Do’s & Don’ts Of A Product Blog


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Blogs on personal experiences or interests are fairly easy to write since your audience is reading the blogs to know your opinions. A product blog on the other hand is very different. Here, you want to tell your readers what they want to know and not just the feature benefits of your product. For example, this blog series is about my experiences in Product Marketing and I can state my opinions in the ways that I want to. However, if this were a product blog, I would have to first understand what the readers would want to read and then see how I can subtly market my product without it being an “in-your-face” marketing pitch.

Below are the top 3 Do’s and Don’ts while writing blogs on products, assuming that the blog is being written to generate positive awareness about the product.

Do’s

1. Blog Series: When trying to promote a product, plan for a series of blogs around the product and not just one blog. A single blog tends to get missed, whereas a series blog will have much more impact and will have higher chances of showing up in search results. While creating a series blog, have a clear idea of what the different blogs will cover. For example, a series for a new product release could be around:

a.     What are the current challenges in the market and how the new product is here to address those problems (could even be just a teaser)

b.     Details about the product and what are the benefits of the product. The competitive comparison will also be great to add, if you can add this without directly undermining competition (though I know you would want to do this)

c.      Top 3 best use cases of the product and how customers have used the product very well. Rather than a case study, you could explain how these customers found an innovative way to overcome a certain problem while just mentioning that your product was used to achieve the success

d.     Recommended best practices to overcome the industry challenges and just weave in your product subtly in the blog

e.     Some interesting facts you came across (related to the industry your product belongs to) while doing the research about your product

2. Right Keywords: Before writing the blog, do a thorough industry research on all the keywords and buzzwords that are currently being used while talking about similar products and the relevant industry. Use this in copious amounts in all your blogs and also tag your blog with these keywords so that they show up on search engines while searching related terminology


3. Social Marketing: Get your friends, colleagues, network etc. to promote your blog through social channels such as twitter, Facebook and LinkedIn. This way, you will be able to leverage the power of viral marketing. If not your friends, your office colleagues and teammates should definitely be doing this as you are trying to promote a product of the company.

Don’ts

1. Undermine Fluff: A common pushback I have heard, especially by Product Managers and Engineers, is that blogs by Product Marketing tend to have too much “fluff around the stuff”. Unless you are writing a technical blog, this fluff is good and should be used well. Your readers do not necessarily want to read a technical specification or feature list about the product. The story is what keeps them interested, and this so-called-fluff is what gets more readers to your blogs. So, do not get pushed by the technical guys in your company to make a cut and dry product blog, but ensure you make your blog interesting, while it still markets the product.

2. Kill With Data: Data validates a blog and is extremely important. But there is a thing as too much data. If your readers were only looking for data, they would have looked for a report by Gartner. In a blog, readers look for opinions, a story, examples etc. along with the facts.  Qualify your blog with data and not create a blog with just the data you have.

3. Over-market The Product: While you are creating your blog to generate awareness and tell the world how awesome your product is, no one really wants to listen to you blowing your own trumpet. Be prudent while using words such as “best in market”, “cutting edge technology”, “next gen solution”, “world class product” etc. Leave this to the comments, reviews and critics.

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4 thoughts on “Do’s & Don’ts Of A Product Blog

  1. Completely agree. Bang on with the points.

    Would like to add to this:

    -Fluff is important, yes, but its true that there are audiences that prefer non-fluffed blogs as well. Any amount of fluff just makes the blog more ‘non-serious’ for them. So its important to know what blogs can fluff be added to(keeping in mind the audiences), without undermining its purpose. Reusing your own example here: When writing a series of blogs on the same topic the introductory blog, interesting facts blog and best practices blog can be made more casual but the blog where the product is actually explained, should be kept as to-the-point as possible. As the audience would be techies interested in knowing all technical details of it.

    – The biggest DON’T for me when writing a blog is overdoing the vocabulary and jargon bit. Complex may be intriguing, but the purpose of a blog is to COMMUNICATE things to people. As long as your readers are ready to google every jargon/high-pitched-word, you may go bonkers with it. But lets face it, they’re not. So keep it simple. Concentrate on the quality of insights and not on language skills.

    My comments are as long as blogs and my blogs are as long as whitepapers. But I’m working on it. 😐

    Great blog though! 🙂

    • Very valid points Aksha and they are bang on. I completely agree that for product blogs that actually require it to be detailed and technical, you need to keep it that way. However, the objective of the blog and why you are writing the blog is important to understand before you decide to write a complete technical blog or add some fluff around it. So, if the blog calls for technical insights, then so be it. Keep it to just that.

      As for the jargon part, again, great point. I should have probably included it in the blog as the first points in the Don’ts. I have seen blogs that really miss the point since the writer has added so many abbreviations and jargons that it is just impossible to read.

      Very very good points. Thanks for the comments.

  2. “When trying to promote a product, plan for a series of blogs around the product and not just one blog. A single blog tends to get missed, whereas a series blog will have much more impact and will have higher chances of showing up in search results.”

    This is something I totally agree with. A product blog is in many ways not just the ‘know how’ of the product but also an advertising campaign with a far richer depth and details.

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