How Your Company Blog Influences Consumer Opinion

In yesterday’s post, we unveiled recent research that so nearly half of consumers read brand blogs. In today’s post, we’ll look at some of the attributes that consumers are looking for in brand blogs and how you can use them to grow your business.

Blog-icon● Nearly half want and expect content that is exclusive to the brand
● One-third of consumers think that content keeps them up-to-date with the brand
● 16% of consumers feel a deeper personal connection with the brand because of content and 15% of consumers think that brand exclusive content gives the brand a better voice
● 40% of consumers feel there is a negative effect from not including content
● One in five consumers feel that if you don’t include content you’ll lose communication with fellow shoppers
● 16% think that lack of content will push shoppers to look at sites for competitive products
● Roughly 10% feels that not having content on your brand blog makes the brand look lazy and makes you irrelevant to them

What This Means To You

Consumers look to blogs for product information and rely on them to stay up to date. By starting a brand blog, you have the opportunity to strengthen relationships with current customers and forge ones with potential shoppers. But you have to put some effort into the project. Just posting a sight without creating content will make you look bad or worse – like you don’t care. The good news is you don’t have to do it all yourself, recruit customers to participate. If you have someone that customers can identify with providing content – they are more likely to put stock in it. Also recruit employees to help create content. Another source may be the manufacturers that you work with. The one thing you need to do is keep control of everything that could be published. At the end of the day,
it is still your brands identity on the blog and it (you) will be held responsible
for the content. You want to avoid it becoming a blatant ad – yes, the overall
goal is to get more people to like and buy your wares, just don’t beat them over the head with it. For more information on developing affinity with your customers, please contact:

Al Fiala

Sources: MediaPost; TNS, WP Engine


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