Itching to get your blog into the major leagues? Well, we’re about to let you in on a little secret that’s not so secret: The best way to elevate your blog is to dissect what the titans of the blogging world are doing. We’re talking about those best company blogs that everyone can’t stop raving about.
These giants have cracked the code to stellar content marketing, and there’s a goldmine of strategies to uncover from their success stories. By understanding what makes their blogs the best, you’re arming yourself with proven tactics to outshine your competitors.
Today, we’re sifting through the strategies of the best company blogs and uncovering what makes them so darn good. Here’s a roundup of our favorite heavy hitters in the blogosphere:
1. IKEA Concepts
IKEA Ideas is an excellent illustration of how a brand aligns its messaging with its product offerings. It uses its products to solve common problems that homeowners face. Its “Outdoor Furniture Maintenance Guide,” for instance, offers valuable advice about how to choose durable furniture and protect it from the elements once it is in your home.
Subtle product suggestions for each maintenance problem they solve never intrude on the readers’ experience. Rather, they simply illustrate each maintenance tip with vivid visuals that make the tips stick out in readers’ minds.
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2. The Right DIY
Projects from the Home Depot We’ve long been advocates of in-depth customer research and content that focuses on customers’ needs. With its customer-focused blog collection, “DIY Projects and Ideas,” Home Depot hits the jackpot. Home Depot divides its blog posts into sections based on the interests of its customers, rather than having a single blog. It groups its blogs in three general categories: DIY projects, outdoor living, and home décor. After that, it divides each of these categories into smaller ones that are all narrowly focused on particular customer segments. Take, for instance, its outdoor living category. Home Depot’s content team segmented this content into three groups: garden ideas and projects, lawn and landscaping, and outdoor recreation. When a gardener looks for the latest news on their hobby, they don’t have to leaf through camping checklists, pool cleaning tips, or guides on how to build a playhouse. They can quickly find a wealth of ideas specifically targeted to their needs.
3. Blogs by IBM
IBM dominates the business technology space with its innovative products. But what you might not know is that IBM has taken the industry lead in content marketing as well.
It, like Home Depot, segments its blog categories by reader interests. The fact that IBM allows employees outside of its content team to contribute blog posts sets it apart from other content providers in its industry. Not only does this move create way more engagement and more conversions, but it also positions each of those employees as thought leaders in their respective fields. It’s innovation at its best, elevating IBM’s sterling reputation even higher.
4. Fiverr Guides
In contrast to IBM, which aims its content to large enterprises, Fiverr caters to small businesses and startups.
Fiverr’s blog posts include a large collection of how-tos, which they call Fiverr Guides. Newbies to the business world can learn how to build their business, create a website, build their brand, and many more tasks larger businesses usually delegate to internal teams. Knowing its customer base, again, is the secret to this freelancer portal’s success.
The reader is kept focused on the information they are learning because the links to various categories of freelancers are usually only anchor text and are subtle. These easy-to-read posts take readers through each process step-by-step, making them invaluable for time-strapped small business owners.
5. The Furrow by John
Deere Farm equipment giant John Deere did content marketing before content marketing was cool. From its inception as a print magazine in 1895 to its current form as a blog, The Furrow continues to produce useful content that keeps farmers and other stakeholders in the agriculture industry up to date. 6. Progressive Insurance’s Commercial Blog
No, we’re not talking about Progressive’s TV commercials. Though the discount insurer is best known for its quirky TV ads about its wacky crew of employees and motorcycle centaurs, its commercial division publishes a superb blog aimed at small- to medium-sized businesses.
With advice on everything from data loss prevention to HR faux pas, it provides an excellent source of valuable information that can help businesses overcome many of the problems they face as they grow. Progressive’s non-commercial division, too, publishes an informative blog called “Answers,” that bills itself as an “easy guide to everything insurance.”
Once Flo et al. rope them in, Progressive’s content team nurtures auto and home customers down the sales funnel with well-researched, yet easy-to-understand content that builds trust in its brand.
7. Rosetta Stone
You might think that a blog from a language learning course would be stuffy, full of obscure tenses and verb conjugations. There are a few conjugations on Rosetta Stone’s blog, but they are not musings from the ivory tower. It discusses a wide range of topics, including how various languages deal with inclusive language and fascinating glimpses into the world’s cultural tapestry. Even if you’re not particularly interested in foreign languages, it’s well worth a look. Its subtle siren song lures customers into signing up for a course simply for the delight of immersing themselves more in the cultures they read about here. Just a little “Get the App” call-to-action button to the right of the new article choices is all they need to hook in the curious.
8. Slack’s Several People Are Typing
After the coronavirus pandemic forced many businesses to work remotely, collaboration has taken on a whole new meaning. Slack, who make software for collaboration and productivity, upped its content production to provide guides and other articles to teach business leaders and employees alike to adapt to the “new normal.”
Earlier content, too, is well worth reading, particularly their tips on upping your business’s productivity through collaboration. Building its reputation as a thought leader through timely, actionable content, Slack has positioned itself to grow at a time when other businesses have shut their doors.
9. Cleveland Clinic Essentials for Health
Health Essentials increased its audience from 250,000 views per month to six million views per month in just five years while it was in the capable hands of Amanda Todorovich, who was named Content Marketing World’s 2016 Content Marketer of the Year. What is its covert nature? A laser focus on its readers and their health needs. Combining user data analysis with customer personas to put a face on those numbers, Todorovich steered the blog to become one of the world’s foremost sources of health-related information.
10. Etsy
Etsy’s blog is as diverse as the marketplace itself. Because it truly represents its community, this one stands out. We see it as a storytelling platform where each post adds value to the reader’s day, whether they’re a buyer or a seller.
What makes Etsy’s blog a content marketing success is their knack for showcasing real stories from their sellers. This approach not only humanizes the brand, but also creates a deep emotional connection with readers.
In addition, there is something for everyone on Etsy’s blog, with a mix of trend insights, how-to guides, and success stories. Their content remains engaging and fresh thanks to this strategy, which encourages readers to return.
11. Squarespace
Squarespace’s blog is an extension of their brand’s sleek, professional aesthetic. It’s a resource hub not just for Squarespace users, but for anyone interested in design, marketing, or entrepreneurship.
This company blog excels in content marketing because of their ability to deliver clear, actionable advice in every post. Whether it’s a guide on improving SEO or tips for better web design, the content is always straightforward and useful.
Squarespace also excels in showcasing customer stories, providing readers with real-world applications of their platform. This not only shows how flexible Squarespace is, but it also builds trust with potential customers.
12. Buffer
Buffer’s blog is a beacon for those looking to up their social media game. It’s a go-to resource, not just for Buffer users, but for anyone keen on mastering social media strategy. The blog’s strength lies in its practicality—each post is packed with actionable tips and insights that readers can apply to their own social media efforts.
The way Buffer breaks down complex social media trends and algorithms into content that is easy to understand and take action is what sets their blog apart. Buffer translates expert knowledge into something accessible for all levels of social media users. Their case studies and experiments give their advice more credibility and real-world application, making their blog an invaluable resource for business owners and marketers.
13. Gary Vaynerchuk
Gary Vaynerchuk’s blog is a reflection of his dynamic and straightforward personality. Known for his expertise in digital marketing and entrepreneurship, Gary’s blog is a mix of motivational content, industry insights, and practical marketing tips. His direct and no-nonsense approach to content creation is refreshing and engaging, making complex marketing strategies seem more approachable.
Readers flock to Gary’s blog because of his unique blend of authenticity, expertise, and actionable advice. Gary doesn’t just talk about success; he shows you how to achieve it, drawing on his own experiences in building businesses.