Blogging Best Practices for Brands

By Elana Lyn Gross

A blog is a great way for businesses to drive traffic to their websites and authentically tell stories. According to InsideView, B2B marketers who use blogs generate 67% more leads than those that do not. Additionally ThinkCreative found that small businesses with blogs generate 126% more lead growth than small businesses without blogs. If you already have a corporate or personal blog, it is time to start writing consistently because Traffic Generation Cafe found that once you write between 21 and 54 blog posts, blog traffic generation increases by up to 30%. Of course, driving traffic without setting up a solid blogging strategy would be a missed opportunity. Let’s look at a few brands that are following blogging best practices.

Birchbox

Birchbox’s magazine has fantastic content tailored for their audience, men and women who are interested in makeup, hair, wellness, skincare and more. Instead of simply selling products, they use their blog to tell a story about what people can do with the products. Looking for a klutz-approved tinted body cream, a hairstyle for your wedding, the secret to getting Mary-Kate and Ashley Olsen’s hair or how to recreate Taylor Swift’s femme fatale “Bad Blood” look look no further than Birchbox’s magazine. Like what you read? You can shop featured products straight from the article.

One King’s Lane

One King’s Lane blog is targeted towards its target demographic, people who want to create a beautiful home. They feature home tours, tutorials, before-and-afters, home decorating tips, and even fun finds around the web like great cocktails to whip up over the weekend. Most of the articles are shoppable. Read aspirational articles then bring the look into your home with a click and a credit card.

Of Mercer

Of Mercer’s blog is geared towards the professional woman who wants to shop an array of affordable, well-made office wear. The articles feature ways to accessorize their outfits as well as useful career advice. The authors understand that the articles don’t all have to feature products the purpose is to tell an authentic and useful story for the women shopping your brand. Whether you’re looking for email newsletters, chic planners, apps for professionals, or the perfect interview outfit, they’ve got the advice you need to improve your work wardrobe and your career.

Great corporate blogs have a few things in common: They tell a story, understand their target demographic and feature their products in a way that feels authentic and genuine. Take a tip from these brands and start building a blog that will drive traffic and ROI for your business.