4 blogging ideas for brand managers

Consumers are hungry for content—and in today's digital landscape, there's no shortage to feed their appetites.

Communicators of all stripes can increase engagement, boost visibility and entice potential customers or clients through blog posts, especially if they offer people answers, inspiration or new ways to look at common problems.

Here are four ideas for moving past boring and making a splash with your organization's blog:

1. ModCloth: Offer instructions and projects.

ModCloth's blog is filled with outfit ideas, but it also offers recipes and do-it-yourself tutorials that include an upcycled pinboard, coffee cozy and Halloween wreath.

Many of the blog's hot tips don't require the company's products. Instead, they offer followers helpful and fun advice, which can foster trust with consumers. Offering this kind of content also increases interest in blog posts that do highlight the company's products, such as its recent Halloween wreath.

In its post, ModCloth wrote:

We're so excited to start carrying Paper Source here at ModCloth. Now you can get gifty, crafty, & creative with their amazing assortment of items. To make this Seasons Weavings Wreath, simply follow these step-by-step instructions. It's as easy as 1, 2, BOO!

Show consumers how they can integrate your products and services in their lives—especially if you can highlight less-common uses. Don't be afraid to share content that isn't tied to a product or sales pitch, either.

[RELATED: Modernize your intranet to increase collaboration and productivity in the new digital workplace.]

A mix of "free" instructions and sponsored tips shows you're not just concerned with moving fans through the sales funnel, but you also want to help them improve their lives. More than nurturing trust, the strategy can create brand loyalists.

2. BusBank: Lean on listicles.

BusBank's blog offers tips, insights and lists on traveling via bus for a variety of situations—including business trips, parties and scenic vacations. Its posts about top national parks or nature drives fits its market niche well, but also gives consumers ideas for their next adventures.

Creating a list of lessons or takeaways caters to consumers who want to consume content that's easy to skim. The trend of "snackable" content will only grow: Mobile devices now account for more than half of the traffic online, and 53 percent of mobile site visitors will click away from pages that don't load in three seconds or less.

Capture short attention spans with enticing headlines, helpful lists and hooks that tie to current news or trends. In BusBank's case, more travelers could hand over the keys because of a recent National Parks proposal to double the fees in 17 of its most popular locations.

3. LastPass: Empower readers with knowledge.

The password management service offers B2B content, such as tips to protect your business and how cybersecurity breaches can affect organizations. It also offers B2C content, such as a security guide after Equifax's data breach and password facts.

These posts show how organizations that serve different audiences can target both through relevant content, while at the same time sticking to core brand values. You won't find snarky text or humorous content on the company's blog, but you will find information—lots of it—aimed at protecting your data.

Brand managers for regulated or "unsexy" organizations—such as hospitals, government agencies or research foundations—can still create content an audience wants to read.

Put reader's questions and concerns first (conducting research with surveys and social listening can help identify these), and create content with the goal of providing answers and solutions that better a reader's life.

4. Worldwide Breast Cancer: Go visual.

The nonprofit organization behind the world's first global breast cancer campaign shows the power of images—through lemons.

It's campaign, called "Know Your Lemons" is accompanied by an infographic that health care organizations can buy as posters to drive awareness. The solution to bringing up an uncomfortable (and sometimes scary) topic is to "use friendly objects that look similar to breasts."

According to Worldwide Breast Cancer, lemons overcome language and education barriers and make it easier to discuss and spread information. The organization reported that 89 percent of people surveyed "said they were better able to recognize signs of breast cancer after seeing this image":

 

The organization's visual strategy extends to other efforts, too: One of its posts details how to talk to kids about chemotherapy, which uses easy-to-identify images and a personal story (with photos).

Visuals entice readers and can overcome attention and learning obstacles. You can also repurpose the visuals across social media platforms to increase reach and conversation.

(Image via)

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