Our personal brand is everything for us bloggers.
My colleagues have already defined what a personal brand is and I recommend you check some of those here. But for a recap, your personal brand is what people think of you when you aren’t there. For us bloggers, our brand should create credibility for our content. We want to demonstrate to the audience we know what we’re talking about and that we’re experts in our field – even if the field is coffee tasting. Unfortunately, sometimes our blog says the opposite of what we really are.
Here are 5 ways you can start to optimize your personal brand through your blog:
1. Define your brand: The first step is the most basic. Define and write what you want people to know about you. This will be sort of your mission statement. Who are you? What are your passions? What is your blog about? With that in mind, start to design, your webpage and your content. Here are some other great tips on this.
2. Set a reliable schedule: According to marketing experts, Ann Handley and CC Chapman in their book, Content Rules, your blog post should be delivered in a reliable, consistent schedule. When and how many times should you post? That is completely up to you. The important thing here is that the audience knows when they should be checking your website for new content from you. Inconsistency in posting can mean you are unreliable and that is definitely something we don’t want.
3. Do more than just write: In today’s technology-driven society, we consume online content in more than one format. Video is 10 times more likely to get shared on social media, than blog posts. This doesn’t mean you HAVE to make videos but you can create a shorter post or longer posts depending on the content you want to share. You can also create more emphasis on some information by creating graphics and other embedded elements that show your versatility and expertise in the field and tell the story you want to share.
4. Make it look like you: Your website should look like you! When someone lands on your website, what they should see is your brand and your expertise front and center. Your blog should feel like you are there with them sharing this important information about your field. The content should be legible, organized and pictures should be in the aesthetic that best describes you. If your blog feels disorganized and it’s not visually appealing, it can make you look unprofessional and that is definitely not the image we want to send.
5. Write Conversationally: I know we all want to showcase our professional knowledge and establish our credibility, but a blog is not an essay. An essay may bore audiences, we want them to connect with us. Tell your audience the story of how you learned what you now know. We connect with people, so make sure that your personality is showing in your blog posts.
At the end of the day, what people think about you, is not under your control. What you can control, however, is what you show. Make sure your blog tells the story of the real you, the expert you.
For more blogging tips, click here to check out my colleague’s posts about blogging. For more personal branding tips, click here.
Ann Handley & C.C. Chapman’s CONTENT RULES
Ann Handley’s book EVERYBODY WRITES