Some of the most powerful companies in the world use blogging for business to reach out to new customers, communicate with employees and help create powerful web content. And every Monday, we profile one of these bigwigs in hopes of inspiring you to start an amazing blog marketing campaign of your very own. This week, we look at how outdoor clothing retailer Patagonia elevates blogging into something pretty amazing.
The byline at Patagonia’s blog simply reads, “The Cleanest Line: Weblog for the employees, friends and customers of the outdoor clothing company Patagonia.” Yet this company blog is more than a corporate newsletter or boring product pitch disguised as a blog. The Cleanest Line transforms our old ideas about corporate blogs by creating an online magazine that reads more like NPR or GOOD then a commercial for hiking boots. Journalistic in style, the writing at The Cleanest Line is high-quality, interesting stuff. By blogging about the things that are important to them — like mountain climbing, responsible clothing manufacturing practices, independent documentaries and environmental causes — Patagonia tells us more about itself as a brand in a few posts than a billion press releases ever could. While the blog does feature images, clearly the point here is to read and get Patagonia’s message.
In addition, the simple design and layout make it easy to kick back and read several posts. Again, this is surely intentional. The Cleanest Line is company blogging built on a brand’s message and philosophy and, best of all, it’s actually interesting to read and enjoy.
Marketing magazines and SEO blogs have long shouted the praises of The Cleanest Line and Patagonia’s blog creation innovations. We can easily see why. What Patagonia does so brilliantly is use its blog to provide a company narrative. This smart move is something all of us can use blogging for. Try not to think of daily entries as “Ugh! Another blog post!” but as more opportunities to using blogging to spread your ideas and beliefs. Let The Cleanest Line inspire you to take blogging to new heights.