Blog Like the Big Brands: Walgreens

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Before you figure out a blog content management strategy, it’s probably a good idea to figure out what you want to blog about. General branded blogs work well for a lot of companies. One blog can serve as your brand information center, news desk and ambassador. Your company’s general blog is a one-stop-shop for readers to learn about your business. But general blogs aren’t for every brand. Some companies need multiple blogs to cover a wide array of products and services. Some rely on different blog platforms to speak to different people. And some, like Walgreens, use a couple of blogs to cover topics that consumers really want to read about.

At your neighborhood Walgreens, you can pick up your prescriptions, get photos developed, buy a bottle of Lysol and throw the latest bestselling mystery novel into your basket at the last minute. The wide array of stuff makes Walgreens a fun place to kill time. Yet with so many items and services, blogging about Walgreens could be a daunting task. But the company wisely zeroed in on two of the Internet’s favorite topics — health and photos — and leaves the rest of its inventory in its stores.

Snaps, the photo blog, and Stay Well, the health blog, are great examples of category-specific blogging. Snaps promotes Walgreens’ photo printing services, which have evolved to meet the needs of the digital era. Each post on Snaps covers ideas and inspirations for budding photogs along with Walgreens photo services and discounts. Stay Well, on the other hand, is devoted to Walgreens’ primary money maker, its pharmacy and health products. From diet tips and flu shot reminders to exercise ideas and new health studies, the blog is committed to covering the latest in wellness. By splitting these two popular topics, Walgreens eliminates confusion while focusing on two very different customers.

Category-specific blogging is a great takeaway from Walgreens that any company can use. It stands to reason that not all of your customers will be interested in the same things, so different blogs can help you strike up multiple conversations without getting confused.

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