Blogs (from Brands) That Rock
Uber, GE, and HomeGoods are just a few of the brands that are using blogs to ignite social buzz, build a culture—and hopefully rev up sales.
Stat: Companies that blog more than 15 times per month get 5X more traffic.
Did that get your attention? Here's another powerful figure from Optimind Technology for you: Blogs are 63% more likely to influence purchase decisions than magazines.
Bottom line: Blogs are impactful. And they're changing the way marketers make impressions on their customers. Without question, brand marketers who use these digital platforms to give their customers a voice can be more persuasive. Blogs are influential; they give customers a creed to believe in, trends to follow, and provide products for consumers to advocate.
Personally, I love perusing blogs from brands that manage to tap into a zeitgeist, raise awareness about an important social issue, or that simply catch me up on the latest trends. These blogs make me feel as if the brand understands me as a person—even helps me define my own likes and interests. And when I'm on the fence about which brands to buy from, I generally go with the company that's made the most impact on my life, often through blogs (and of course through unique, quality products).
So here, I'm highlighting five brands that I feel are currently killing it in the blogosphere. And for those of you looking to find some faves of your own, I've provided a small list of some other impressive company blogs at the end of this article. Feel free to comment and share some of your favorite blogs.
No. 1 General Electric
GE not only empowers its customers (literally) but works to innovate and inspire. The energy company doesn't just use blogs to push its green technology initiatives (which is certainly commendable), these digital posts also illustrate what's new in tech, highlight brilliant machinery, and use moving imagery to do some powerful storytelling. Here's a detailed view of the blades on GE gas turbines at the Greenville, SC facility. This footage was captured by @seenewphoto and is featured on GE's popular Tumblr blog.
No. 2 Uber
This blog goes far beyond tracking the journey of an Uber driver. It promotes local pride with a blog for each area that Uber serves—45 countries and counting; it reports on the rising trends in data science; publicizes worldwide Uber philanthropic events, concerts, and partnerships; and gives a behind-scenes-look at the agile minds of the data-driven car service company. Taxi—or should I say Uber anyone?
No. 3 Dictionary.com
Whoever thinks that Dictionary.com is just an online glossary hasn't visited the brand's blog lately. Marketers for Dictionary.com understand that to be relevant in the new millennium, this lexical resource needs to be more than just a writer's utility. The wordbook brand manages to attract—and keep—readers with linguistic insights, infographics, quizzes, writer-related news, tech-product releases, updates on reading programs, fun word facts, and a myriad of other scribe-related interests. It's a wordsmith's haven.
No. 4 Club Monaco
Clothing retailer Club Monaco has granted unfettered access to its Culture Club—an online hub of style, art, food, music, and travel. Professional photographers from around the world contribute to the trendy, Pinterest-style blog and provide chic readers with inspiration, identity, and beautiful content. Owned by Polo Ralph Lauren, Club Monaco is more than a high-end clothing vendor; it serves as a meeting place for fashionistas across the globe—myself included.
No. 5 HomeGoods
Marketers for HomeGoods understand the school of thought among interior designers, craft lovers and homemakers. The chain of home furnishing stores recruits bloggers to craft unique, relatable blogs about everything from décor and dining to gifts and pets. Design Happy is a collective place for readers to get ideas and transform their interior spaces—preferably with products from HomeGoods.
Some other pretty fantastic blogs…
Dr. Laundry, Clorox
With more than 10 years of laboratory research and real-world experience, Dr. Laundry provides tips and explanations to solve your laundry-cleaning quandaries.
Hunger Relief, Tyson
Blogs featuring hunger relief efforts and other philanthropic projects from Tyson Foods.
Whole Story, Whole Foods Market
Healthy lifestyle advice, seasonal recipes, and other diet fodder from food bloggers and nutrition experts.
Coca-Cola Journey, The Coca-Cola Company
A digital magazine that focuses on social causes and news from The Coca-Cola Company.
Common Thread, Alternative Apparel
A lifestyle blog that features personal stories from artists, activists, entrepreneurs, and innovators.
The Glossy, Sephora
Online magazine featuring beauty tastemakers, products, and compelling artwork.
The Cleanest Line, Patagonia
The blog for the outdoor clothing company Patagonia provides frequent updates on outdoor sports and gear, dirtbag culture, environmental activism, green business ethics, and stories from the Patagonia tribe.