As I continue to peruse the Internet for great blogs, I came across one today which in my opinion epitomizes a successful blogging strategy. Annie’s Homegrown Blog, a clean blog frequently updated with concise posts that focus on the the shared values that unite Annie’s Homegrown and its customer base.
One of my pet peeves is a blog or social media outlet that just pushes the company and its products. The quickest way to alienate a reader is to write about things that don’t interest them … things like how great your company is, how great your products are, your corporate picnic or your strategic initiative for the year. People are not interested in being exposed to more 20th century advertising tactics. What they are interested in are participating within a community that holds their same values. If your blog or social media outlet is not connecting emotionally with your customer base then it’s failing.
This doesn’t mean that your blog is just charity work. Going back to Annie’s Homegrown Blog, pay attention to the content and it’s easy to see how the writer(s) has masterfully leveraged connecting the product to the emotional sensitivities of their target audience. I would venture to say that in 8 of 10 cases, the typical Annie’s shopper relates to this content and most likely visits the site on a regular basis and buy their products.