Establish an effective content strategy to position your brand as an authoritative industry voice.
Blogging and brand publishing. Brand publishing and blogging. They seem like same thing, right? The reality is, each constitutes a distinct approach to content creation.
So what sets blogging and brand publishing apart, exactly, and which is right for your brand?
The Basics of Blogging
Let’s start by taking a look at what defines a blog. A blog is often treated by marketers as a relatively informal or casual project composed of hot takes, “snackable” short pieces, and other cures for office boredom. Blogs are non-essential marketing channels that are usually owned and operated by a smaller department or a single enthusiastic employee. A blog can often be treated as a vehicle for internal affairs, a company’s connection to existing customers, or the primary channel for PR. Corporate crisis management can often be best managed on a blog.
While blogging can effectively connect staff members within an organization, the practice is generally an informal, often unstructured, company-centric experience. Generally, a blog is not created according to any long-term editorial strategy or with clear, consumer-facing goals.
A Strategic Approach
Brand publishing is different from blogging in that it’s more consumer-focused, business driven, and service-oriented. Brand publishing is about elevating the insights, expertise, and internal resources within your company and presenting them to your consumer and other industry players in a way that provides real value. Content is carefully edited and produced regularly, according to a schedule that’s been built out in order to maximize readership and impact. When implemented effectively, this strategy has the potential to increase customer loyalty and reflect positively on your in-house authors and overall brand.
In order to capture and maintain the interest of digital audiences, it’s important for brand publications to put forth diverse content offerings. A healthy mix of content should include straightforward how-to articles, listicles, industry news, interviews, and other narrative mediums that make sense for your niche.
What’s Right for You?
If doable for your company, brand publishing is the most impactful way both attract new customers to your company’s services and foster loyalty among returning customers. It provides a strong foundation for the development of consistently maintained, relevant brand social channels; can drive significant traffic to your brand’s website; and positions your brand as a distinct and essential voice within your industry niche. It also provides an avenue to expand your brand’s reach by inviting influencers to write for your own publication, and the leverage to establish editorial partnerships and content swaps with other organizations.
If the resources necessary to maintain a high-level brand publication simply aren’t available to you, the guiding principles of brand publishing may still be useful when putting together a company blog. As long as content is well-edited, identifies and caters to its target audience, and is presented in a consumer-friendly context, companies of all sizes can and should develop a consistent content strategy — no matter the scope or influence of their URL.
Want to learn more? Download L&T’s whitepaper on how brand publishing can transform your company’s marketing results.