22 Nov Rebrand your blog…or just start a new one?
If your blog content is drawing the traffic that you expect, you may start thinking about taking a new approach. This is of course a good place to start, but you really need to stop and think first – your corporate blog is not just there for entertainment, after all.
Before you implement a new concept and guideline for your blog, you should first consider these five main points:
- Does this redefine who we are? I’ve said it before, and I’ll say it again; your blog MUST be in line with your overall branding concept for your business. If it isn’t in alignment with your business it’s not making a useful contribution to your company.
- What is our current target audience going to think? Even if you’re thinking about making some changes to your branding in order to recruit new readers (and customers/clients), you’ve got to think about those you’ve already got hooked. Turn things on their heads and make your content irrelevant or offensive to your loyal following and you may be up the creek without a paddle.
- Even if you do this carefully, are you okay with losing some of the ground you’ve gained? You will definitely experience some changes in traffic when you do this. Although longterm it should be a good thing, you might experience the “one step back, two steps forward” syndrome for a time.
- Do we really want to start from square one? If you decide to go forward with a whole new approach and concept, it’s like starting all over again. Minor changes can be worked in with the status quo but complete overhauls require rebuilding. Do you have the time, energy and budget to go there?
- Would it work just as well to start a second blog? Perhaps you could introduce your new blog to your existing followers, identifying some of the unique qualities of each and why you’d want to read one or the other (or both!)
In typical cases, if you’ve seen some success with your corporate blog it is wise to start by tweaking your approach and measuring those results. Rebranding is a bold move that may pay off – or could come back to bite you! Have YOU made major changes to your blog? Why did you do it and what was the result?