Does your corporate blog have a personality?
The reality is that readers want to connect with something tangible. Something that feels real, human and authentic. Your blog needs to portray the personality of your brand, and help people better understand what it is you stand for.
The question you should ask yourself is; What impression will readers have when they first visit your blog?
This first impression is made up of a fairly complex set of factors - many of which are subtle and hard to measure. Things such as writing style, blog layout, architecture of your site, choice of imagery etc. Even if you were to ask your readers what it is they are looking for, you may get a blank stare or vague response. What they feel and inevitably how they perceive your brand is predominantly subconscious. But all of these factors in some way add up to a visitors perception of your brand and their likelihood to return to your site.
At the core of this first impression is your personality. Readers want to understand who YOU are, and whether or not they will be able to connect with you.
Here are some tips on creating a personality for your blog;
Be the real you. Authenticity is somewhat of an overused word in the online world. But over time people will get to know you, if you are trying to be someone you're not it will get exposed. Be yourself, and let it shine through in your writing.
Use your corporate brand as a guidepost for how your write. Much like you would in making hiring decisions or deciding on a relevant supplier, use your corporate values and brand to influence everything you write about.
Have a conversation. People don't want to read essays or textbooks when they come to your website. So keep your blog light-hearted and conversational - write the way you would speak to someone at the water cooler.
Use images that reinforce your brand. The type of images you use, and the way you represent them, have a large impact on a reader's perception of your brand. So make a set of clear guidelines for images and stick to it.
Make it about the reader. Talk to one person, and elicit emotion in your ideal customers. Do this with storytelling that speaks directly to your audience's fears and dreams.
Highlight case studies and stories to support your writing. Don't be afraid to reinforce your key points with personal stories or corporate case studies. But do this in a way that makes the reader feel like they are a part of the journey.
Make people the face of your brand. Readers of your blog want to engage and connect with humans, your employees are a gateway for you to make this connection. Bonus Tip: Employees may want to use this opportunity to grow their personal brand by having a presence on your corporate blog.
First impressions count, and a great way to help readers connect with your corporate brand is to create a personality for your blog.
'Create a personality for your blog' is one of the 30 Factors to Launch and Run a Successful Business Blog in this eBook.