Blog Like the Big Brands: Boeing

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When we talk about unforgettable narrators in literature, we think of Huck Finn, Patrick Bateman, Humbert Humbert and Holden Caulfield. Every story needs a dynamic storyteller, and this is no different in blog creation. The most popular blogs, corporate or otherwise, have a distinctive voice that can also thread together a variety of topics. But your brand doesn’t need to be a personality-driven one to employ a compelling narrative. Boeing Commercial Airplanes, for example, uses the knowledgable and friendly voice of one of its employees to tell the brand’s story.

For a personal and less technical touch, Boeing relies on vice president of marketing Randy Tinseth. Randy’s Journal turns what could be a dull and robotic affair of blogging for Boeing into something fun to read. Tinseth blogs about his love of travel, experiences working at Boeing and, above all, lots of cool photos of the company’s airplanes. Tinseth’s images set against the simple blog design make an enormous impact. Boeing and Tinseth know that a blog about commercial airplanes better have lots of photos of the flying machines, and Randy’s Journal delivers. Take offs, landings, stunning aerial shots, airplane assembly photos and even photos from Randy’s own travels are all here and used wisely. Original images of the behind-the-scenes action at businesses are the easiest and most dynamic ways to provide visual content for your company blog. Randy’s personal recaps and pictures from corporate events along with easy-to-follow explanations of new Boeing programs and innovations keep the blog professional without getting dull. Whether it’s a 767 or 787, Randy blogs with an undeniable enthusiasm that air travel fans and regular old blog readers alike will find hard to dismiss. Each post on Randy’s Journal casually tells the readers a bigger, more powerful story. 

And that is what great narrative is all about. Narrative is often defined as a “spoken or written account of connected events; a story.” Using a CEO, longtime employee or a business owner is an easy way to make that narrative personal. Nobody knows your brand’s story as throughly as the folks who show up there every day. But it isn’t the only way. Compelling narratives can be built by a variety of channels, some of which you are already using in content marketing. The stories of your brand can be connected through customer narratives, social media narratives and even photo narratives, like Boeing’s, to give your readers a better idea of what your company does and what its story is.

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