No one has to tell you that your brand is crucial for your company’s identity and success. Branding is its own unique science, and the best marketers spend millions of dollars figuring out how to generate mass appeal through the use of design elements, color, and symbolism. However, there are times when something gets forgotten: your blog brand.
Your Blog: The First Thing People See
Blogs are designed to be online magnets, drawing new visitors to your site. Bloggers write SEO-driven content as a way of attracting new traffic to your doorstep. Unfortunately, it frequently happens that the blog itself looks completely unremarkable, with nothing that uniquely identifies it as being connected to its specific company.
Why Your Blog Needs to Be On-Brand
Think about some of the most successful storefronts you can remember. When you’re in a shopping mall (if you still go to malls) you can spot great storefronts from the other side of the building: Apple, Nike, and Starbucks are just a few good examples. Logos, colors, and design all work together. You know instantly what these places are.
Blogs are often not thought of this way, but in reality, your blog is the front door to your online company site. When your blog provided the link that led to a new visitor coming to your site, then that blog post is the first thing the visitor sees about you. It’s the welcome mat to your business. That’s why maintaining a strong brand connection is critical from the first step.
Maintaining Consistency Is a Continual Practice
Of course, maintaining a brand is easier said than done. All you need to do is look at the statistics to realize that there’s a gap between “what people want their brand to do” and “what the brand actually does.”
Consider this: 77% of marketing leaders say that a strong brand is critical to their growth plans. Yet only 60% say that their brand identity is actually aligned with their long-term goals. If your brand and your long-term goals are at odds, this is something that needs to be fixed. A 60% success rate is a pretty low number when you consider that these are cases of self-analysis.
As a business owner, you need to find areas where the branding isn’t working. Those trouble spots need to be identified and corrected, or the business will suffer in the long run. And hopefully your blog––your “front door”––isn’t one of them.
Risks of Ignoring Your Blog Brand
Your company blog should not be a place where people get confused about “where they are.” We don’t need to spend too much time considering the downsides of this––it is probably fairly obvious that a weak brand will lead to higher bounce rates, while a strong brand will help bridge the gap from the blog to the rest of your site. That in turn will help translate “visitors” into “customers” and boost your conversion rates.
When your visitors come to your site because of an SEO-driven post, they should know whose blog they’re reading. Here are six ways to make sure that’s exactly what happens.
#1 – Your Blog Brand Should Be Visually Consistent With the Rest Your Company
Human beings recognize design elements pretty quickly. We can spot colors and logos even before we read words.
The Starbucks brand is associated with the color green––so you can bet that they’re not suddenly going to start making all their materials purple and gold. If you look at their website, their lettering and color scheme is green, just like their stores and logo. In the same way, Target’s website relies heavily on the color red. Whatever the individual design, the key is consistency.
Your online blog is another manifestation of your company’s image. Even if you use a WordPress map that isn’t directly on your company site, the colors, fonts, and logos should present a unified aesthetic. When your readers click from the blog to your website, they should feel as though they are still in the same space.
#2 – Your Blog Writers Should Understand Your Niche and Company Voice
After the design elements are taken care of, it falls to your writers to continue the work of building a blog brand.
Every industry has its own set of rules and expectations. Blogs that promote a medical practice should be informative and authoritative. They can be friendly, but probably not overly casual if you want to encourage customer trust. Meanwhile, a business that sells party supplies for kids will want a blog voice that’s more fun and laid-back.
Whether you hire blog writers or do all your blogging in-house, it’s important to make sure that they keep the tone consistent.
#3 – Your Blog Writers Should Know Your Audience
The whole purpose of a professional blog is to connect with your readership. For some businesses, this might entail a lot of general information, while for others it might focus on specific products or services. Typically, a business chooses its brand, logo, and design elements in order to evoke a feeling or certain associations. Blog writers should be able to identify what the brand is “trying to say,” and then match the content to the aesthetic based on the expectations of the people most likely to be reading the blog: your customers.
#4 – Your Blog Writers Should Understand Your Monetization Strategy
When you think about the reason for having a blog brand in the first place, it’s to connect your audience to your website. The blog becomes a way for your customer base to get to know you better, and hopefully become more interested in your products.
While SEO research helps get visitors to your site in the first place, the next step will depend a lot on who’s writing the blog. If monetizing the blog is part of your strategy, your bloggers should know how and why. Are you selling a subscription to something? Are you writing product reviews for an affiliate program? Are you selling your own products directly to the customer?
Whatever your approach, your blog writers should include a strong call to action––one that reinforces and connects to your brand every step of the way.
#5 – Volume, Volume, Volume
A store in a shopping mall might have only one customer entrance, but an online store has hundreds (if not thousands). Each time a customer asks Google a question, the specific words they choose will determine what results they get in response. When these keywords are included in a blog post, that post becomes yet another way for the customer to reach your business.
This is why having a blog with a high number of posts will help you far more than a blog with only a few. Each of those posts represents more customers that will walk into your store––but it also bolsters your company image and brand.
Having a blog that deals with a wide range of topics is far more interesting to readers than a blog that only has a few options. Given that most customers look at three to five pieces of content before they make a purchase, you are better served if they can get it all on your site.
The more time they spend on your site (and connecting with your brand) the more strongly they will associate with your business.
#6 – Be Patient, But Be Persistent
Blogs and brands have a few common characteristics. Among them is the unchangeable fact that both are great tools when you’re playing the long game.
Companies don’t change their brands every few months, unless they want to confuse customers and ruin their identity. Likewise, it can take months (if not years) for a blog to show its true potential. In both cases, the payoffs are remarkable.
When you add blog posts regularly, you are giving yourself more chances to connect with your audience, make sales, and invest in the overarching health of your business. If your design, your content, and your blog’s “voice” are all integrated with your brand, you’ll reap the benefits in the long run.
Build Your Blog Brand: SteadyContent
If you’re a business owner who is looking for help with your company blog, you’ve come to the right place.
At SteadyContent, we’ve been supplying business owners with superior blog posts since 2010. We’ve written for hundreds of unique companies, in markets and industries across the globe.
Our team includes 550 writers who create optimized content at the rate of 5 million words a month. Each post is completely unique and contains high-quality SEO keywords that have been specifically chosen for your company.
Our team uses the most current SEO research software, pulling from search data that is updated by the day and even hour. Our writers have been selected from the top 5% of applicants to ensure the best quality content in every post.
We’re currently offering a trial package that allows for new customers to get a post risk-free, so you can try our content and see how it all works. If you haven’t worked with us before, give us a call––and discover the difference that SteadyContent can make for you!