If you want to be successful it is worth taking a look at what some of the leaders in your industry and market segment are doing, so today I will take a look at a company that maintains thirteen seperate corporate blogs. Now I am not suggesting that your company should have thirteen blogs, but we should consider why they do that. Is it because
- They have the resources and they just “can” to be bigger and better than the competition
- It will make the company look real and transparent
- It will position them as a “thought leader”
- They realize that interesting and unique content including video will attract attention
- It will help the Website’s SEO
These are all valid answers but the essence lies some where else.
I have a more than sneaking suspicion that they (Zappos) have 13 different persona’s (market sectors) that buy their products so they have a blog for each type of customer.
Zappos, the online retailer has an eCommerce store that sells a wide range of shoes and fashion items.
Zappos is wise to expand on each of their market segments through the use of multiple blogs. A comment from Molly Gaines, sums it up.
“ThereÔÇÖs a drastic difference between a fashionista eyeing a pair of Kate Spade pumps and a 15 year old skateboarder searching for a pair of new kicks to match his boardÔÇÖ. Multiple blogs succeed in bridging this gap, enabling Zappos to hone in on each individual brand beneath their massive umbrella. More importantly, it encourages reader participation and engagement and offers a richer experience”.
So developing content on your blogs that answers the concerns and addresses the issues and provides resources for each market segment will make your website and blog more relevant to your buyers and want to come back time and time again.
So here is a snapshot of the thirteen Zappos blogs which may provide some inspiration for you to take on board and utilise for for your corporate blogs.
Blog One: Zappos Blog
This seems to aggregate the other blog posts into one location. I did a quick count and there were ten posts for one day (feeling a little blog challenged are we?)
Blog Two: Couture, also known as the “The business of designing, making, and selling highly fashionable, usually custom-made clothing for women”
Of course the latest two blog posts were about the latest
Note: Guess what guys, not one “male” fashion item to be seen
Blog Three: Inside Zappos (for the curious) This includes an ecclectic mix of interesting and humourous content, including videos about the goings on around and about Zappos, as well as the use of certain housewares items. (even a donut eating contest)
Blog Four: CEO and COO (Real and transparent messages and articles from the Top Dog Tony Hseih) including
- A CEO email regarding the Amazon Buyout
- A post by Tony on “How Twitter can make you a Better and (and Happier) Person” where he talks about 4 things
- Transparency & Values: Twitter constantly reminds me of who I want to be, and what I want Zappos to stand for
- Reframing Reality: Twitter encourages me to search for ways to view reality in a funnier and/or more positive way
- Helping Others: Twitter makes me think about how to make a positive impact on other people’s lives
- Gratitude: Twitter helps me notice and appreciate the little things in life
Blog Five: Running (this is for the running road warriors) The latest 2 posts being interesting articles that will engage the runner in us.
- “Weekly Tips On Preparing for a Triathlon: When You Should Race”
- “Run The Outback” (that happens to be in Australia by the way, my part of the real world)
Blog Six: Zappos TV (To appeal to the video centric crowd with a dose of humour) Two recent examples of the content
Blog Seven: Coach (this one is to provide some daily inspiration and shine a bit of sunshine into the dark corner of your room)
Example: the “Happiness” Post
Blog Eight: Rideshop (For those who like getting in the saddle and getting on their boards or skates)
Blog Nine: Outdoor (For those who love to get down and dirty in the great outdoors)
A recent post for the iPod enabled cyclist was about “Outdoor Playlists for Your iPod: Cycling Tunes“
Blog Ten: Comfort (both mental and physical)
“Stress Management Tips: Managing Information Stress” (I will have to read that one !! )
“History Of Shoes: Ugg Boots” (they were invented in Australia apparently), From Winter Wear To Hollywood Runaways
Blog Eleven: Parents (such as articles about those important things like maternity and kids)
“Maternity Style: Workout Clothing Essentials for Mom-to-Be”
“Thanksgiving Cooking With Kids” (now that sounds like a nightmare)
Blog Twelve: Health And Fitness (for the healthy minded individual)
Such as “The Best ’80s Workout Videos: Sweatin’ to the Oldies (this is could be real scary)
Blog Thirteen (The final one): Fashion Culture (where celebrity and fashion meet)
Of course there is an article on Michael Jackson “Rocking Rock Star Style: Fashions Inspired By Michael Jackson“
Now have you been inspired about how you could apply the above to your company blog? Would like to hear some inspired comments on what you have included in your blog.