Blog Like the Big Brands: ABC

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Blog creation is a full-time job when your company has lots of products, services, divisions, personalities and general stuff to talk about. Juggling every aspect of your company in one tiny blog can be exhausting — and can make your blog feel schizophrenic. But multiple blogs devoted to every arm of your brand isn’t exactly a walk in the park, either. So what’s a super busy brand to do? If you are network television giant ABC, you blog a lot… but do so selectively.

Television networks, as we can imagine, are busy places with hundreds of programs and campaigns to promote. Therefore, ABC doesn’t even try to blog about every single show, star and entertainment event on the network. Instead, ABC uses blogging to chat about buzz-worthy OMG shows that folks talk about around the water cooler at work. Juicy dramas like Revenge, Scandal and Once Upon a Time are a blogger’s paradise as the episodes feature all sorts of moments fans can talk about. ABC skips blogging about sitcoms and some of its older, more established hits in order to, presumably, blog about newer shows that need promoting.

The conversational nature of blogging also works well for ABC’s News division, which has dozens of blogs on everything from sports and entertainment to global headlines and business news. Blogging the news can still be reputable and trustworthy while inviting conversation from readers.

Another smart blogging idea from ABC is being smart about how and what your business blogs about. Realize that not everything your company does, while important in its own way, makes for great blog reading. Instead, use blogging to talk about the goods and services you love. Because nine times out of 10, the things you are passionate about are the topics that make for great blog posts.

Whether you’re running a network or a cake decorating company out of your garage, blogging is a super way to talk to your client base. Use provocative and interesting blog topics to find out what your followers are thinking (and don’t forget to heavily encourage to them to leave comments).


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