By Mary Lou Denny
An impactful blog can do several things, from fostering a sense of community around your brand to creating acceptance for a new product. Like a never-ending Web of success, your blog can be a focal point that spreads social media push-through. With the ever-changing utility of the Web, now’s a great time to examine your blog and identify opportunities to freshen it up, whether you’ve been blogging for several months or several years.
One basic but critical thing to keep in mind is pushing through personality. The social network relies on connecting with real human beings. In your blog communications, you can and should be humorous, wise, persuasive, serious and more. These characteristics build a richer connection, whether you’re offering advice or lending perspective.
Another way to enhance your brand’s overall Web presence is by integrating testimonies into your blog that provide clear product or service benefits to your readers. This will feed search engines, bringing results that include such tacit endorsements of your brand and services. Similarly, your blog can highlight noteworthy projects, buzz-worthy media placements, exciting contests, impactful partnerships and ever-important sustainability. More than ever, your green products and practices are a competitive advantage.
Also, blog readers expect to see more than just words, so a vibrant visual experience is always welcome. An engaging visual could be anything from a “before and after shot” to a YouTube video or a striking infographic. When sharing rich content, remember the opportunity to point readers to more extensive galleries or content on your site or your Facebook fan page.
When creating content, leave readers feeling good and wanting more. In TV, you have cliffhanger season finales. In broadcast news, you have kickers—those short, sweet, human-interest stories designed for a feel-good chuckle. While your great content itself can be a terrific draw, you can help serial readership by ending posts with a flourish that reminds viewers to “stay tuned” and “don’t miss out.”