Hi, my name is Andy, and I am a blogger. At first, the affliction was minor – small personal entries on a personal blog that detailed failed relationships and day-to-day meanderings; it was overly moody, filled with attempts to be a “true writer” and efforts to be “cool and noteworthy.”
That tapered off in grad school. Due to an abundance of self-satisfaction, I had run out of ideas. Also, I just didn’t have the time. Sleep came at ungodly hours and lasted what seemed mere moments. Then I graduated, and it came back – instead of being personal, I steered my new blog toward a different addiction: music.
It all began on June 6, 2006. Fense, my KZUU radio personality alter-ego, started to write about music. My day job may be Project Manager here at BrandQuery, but I have a full-fledged night job – running FensePost, my blog. I write album reviews and feature bands articles, cover music videos and music documentaries, and manage a small team of contributors.
So, what does it mean to be a blogger? In my case, it means little sleep, a constant ear out for the next big sound, an overcrowded e-mail inbox, and too many promo CDs to count. That may sound negative, but I couldn’t imagine life without it. Blogging for me is a labor of love.
Blogs come in many forms and fashions. First, there’s the industry blog, like mine. There is an overabundance of personal blogs, made even easier thanks to sites like Blogger. And then there are company-driven blogs, like this one.
Today’s marketplace is vastly different from that of yesterday due to the power and presence of the Internet, and blogging is simply another way for companies to reach their audience(s) in an ever-changing world. The power of word-of-mouth marketing has been magnified thanks to the Internet, and making it work for you can be as simple as communicating through a company blog, disseminating information in a non-traditional and often informal manner. It gives your company a personal, relaxed touch.
Whether your blog is tailored to an industry or based around a company, the key is providing content intriguing to your audience. On FensePost, it’s a blend of hyping the bands I enjoy and discussing bands about which very few have knowledge. On BrandQuery Blog, it’s about engaging with clients and friends, sharing helpful information about the industry, and discussing fun and quirky industry tidbits.
Here are a few key questions you should ponder when starting a company blog:
- How will your blog reflect the company brand?
- Who is your target audience?
- What will motivate your audience to read your blog?
- How will you attract and retain readers?
- What information do you wish to relay to your audience? Sub questions: a) does it line up with their motivations, and b) does it serve your brand?
Granted, some of these questions overlap, but they’re all important in creating a successful strategy behind your blog.