How to Write Brand Posts for Your Social CRM Blog - dummies

How to Write Brand Posts for Your Social CRM Blog

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Your Social CRM brand posts should engage the customers and make them feel like you’re interested in what they have to say. Like any good social media content, you want to develop a dialogue with your readers.

It’s hard to stare at a blank screen and hope inspiration will strike, especially when your job might depend on how well your blog posts are received. Management rarely buys the excuse that you just weren’t inspired. If you send out posts to be written by team members or outsourced writers, give them specific instructions about the post you want.

The instructions are important because you want all the posts to be consistent and use the same terms and tone. Then, when visitors read several blog posts in a row, they aren’t confused by different styles.

As you write posts on your own or direct writers in the content you want, consider the following blog post formats

  • Questions and answers: Your customer service department is aware of the questions, problems, and needs of the customer and can serve as a solid pipeline of content. Ask your customer service department to suggest topics for the blog. This will encourage department members to participate and take ownership of the social media discussion.

  • Embedded video or podcast: Your blog should have all kinds of multimedia formats on it. If you have a podcast that was created by one of your salespeople, or a video taken at a conference, make sure you create blog posts with the content embedded right in the post.

  • Several posts that constitute a series: Two of the most interesting words that any blog post can use are part one. These words indicate that more is to come. The words also set an expectation that the reader will return to learn what part two has to say. If you don’t have any series posts available, try breaking a longer post into two parts.

  • Product recommendations: The web thrives on recommendations. If you know of a product that you suspect your customers will like, by all means create a post about it. Also, remember to share your recommendation with the product owner. You may establish a new connection.

  • Top ten lists: Everyone likes top ten lists. Lists are easy to understand and provide a wealth of information in a compact form.

  • Tips about productivity tools: Can you advise your customers about how to do something better, faster, or cheaper? Increasing productivity is everyone’s goal. These posts will be appreciated.

  • Behind the scenes: People are always curious about what goes on behind the scenes. When you talk about your employees or describe an event you put on, you help to draw the audience in. Customers see that your company is populated with real people. When your customers feel a connection with the people who make up your business, this connection goes a long way toward developing customer relationships.