HOW TO: Remove the Snooze from Your Company Blog

Once you get past the “should my company be blogging” hurdle, you need to ask yourself “what type of blog is right for my company?”

Unfortunately, many companies forget that question and take starting a blog lightly. That sets them up for a blog full of regurgitated press releases with a high snooze factor and little readers. To remove the snooze from your company blog, figure out what strategy (or strategies) will build the most rapport with your target audiences and achieve your company goals.

In no particular order, here are ten to consider:

1. Share what’s going on behind the scenes. Have your employees create “personal diaries” about the work they do and the people they touch to create an emotional connection with your readers. Example: Operation Blessing’s With My Own Eyes blog.

2. Establish thought leadership. Blogging about industry trends demonstrates to your readers you deeply understand your industry, the needs of your customers, and the broader marketplace in which you operate. Example: Ogilvy Public Relations Worldwide’s Fresh Influence blog.

3. Showcase creative ways to use your products. Blogging about all the fun, cool, and innovative things you can do with your products (while refraining from sales pitches) inspires your readers to buy them to try them out. Example: Sharpie Blog.

4. Engage your customers. To increase sales and brand loyalty, invite readers to send in stories, images, and videos of themselves using your products in fun and interesting ways. Example: REI Blog.

5. Engage your employees. Encouraging a cross-section of employees to write blog posts and submit comments helps connect with your customers and increase camaraderie. Example: Southwest Airlines’ Nuts About Southwest blog.

6. Solve problems. To enhance your brand image and highlight tough industry issues, provide an online community for readers to share ideas and support one another. Example: March of Dimes’ Share Your Story blog.

7. Crowdsource innovations. Ask readers to submit ideas to improve your products or services to make your blog a giant brainstorming platform. Example: My Starbucks Idea blog.

8. Reflect on your company news. Having a top executive create a “personal journal” blog about the latest company news can increase customer satisfaction and sales. Example: Marriott On the Move blog.

9. Increase customer loyalty. To keep customers coming back for more, create a blog that creates nostalgia for your brand. Example: Coca-Cola Conversations blog.

10. Showcase altruism. To enhance your company image and connect with your customers, blog about your employee volunteering and corporate social responsibility efforts and what your support means to the people you serve. McDonald’s Values in Practice blog.

Did I leave your favorite strategy out? Please share your ideas in the comments section.

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