Move over Facebook and Twitter, blogs are changing the business game and it is time to jump on the train or get left behind at the station. According to a study conducted earlier this year, 3,000 marketing professionals exposed that they preferred to master the art of blogging than other social media platforms.
It is a fact that blogs are changing the way small and large businesses communicate with their target audiences. Prior to this communication revolution, businesses would use one-way communication techniques to “push” information to its consumers. Now, businesses are finding that the most effective tactic is engaging with their target audiences through two-way communication.
Recently, I have been researching different business and brand blogs—in hope to find what exactly makes a blog effective. I came across Lauren Conrad’s lifestyle brand blog, which helped me see the elements of a blog that prompted brand building. These elements include: differentiation, delivery and friendship.
In a competitive landscape, it pays to be different. I found that Lauren Conrad’s blog did just that. Each blog post has a strategic purpose hidden behind the creative and indirect marketing. For example, the post, "Chic Peek: My Spring Paper Crown Collection" posted by Lauren Conrad, promotes her clothing brand, Paper Crown (which is hyperlinked and takes readers directly to the brand's website, if clicked). In the post, Conrad talks about the ideal event or situation someone would wear dresses from her clothing line. She also talks about her inspiration and thought process through the making of the line. She incorporates pictures in her post to give her readers a visual of her dresses and pique their interest in purchasing.
Blogs allow brands and businesses to deliver messages quick and easily. I’m going to use the same blog post, "Chic Peek: My Spring Paper Crown Collection" that I used in the differentiation section to illustrate my point. Lauren Conrad strategically constructed that post with the key messages of 1) check out my clothing brand’s new spring line, 2) you need these dresses for “x” occasion, and 3) look how amazing you would look in these dresses (explanation for her use of pictures). The blog post allowed Lauren Conrad to quickly and easily disseminate her key messages to her target audience and followers.
Lauren Conrad’s lifestyle brand includes beauty and style—the two things women continually strive to master. Dan Schawbel, a contributor at Forbes, pointed out that there is a difference between showing a woman a beautiful hairstyle and showing a woman how to achieve that hairstyle. The informal and friendly tone of Lauren Conrad’s posts establish an emotional connection with her target audience, where many of her followers think of her as a confidant or someone they can look to for advice on anything girly. Brands, like Lauren Conrad’s, strive to create this emotional connection. This is because when there is high respect and high love for a brand, there is also loyalty beyond reason. And let me tell you, every business/brand dreams of that.