and with generating conversation through the comments section of your blog. These are the types of factors you must take into consideration when devising a strategy for your blog.
Not all business blogs need to have a unique title, but if you want to play around with different titles to make your blog stand out from others in your industry, make sure the title is relevant and won’t be confusing to your audience. Several months ago, Verizon Wireless shut down its own company blog just two months after its release. Its title, which was SugarString, was too confusing and off-topic, and failed to resonate with target audiences. Learn from Verizon’s mistake, and keep your blog title relevant to your mission.
Consider your target audience when branding your business blog, since they’re the people you want reading your content. Will you be targeting millennials? If so, you’re going to want to stay on top of industry news, adapt the language of your millennials, and develop content that resonates with a younger audience. Are you targeting older adults and seniors? Think about the types of content these individuals will find useful, and develop a voice for your blog accordingly. The content you publish on your blog, as well as the tone you use, should cater to and resonate with your target audience at all times.
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