Blog Like the Big Brands: BlackBerry

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BlackberryA good rule of thumb to live by when it comes to branded blog creation? Keep it simple. Brands of all sizes are moving toward more direct, more streamlined blogging. The days of packing your blog full of content just for the sake of content are over. Search engines and readers alike can spot overstuffed, spammy corporate blogs from a mile away. Consumers now expect branded digital magazines that elevate blogging for business to something more entertaining and readable. Smartphone innovator BlackBerry is a fantastic example of a company that has revamped its blog to keep in touch with current trends.

Inside Blackberry is a blog that delivers on its title. The goal of the blog is simple: to take readers and consumers inside the popular phone manufacturer. Therefore, the posts cover topics BlackBerry owners want to read about. The latest in BlackBerry apps and games, reviews of new phones, how to use your BlackBerry at sporting events and even some more technical stuff is all covered at Inside BlackBerry. In keeping with the digital magazine trend, each post is short in length but filled with useful and interesting information. Also, the posts are written with a friendly and approachable tone, which makes some of the more technical-themed posts easier to read and digest.

Given the competitive nature of the smartphone biz, the blog is also hard at work making readers realize how great new BlackBerry products are. For example, the recently-launched Z10 is featured in a variety of posts and videos that demonstrate all the cool things the phone can do. Rightfully so, the phones are the stars here — but that doesn’t mean every post is some heavy-handed sales pitch. Inside BlackBerry handles the job of a branded blog, but it’s also entertaining and informative.

The truth is that company blogs don’t have to (read: shouldn’t) choose one or the other. Well-crafted blogs can be both fun to read while telling a brand’s story.

Great Posts vs. Lots of Posts: Which One Wins?

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“Content! It needs more content!” is something we blogging-for-business experts seem to bark endlessly. We preach this message primarily because we’ve seen first hand how brands can transform their web presence by creating lots of dynamic blog posts. The more content, the better, right? Sort of. Blogs with spammy, uninteresting posts and websites with tons of poorly-written content aren’t doing brands any favors. Then again, neither are the brilliantly-written but never updated blogs we see out there. So we wondered if, once and for all, we could answer the burning question: When it comes to blogging, what wins — quality or quantity?

In a perfect world, the search engine super solution consists of blogs that have lots of great-written posts. Super blogs like Huffington Posts and Mashable have seemingly unlocked this formula. Consistently ranking in the top five most-read blogs on the planet, these two powerhouses are highly read — but that doesn’t mean every story is a winner. Recent headlines tracking celebrity sideboob and online cat videos prove that even the big dudes have bouts of lameness. But what keeps these mega-blogs on top is the never-ending output of new posts. After all, the No. 1 killer of company blogs, hands down, is the inability to keep up with new content production. So it’s better to have lots of something than tons of nothing and therefore quantity wins, yes? By default, sure.

But don’t count quality out entirely. We are in no way giving you a hall pass to create tons of crappy blog posts. Quite the opposite. Brands that want their blogs to be taken seriously have to do both — produce lots of content which is also interesting to read. The quality of your content — whether it be on social media accounts, your product descriptions or your blog — should be a top priority. You are, after all, using digital marketing to introduce consumers to your company and therefore want the impression to be nothing short of awesome.

Blog Like the Big Brands: Made Movement

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For blog writing innovations and inspirations, sometimes it’s not the old, reliable big names that are breaking new ground but the spunky newcomers. Internet shopping destination for hip American-manufactured products Made Movement has generated tons of headlines for its groundbreaking business model since its launch in 2011. The online fashion and accessories shop houses nothing but items made right here in the USA, so each time shoppers purchase something at Made Movement, they can be sure to have a positive impact on the economy. So it isn’t surprising that when it comes to blogging, Made Movement is equally as impressive.

We love that the e-commerce era continues to usher in hundreds of businesses bent on doing things differently. Made Movement is putting products from t-shirts to tableware in the spotlight. But convincing folks to buy things made in their own backyard isn’t an easy task, especially given the affordability and convenience of going to big box stores filled with stuff made cheaply in other countries. This means when it comes to blogging for business — and all of the brand’s digital marketing for that matter — Made Movement has to work overtime to change consumers’ minds. Judging by the company’s well-written and great-looking blog, however, it appears Made Movement is up for the task.

Made Movement primarily uses the blog to showcase products and manufacturers, which is a dynamic and entertaining way to inform readers about brands they are probably unfamiliar with. Photo-rich and ready-to-be-pinned, Made Movement’s Tumblr-based blog clearly targets a late 20s and early 30-something demographic. Seasonal items, recipes, style inspirations and design ideas are all here and presented in a super cool format. Yet although the brand is conscientious and aware while being incredibly hip, Made Movements’ blog is friendly and doesn’t feel “too cool” by any stretch.

As a spirited upstart, Made Movement provides a ton of memorable blogging ideas. Blog posts are an introduction to your business. Instead of waiting for industry journals to explain how your company works, do it your darn self in blog posts. Also, we love how Made Movement’s blog posts are short. Challenge your company blog to say it with fewer, better and more interesting words. Lastly, Made Movement succeeds as a digital brand because all of its marketing is consistent. Great care was clearly taken to make sure the logos, colors, text and content all look as though they were created by one solid set of (American-born) ideas.