Special guest, Aniya Wells, gives us some excellent examples of retail blogs.
Companies all over the world are jumping on the blog bandwagon, and some know what they are doing more than others. Sometimes they even use shopping cart software. If a business really wants to produce a successful blog that people want to read, they have to provide engaging and useful information in a chic way that also matches their brand and culture. Here are three retail companies that are getting it right.
Whole Foods Market®
This blog has a simple design, but the information given is anything but simple. From recipe ideas to the latest natural and organic food news and updates on future store events and sales, it is obvious that the content managers care about what it posted. The company’s goals and culture are seamlessly mirrored in this blog and help show the “human” behind the business. Links to the Whole Foods Market® social media pages are also posted in a sidebar, as are links to educational videos and podcasts created by the company.
Anthropologie
Titled “etymologie”, the theme of Anthropologie’s blog matches the meaning of the word (correct spelling is “etymology”), which is “the study of the origin, meaning and evolution of words.” It is really quite artistic in that a new word is suggested every few weeks. The blog’s content manger then searches for inspirational photos from other blog pages to represent the various connotations of that word. The blog also provides a list of recommended blogs, all of which cover topics related to design, art, fashion and entertainment. Because the posts are photography-based, this blog really does provide a beautiful break from the information overload of the internet.
Patagonia
Patagonia’s “The Cleanest Line” was created with a particular goal in mind: to further the company’s mission by encouraging dialogue about the products they build, the sports they love and the environmental issues they are concerned about. Anyone is welcome to submit stories to be reviewed for possible publication. The last post was written by a fishery scientist who articulately describes his most recent fishing trip while weaving into his tale his experiences with river pollution. In addition to travel and environmental stories, the blog also posts company news and product updates.
These blogs have found success by masterfully blending good design and compelling content in a way that inspires and grasps the reader’s attention. Content managers realize that a blog isn’t just a place to provide current customers with good information; it is also a place to attract new customers, and they do this by making it a perfect reflection of the company’s values and goals.
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Aniya Wells is a freelance writer and blogger whose writing interests are decidedly consumer-focused. In an age in which consumers have access to unprecedented amounts of information, Aniya hopes to help her readers decode this information to make better decisions about online degree programs, personal finance, small business, lifestyle and more. She can be reached at aniyawells@gmail.com.