All great brands have one main thing in common – what they promise and what they deliver are aligned. In other words, the experience of the user, reader, or customer is the value-add component. Joseph Pine and James Gilmore first talked about our shift from goods and services to events in The Experience Economy.
Experience implies being affected by what you meet with – it could be a happening, an event, or an adventure. It definitely has to do with perception. These are not terms usually associated with business; they are however the quickest path to making your blog content sticky and keeping people returning to it.
You give something more when you provide an experience – it starts with a core, unifying idea. Maybe you are thinking – wait a moment, I do not have a product, or a service, this is a way to showcase my writing skills, or the way I think. Language too is an experience. Words are not mere semantic twists. Words are funny things – they can change everything.
So go take a look at your blog and think about the plot it conjures:
– Is it clear?
– What’s the difference?
– What’s the point?
– Do yo have a point of view?
– Are you selling a certain something? A lifestyle, a specific idea, for example.
– Do readers know what the story is?
When you are delivering a blog brand experience, people can’t wait to read the next episode. You will know because the quality of your discussion changes dramatically from merely following some advice, to delivering a story worthy of time and attention. Today’s marketers are contending with grabbing these scarce resources. You have the ability to win them over.
Experience takes a mere “it works” to “it leaves an indelible memory” and makes a satisfied reader into a member of a club, a fan. Can you think of a couple of examples of blogs that deliver a full brand experience?
Author: Valeria Maltoni
With New World attitude and Italian style, Fast Company expert blogger and Conversation Agent Valeria Maltoni demonstrates her unique talent for synthesizing marketing, public relations, and communications. See how customer relationships are always conversations, and why this knowledge is essential to doing business in the Information Age. Valeria also blogs at the Marketing Profs Daily Fix and Marketing 2.0.