With the rise of social networks and microblogging sites, the traditional blogosphere is often forgotten, but this may be a mistake. As Brafton reported last month, more than one-third of consumers trust brands' blogs and nearly half of businesses are expected to be blogging by 2012. Marketers planning to launch blogs for their companies may look to Adobe as an example of success on the platform.
Adobe offers several blogs that cater to an array of consumers, from the tech-savvy who follow the software company's latest developments to the average citizens who may be interested in taking photographs. Different employees contribute to these unique blogs, providing plenty of fresh content to prospective clients each day. At the same time, all the Adobe blogs demonstrate that staff members are experts consumers can trust.
The Acrobat Blog, for instance, gets a new post every couple of days. This blog appeals to the avid developer who will understand the inside jokes contained in headlines such as "Are You a Closet Code Warrior?" and appreciate the in-depth overviews of nuanced product features. The blog certainly draws an audience – it garners comments and ample retweets.
For the less tech-sophisticated shoppers, there are blogs that play up the results of Adobe products and offer jargon-free tips. Julieanne Kost's Blog focuses on photography. She offers users stunning images she develops with Adobe tools as well as tutorials on how consumers can use products to enhance the works of their inner artists. Posts catch comments ranging from "I love Adobe" to "thank you for sharing your personal art!"
Marketers should take Adobe's commitment to both expertise and variety to heart. By creating corporate personalities through these blogs, the company appeals to – and catches the clicks of – many online consumers. Whether businesses choose to create different blogs or get several writers on board to develop different areas of expertise within one umbrella blog, this approach to brand blogging ensures there will be relevant content for myriad readers.