Most PR/communications professionals will advise their B2B clients that adding a blog to a company website has become a must. “Think of it this way,” say Gary Vaynerchuk, in his book Crush It, “your website is for communicating logistics and facilitating sales; your blog is for communicating the essence of your brand.”
He adds that a company blog, tactfully done, can become the bridge between a company and its customers and prospective customers — essentially connecting them to your company. However, there are different types of blogs, and this is where your DNA comes in.
Some people are better at expressing themselves in one medium and not so good at expressing themselves in another. For instance, Gary is a natural on his Wine Library TV online video blog. Creating videos is one type of blog and for some people, like Gary, they are perfect. While videos do not get quite the search engine pickup they did a few years back — when they were somewhat of a novelty — they still are a powerful medium.
Other types of blogs include:
Audio blogs: Some very successful blogs are voice only or voiceovers with slides; these are viewed online or as podcasts.
Graphics, infographics, and images: One company, in the PR industry no less, uses images almost exclusively in its blogs. Instead of speaking, the PR team puts together step-by-step graphics that discuss issues and how to resolve them. Depending on how well these are put together, these images can convey a thousand words in a few seconds.
Writing: This is the most conventional blog and what I am doing right here. The best thing about written blogs is that with proper search engine optimization, they can become very searchable, which means they can become very findable online.
Which type of blog is right for you and your company? In other words, which is natural to you . . . in your DNA?
If you aren’t sure, experiment. Audio and video blogs can be made with a tape recorder or a camera. Graphics and images can be great if you have a skilled graphic artist onboard.
Written blogs are the mainstay and the easiest to begin. I would suggest starting with a written blog. Then try turning the written blog into a video presentation or a graphic. When you are happy with them, put all on your site, optimize them for search engines, and then check the stats. If one format seems to get more visitors and more attention, then stick with that one. And don’t be surprised if that just happens to be the one you are most comfortable doing. That just means it’s the one in your DNA.
By Robert Kravitz