To differentiate the "great" from "could be better," I took a look at blogs from some of my most favorite "brands" (one of those brands is a person!)
Here's what I will examine:
1. What type of blog is it?
2. What is its purpose?
3. What makes them unique?
4. Talk about how it reflects the brand.
5. What drives the traffic to the blog?
6. Is it a successful blog?
7. What's missing on the blog?
8. Are there advertisers? If not, who are some potential advertisers?
Green Bay Packers Official Blog
-The blog of the 13-time World Champion Green Bay Packers (Go Pack Go!) could be classified as news or professional, but I would say it is more news-based. Many of the entries, written by Packers.com editor Vic Ketchman, tend to read like sports news articles as Vic has been covering football for 42 years.
-The purpose of the blog is to keep Packers fans informed of the latest team happenings, like which players are injured and which ones have been recognized for their play on the field. Vic also writes a pregame blog entry, a blog at the end of each quarter and a postgame blog.
-Those who contribute to the blog offer an insider perspective, as they work for the organization. The writers, including Vic, Packers.com staff writer Mike Spofford and Packers Internet Coordinator Duke Bobber tend to have closer access to players and coaches than Packers beat writers.
-Most teams in the NFL try to be “all about their fans,” but the Packers are literally owned by the fans. Devoted fans are a huge part of the Packer brand and writers contributing to the blog try to deliver content that’s geared toward those fans. Vic has a feature called “Ask Vic,” where he answers fan questions. Before the Cincinnati loss (ouch), Duke posted several behind-the-scenes Instagram photos of the team traveling to the Bengals’ stadium, as well as photos of Packer fans at the away game.
-When I searched for “packers blog” on Google, it came up pretty high in the results (second). The only result above it was the Milwaukee Journal-Sentinel’s Packers Blog. This is probably because the blog’s full name is “Green Bay Packers Official Blog.” The Packers’ online team also does a good job of pushing blog entries out on social channels like Facebook and Twitter. If you were looking for the blog on the website though, you may have a tough time. It’s under “News & Events” in the navigation and it’s the fifth thing under that category.
-I think the blog is very close to successful. The writers are pushing out new, original content on a consistent basis, especially during games, which is important. Some fans may not be able to watch and some may want in-game analysis while they are watching. Since the blog is a “Wordpress VIP blog,” I can easily subscribe to it. Also, since it is Wordpress, I have the option on each blog entry to email it or share it on Facebook and Twitter. And the blog has been around since the training camp of the 2010 (SUPER BOWL CHAMPIONSHIP) season, which gives it a good, long archive.
-The blog is good, but it can be great with a few tweaks. First, social plug-ins need to be installed. According to Collier, “most bloggers provide social sites where you can connect with them.” If I can install plug-ins on my free Wordpress account, the Packers should be able to do this on their VIP account. Next, the writers need to be identified by their title with the organization. Vic is identified, but I had to do a Google search to find out what Mike and Duke do for the Packers.
-There are plenty of advertisers. Campbell’s Chunky Soup, Packers Pro Shop (good use of Integrated Marketing Communications!) and USAFootball.com, just to name a few. Ad placement may need to be re-examined though, because some ads cover up other ads.
PaulMcCartney.com blog(s)
-I would classify the blog(s) on Paul McCartney’s website as Professional. The blog puts out information about tour dates and new music, but features such as backstage video and photos are also part of the mix.
-The purpose of the blog is to let Paul McCartney fans know when they can see Paul on tour, how they can buy tickets and the blogs also keep fans up-to-date on Paul’s latest musical projects and charity work.
-The blog is the official source for Paul McCartney news. Rumors constantly swirl on the internet about what cities Paul will perform in, but the blog and website is the official source that fans can trust.
-Paul is a legend, and he’s always been on the cutting edge as a musician, a humanitarian and an animal rights activist. Because of these varied sides of his personality, his blog has separate sections. “Tour Blog” focuses on the musical/touring side of Paul. “Charity Blog” focuses on his efforts such as “Meat-Free Monday.” And “For Whom The Bell Tells,” written by Paul’s publicist Stuart Bell, offers an insider’s look into Paul’s world.
-Most of the blog entries are highlighted on the homepage, which drives traffic to them. Some blogs are pushed on his social channels, but not all of them. His email blasts mostly push you to “News” subcategory stories, but from here, you’re not far from the blogs. I searched “paul mccartney blog” on Google and the first four results that came up were for Paul’s website, so it looks like they have SEO covered.
-Paul’s blogs could be called pretty darn successful. The one that is updated most often is the “Tour Blog,” as Paul is still getting “Out There,” as his latest tour is called. Social plugins, including an RSS button, are easy to find on all the blog pages. The blogs are also very long lasting, as the “Charity Blog” dates back to 2005 and the “Tour Blog” dates back to 2007. According to Collier, “longevity wins.”
-Other than the “From Whom The Bell Tells” entries from Stuart, you don’t really know who’s writing the entries on Paul’s site. It would be nice to have the person’s name/title so you knew the human behind the entry, but maybe Paul’s people just want to give the impression that it’s “PaulMcCartney.com” talking to you.
-There are no advertisers on the blog or anywhere on PaulMcCartney.com (maybe because Paul sells himself !) I think potential advertisers could be from the musical equipment Paul uses (Hofner bass, Vox amps) or the causes he supports (Meat-Free Monday, Global Zero movement).
Pandora blog
-The Pandora blog is a professional blog with several different authors and categories. Its purpose is to inform users of the latest developments in Pandora radio (i.e.: the sleep timer) and also entertains by posting music performance videos, also known as “Pandora Whiteboard Sessions,” from artists you may not have heard of.
-Pandora’s blog isn't the only one to entertain and inform, but they don’t have to do this. Since Pandora Radio is very techie, the blog could be very informative and dry. However, Pandora seems to recognize that music is about emotion and feeling as well, which is why they post live performance videos.-For many years, Pandora has been a go-to site for internet radio, allowing the listener to craft a station as it plays. As a result, Pandora has always had a very laid back, friendly feel to me and that carries over to its blog. The only nitpick? The Pandora blog shows its new logo, while its actual website does not – at least not for me.
-Pandora’s blog is kind of buried on its site in the table of contents. (I don’t disagree with this placement. When I go to Pandora, I’m going there to listen to my tunes.) However, if you do type in “Pandora blog” in a Google search, it captures the first three results spots, so they’re on target SEO-wise.
-Other than the blog not being super-easy to find, I would say Pandora’s blog is successful. Like the Packers’ blog, Pandora also has a VIP WordPress account. Unlike the Packers’ blog they do have their social plug-ins right at the top of the page. What stands out the most on Pandora’s blog are the “Pandora Whiteboard Sessions.” Collier says creating original content is of utmost importance in blogging.
-Since Pandora’s site and app have ads for free accounts, it’s kind of surprising that their blog has no ads. They could just use the advertisers that they work with on their site (i.e.: JustFab, T-Mobile, etc.).
Adidas Group
-The Adidas Group blog is a professional blog. The blog gives a look at the business side of the Adidas, Reebok and Taylor Made brands. They pull back the curtain a little bit to reveal what’s going on at their headquarters, as well as new products coming up. Most businesses might not be interested in revealing as much.
-I’m not sure blog reflects the brand very much. Adidas is athletic and edgy and the Adidas Group blog is very corporate, very buttoned-up – not at all what I think of when I think of Adidas.-Doing a Google search for “adidas blog” will get you to the blog right away. Otherwise, the blog takes some finding. It’s not in the index on the Adidas U.S. page, but the blog is in the navigation if you visit the Adidas Group website.
-What's missing on the blog in your opinion? I think on its face, the Adidas Group blog “looks” successful. It has pretty much all the qualities Collier says is needed for a successful blog: a good amount of original content, social sharing buttons (for ALL their brands) and longevity. However, I keep going back to the tone of the blog. I know it is a corporate blog and Adidas Group represents brands other than Adidas, but the look and the feel of the blog just doesn’t match up with what you think of when you think Adidas, or even Reebok or Taylor Made.
-Other than the Adidas, Reebok and Taylor Made logos being present, there are no ads on the site. Since this is a corporate blog, I don’t think anything other than ads from those brands would be appropriate.
Volkswagen (Why VW stories)
-Volkswagen’s blog comes close to being a group blog because there many different contributors, but at its heart, it is a professional blog. Its main purpose is to let VW owners and staff share their stories about their experiences with VW vehicles and accessories.
-The blog is not just a straight “here are our latest cars and products!” blog. People connect more with stories, especially when it comes to cars. When a person thinks of their old car, it can evoke memories about a whole stage of their life and that’s what VW’s blog tries to capture. VW allows people to tell their VW stories.
-Volkswagen is a fun brand that doesn’t take itself too seriously. Just watch any of their commercials (like the one below) and you’ll see that. VW wants to stir drivers’ emotions and their storytelling blog is an extension of that.
-Like the other blogs I’ve reviewed, VW’s blog is in the first few results in a Google search. Links to the blog – and where to submit your own VW story – can be found in the Table of Contents under “Why VW.”
-I think the VW blog is successful mainly for its crowd sourced content. However, the blog has all pretty much all of its “must-dos” checked off – social plugins on the blog, sharing buttons on each entry. Since this is a VW blog, I don’t think any non-VW ads would really work on the blog.
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