Revisiting the basics of blogs for brands.

1. Of blogs, brands and
the WIIFM question
@bhatnaturally

2. *
It is different now.
* Source: Maggi, It’s Different TVC

4. "The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of talk that will nowadays
attract attention."

5. "The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of talk that will nowadays
attract attention."
~Observations in Printers Ink, 1908

7. "Nobody reads ads. People
read what interests them.
Sometimes it's an ad."
~ Howard Gossage

8. No, there is no room for your
brand of dishwashing liquid
(now with 30% more lime) in
your target audience’s mind.
Image

9. Hint:
Replace ‘brand of dishwashing
liquid with your name and the
same rules apply.

10. So should brands have blogs?
!
Deeply thought, considered
answer: it depends.

11. Hang on, that’s actually
the wrong question.

13. How can we
help you be more
awesome?*

14. How can we
help you be more
awesome?*

15. Product
How can we
help you be more
awesome?*

16. Product
How can we
help you be more
awesome?*

17. Product
How can we
help you be more
awesome?*

18. Product
How can we
help you be more
awesome?*
Marketing &
Communication

19. Product
How can we
help you be more
awesome?*
Marketing &
Communication

20. Product
How can we
help you be more
awesome?*
Marketing &
Communication
Social Media

21. Product
How can we
help you be more
awesome?*
Marketing &
Communication
Social Media

22. Product
How can we
help you be more
awesome?*
Blog
Marketing &
Communication
Social Media

23. Product
How can we
help you be more
awesome?*
Blog
Marketing &
Communication
Social Media
*originally asked by Tom Fishburne

24. How do I decide if my
category or brand needs
a blog?

26. Considered purchase, high
involvement category

27. Considered purchase, high
involvement category
And/Or

28. Considered purchase, high
involvement category
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption

29. Considered purchase, high
involvement category
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption

30. Considered purchase, high
involvement category
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption

31. Considered purchase, high
involvement category
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling

32. Considered purchase, high
involvement category
Knowledge & Education
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling

33. Considered purchase, high
involvement category
Knowledge & Education
Technology
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling

34. Considered purchase, high
involvement category
Knowledge & Education
Technology
Services
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling

35. Considered purchase, high
involvement category
Knowledge & Education
Technology
Services
Luxury
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling

36. Considered purchase, high
involvement category
Knowledge & Education
Technology
Luxury
Services
Travel
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling

37. Considered purchase, high
involvement category
Knowledge & Education
Technology
Services
Luxury
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Travel
Social Media
Scope for story telling

38. What’s the brand objective,
dude?
Depending on brand, market stature, marketing plans
anything from
•
establish or further thought leadership
•
be seen as a go-to brand for the right information in
the category
•
a platform for surprising, enriching discoveries

39. “What do I blog about? I am
already engaging them on
Facebook with stories”.

40. Each medium has an
advantage. Find it, use it.

41. What’s a blog good at?
1. Cater to narrow, niche,
involved audience
2. Thought leadership
stance
3. Long form content that can
suit the brand objective: useful,
entertaining
4. Meaningful discussion

46. Once you pop, you can’t stop.
Image Source

47. Do you want to be eerie or welcoming?

48. Image Source
Think before you leap.

49. Going to
where the
crowd is vs.
building your
own nest

50. Hard work guaranteed.
Source

51. Experts say, it is not about what
the brand says, nowadays.
!
It is about what the brand does.

52. Same rules apply for the
personal brand.

53. CAREER
Social
Friends & peers
Several actions & sources create
the personal brand.

54. Blog is uniquely placed to showcase
an individual’s or brand’s personality
in an in-depth, multi-faceted manner.

55. Source: krishashok.me

56. In this age of noattention, aren’t blogs
dead?

57. If it is interesting, there
will be an audience.

58. Bud Light #UpForWhatever: 3:43
seconds; views - 14.62 mn
Chrysler with Bob Dylan: 2:00;
views - 5.56 mn

59. So if marketing is about nudging
consumer behaviour along the
consumer’s path to purchase…

61. WIIFM?

62. WIIFM?
Blog

63. WIIFM?
Blog

64. WIIFM?
Blog
To the
consumer:
Helps you be more
awesome

65. WIIFM?
Blog
To the
consumer:
Helps you be more
awesome

66. WIIFM?
Blog
To the
consumer:
Helps you be more
awesome
To the brand:
reputation x
credibility x
perception

67. Thank You.
@bhatnaturally