A commercial blog can be run by any company. It’s usually dedicated to the product you sell: books, phone cases, slots at PlayAmo Casino Canada, swimwear, or cookies. Such blogs are run by copywriters, though often the authors are company employees themselves.
The format of such a business blog is less lively than a lifestyle page with jokes, personal stories and vacation photos. But you can make this blog really interesting and useful. Here are a few ways to help find topics.
Record and Catalog the Questions Your Customers Ask You
This is the coolest source of new topics for publications. People ask questions in a variety of ways: in comments on your social media pages, in phone conversations with potential customers, in requests for personal messages or emails. Find a way to consolidate all these questions in one place: start an Excel spreadsheet or Google doc and put everything in there by topic: “Questions about that product”, “Questions about shipping”, “Questions about our service”, “Questions about payment”, etc. Pretty soon you’ll find that the lists of questions get pretty big and keep growing.
Use Different Formats and Genres
When you have a full list of questions that concern your customers, experiment with the form of presentation. It can be:
- Funny stories.
- Interviews with customers – about their experiences, impressions about using the product.
- Reportage about something that happens to you or your product. for example, how prints are made in a factory or a store, where customers choose your finished product.
- A test-drive of your new product, ideally when you offer it for testing to independent authors, each of them tell their own story and you can publish it on your page.
- Customer review of a product.
- Newsjacking – keep track of interesting news on your blog topic.
For example, take print sweatshirts. The news can be about Hollywood celebrities walking their kids in the park, or about how some world-famous brand has released a sweatshirt with a provocative print or for the price of a car.
Collect Your Customers’ Stories
Commercial account writers often get lost figuring out where to get these stories in the first place. Buyers are really quite reluctant to write positive and meaningful reviews. There’s an algorithm for such cases.
It’s more productive to call your buyers and talk to them in person. Reviews and stories will start showing up for you much more often.
Telling something for one or two minutes is always easier than writing it down, framing it in some coherent narrative. Besides, in a live conversation you’ll hear information that you can additionally latch on to – and learn the whole story from your customer.