Rosie Kenyon | Marketing Account Director
A blog is a way of telling a story, a story about whatever you like. It can also be a powerful tool: the chance to tell your story directly to the people who are interested in hearing about it.
We can ‘tell a story’ to a much broader audience through traditional (one-way) media like newspapers, but it’s the quality of the communication – the personal contact – that makes a blog so effective. Getting good content up can help to tell a personal message about you and/or your company; it’s a great way to really connect with like-minded people.
If it is a sizeable reach you are after with your blog, there are of course ways to bump up the number of readers/viewers/listeners while still keeping it personal. You can get it promoted on Facebook and the like but only if the content is worth sharing. The interesting part is the story you want to tell, the voice that people will hear and the relationships that can be forged – seemingly out of nowhere.
If this storytelling platform is something that is available to you, it is worthwhile trying to utilise it. There are people who are interested in the same things you, as obscure as they may seem. If, say, digital mapping or making coffee is your passion then tell us all about it. The unique details about your story and what gets you interested in it are what will interest us. This story, when connected to the right platforms, will have the chance to reach people who are keen to hear your story and one day, may want to send you an email asking about the things they have read.
If you don’t have the time to be writing about the doing as well as actually doing the thing that you are passionate about, there are shortcuts. If you know someone who likes writing, have a little chat with them about a particular topic or get them to fire some questions at you and they can then write up a story on your behalf. There are also companies out there who you can liaise with to get help with this kind of stuff, or who can handle the whole content strategy world for you (like us…and others).
The point is, as this quote from Shane Snow (Chief Creative Officer, Contently) demonstrates, ’2015 is the year content subsumes marketing’ and it is on track to be one of the most effective tools to use to create a genuine, accessible and appealing business profile that people will want to invest their time and money in.
Now that’s an idea we are very content with. Get it? I was pleased with that one…