IKEA, KLM and Google: What makes their blog successful?

IKEA — makes blogging visual

IKEA's blog is mainly about inspiration and ideas for a nicer home, after all, this is also their motto. That is why their blog mainly features their own products. Their goal here is to show customers what IKEA's products might look like in their homes, with the ultimate goal, of course, that the products are purchased. Showing valuable inspiration provides something sincere to the customer, instead of pushing the products towards the customer.

IKEA also uses “real people” to publish the blogs. At the bottom of each piece, you'll see the name of the editor with some personal details. In addition, they use their social media channels to ultimately promote it.

what can we learn from IKEA's blog?

• If your organization has visual products, make use of them! Show how the product works via a business blog. This works better than a tough ad. Of course, you can also apply this if you have a B2B organization and want to explain how your service works by sharing knowledge.
• Write your blogs from a person and not from the organization. This shows a bit of humanity towards the customer.
• In addition to creating the blog, make sure you also focus on distributing it. After all, you want your target group to read it!

KLM — the blog is for everyone

KLM's blog is written very clearly to each of their target groups. Within the theme of travel, they have several target groups that they write for. In addition to travelers, there are of course also other target groups, such as airplane enthusiasts. KLM has a separate category for each target group. They also have segments such as “behind the scenes” and “crew life” that give you insight into the life of the crew.

what can we learn from KLM's blog?

• Make sure you clearly identify your target group and write consciously to them.
• If you are a large organization, take your time to show different people within the organization. It makes the 'corporate' side more human.

Google — goes all in

Maybe you were already expecting it, Google's blog is their main way of communicating. They show very clearly what a business blog is. Namely, a very important tool and not something you do on the side. Blogging is really at the core of their content strategy. Everything starts with the blog and is then expressed through other means of communication. They also have a clear structure in their blog content, because they have 3 categories; “Company News”, “Product Updates” and “Latest Stories”.

what can we learn from Google's blog?

• Use your blog as the core of your communication, other social media channels and media are just the tools to reach the target group.
• Talking about your own organization and product in your blog is okay, as long as you stick to content.
• Do you have an organization and therefore a lot of different information? Divide all information into different categories so that it becomes clear to the target group.