When executives and leaders blog, people pay attention. During the news cycle following a recent product launch announcement for one of our clients, the executive blog post on the launch garnered two and a half times more hits than the official press release.
Why would the executive post get so much more traffic? For one, blog posts are often more accessible and easier to read than standard corporate communications. More importantly, people value senior leaders’ opinions and viewpoints – executive blogs provide a window into leaders’ perspectives that readers would not otherwise get.
That’s why many organizations are using leadership blog posts to announce or amplify company news, such as new partnerships, acquisitions, or product launches. Compared to other corporate channels, executive blogs are a more impactful, personal and flexible way to communicate.
How do you craft a compelling executive blog post on company news?
Here are a few tips:
1) Get to the point – Deliver the key message early on. Don’t spend too much time on background or context setting.
2) Be conversational – Use a personal, authentic tone. Write the way you talk – it’s more memorable for readers.
3) Know your audience – Speak to what they care about. Address their needs, interests, and concerns.
4) Say something interesting – Share insight. Provide new information. Generic PR or marketing-speak won’t cut it.
5) Make it personal – Offer a story, anecdote or observation from the executive’s experience.
1) Be long-winded – Your message will likely get buried. Instead: Edit ruthlessly. Remove extraneous words and examples.
2) Provide detailed background information – You’ll lose your audience. Instead: Briefly provide the basics and then move on. Link to the details.
3) Attempt to appeal to all audiences – A broad message can be too generic and lack impact. Instead: Target a specific audience. Focus on what will resonate with them.