Sandstorm Blog

Amanda Heberg
Inclusive Design: Quantitative and Qualitative Research to Drive Award-Winning Gender Report

Find out what Elsevier’s most recent gender research uncovered in the Gender Report 2020: The Researcher Journey Through a Gender Lens.

How do you transform thousands of data points on gender research and make that information inclusive, fresh, consumable, and appealing to a broad set of audiences? How do we not overwhelm users with too much information and strike the right balance of data visualizations, research findings, and key content?

More importantly, how do we represent the progress of gender equality in research, while still communicating the work that still needs to be done to close the gap?

These are the questions Elsevier was grappling with when the research marketing team partnered with Sandstorm to bring the newest Elsevier gender report to life digitally.

Promoting gender diversity and inclusion in research through an evidence-based approach is a critical part of Elsevier’s ongoing research efforts. Elsevier is one of the largest, most well-respected information analytics organizations that helps institutions and professionals progress science, advance healthcare, and improve performance.

Elsevier’s Gender Report 2020 provides a deeper understanding of the role gender plays in the global research enterprise. It brings improvements in the methodology of inferred gender disambiguation and incorporates new elements, such as career progression and collaboration network analyses and perspectives from researchers.

Elsevier partnered with Sandstorm for high-powered data visualization, helping Elsevier to solidify its positioning as a global information analytics organization and thought leader while showing its commitment to gender diversity and inclusion.

Sandstorm worked collaboratively with Elsevier to provide an updated state of the current landscape including:

  • overall research report strategy and inclusive design
  • marketing content development
  • creative campaign development
  • design of data-driven infographics highlighting work in 10 countries
  • data visualization and reporting for thousands of data points, ensuring the most critical data was consumable and highly usable​
  • integrated marketing and promotion strategy, including promotional marketing assets, key messaging, and content for Elsevier’s online and offline channels -- social, email, web, .ppt, etc., in order to promote and drive engagement for Elsevier’s audiences

Key Gender Report 2020 Highlights*:​

  • Participation of women in research is increasing overall, inequality still exists across geographies and subject areas in terms of publication outputs, citations, awarded grants, and collaborations.​
  • Representation of women in research is increasing, but inequality remains.
  • Effort is still needed to ensure equality for women in terms of publication outputs, citations, awarded grants, and collaborations.
  • Latest findings indicate that disparities still linger with slower growth of articles published by women, higher numbers of women leaving research, and understudied research areas.​
  • Research shows women are not participating in collaboration networks at the same level as men, which may be impacting their career progression.
  • On average, men have more coauthors than women, with a tendency to collaborate with those of the same gender across the subject areas.
  • On a positive note, in terms of research authorship, we are closer to gender parity now than a decade ago, with women continuing to publish for nearly as long as men over the course of their careers.​

Key Gender Report 2020 Insights*:

The past fifty years have seen enormous strides for and by women in research. Women now comprise a greater share of science, technology, engineering, mathematics (STEM), and medicine graduates than ever before, and there is increased focus and energy on balanced participation, factoring gender into research and research on gender itself.

However, latest findings show that disparities still exist, with slower growth of articles published by women and higher numbers of women leaving research and understudied research areas.

Ultimately, there’s more work to do to address issues that cut across diversity and inclusion.

We are incredibly proud of our work with Elsevier in bringing to light both the progress that has been made as well as the opportunities that exist to close the gap.

*Reference Elsevier’s Gender Report 2020 here: https://www.elsevier.com/connect/gender-report

Hermes Creative Awards - 2021 Platinum WinnerWe are honored to have received the Platinum Hermes Creative Award for our collaborative inclusive design work with Elsevier.

This blog was posted by Amanda Heberg on June 17.
Amanda Heberg

About the Author

Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

Tom
B2B Marketers -- Getting Back to Basics, Post-COVID

COVID Forced Companies to Quickly Pivot to a More Robust Digital Approach. But Now What?

The past year under lockdown has evolved to an increased confidence among many B2B marketers. Whether providing services or products, many B2B companies’ previous digital hesitancy went by the wayside as they found themselves examining their digital presence with a much different perspective.

For many in the pre-COVID era, envisioning how their B2B customers could directly engage with their business via websites, portals, social media, and blogs was somewhat uncertain, let alone trying to figure out how to quickly transition to a thriving, digitally-driven sales and marketing process.

The COVID Effect

Unlike many other changes prompted by COVID-19, B2B companies were forced to examine how to convert their current digital assets from a passive presence towards a more robust digital approach.

The forced shutdown and remote working behaviors caused by the pandemic created a flurry of upgrades to websites. SEO, marketing automation, and content all with the hope of delivering a better quality online customer experience.

But in the absence of a strategically driven approach, technical and content upgrades are really just a first step. To realize the full business benefits of a cohesive digital marketing effort, companies should do one thing well: Know your customer better than ever before.

Audience Identification

Yes, this is a basic starting point, but you would be shocked at how many companies forget to keep their audience and the audience needs as the key driver towards marketing. Without fully understanding your audiences, marketing efforts will not be as effective, especially post-COVID.

Unlike B2C customers, B2B purchases are more dynamic and often made by or influenced by more than one individual. Having multiple stakeholders can alter your content, the digital tools, and the service portals you utilize to ensure a quality digital experience.

The good news is many B2B companies have transactional data that can assist towards identifying the ideal customer profile. Using transactional data can expose the buyer, the influencer, past purchase cycles, titles of purchasers, and in some cases audience pain points. It’s critical to use this transactional data to start forming a base target profile.

Research, research, and research.

Interview your customers to round out your understanding of their expectations. Many B2B companies just assume their repeat customers are being satisfied by your product or service pre, during and post COVID. Implement a more thorough research model around why they purchase and how their purchase behavior has changed since the lockdown. Really understand what tools and content they have engaged with to formulate purchase decisions and what they expect to experience with your organization can enrich your ideal customer profile.

Bottom line, what are the common challenges, needs, and objections that this group of people face in their role, and how does your product or service add value.

Analyze Your Competitors

Define your ideal customers further by examining what your competitors are doing. How has COVID changed the way they do business? Review their digital content, how are they messaging, what unique position are they using to address customer pain points, what digital tools are they using to create a quality online experience.

Create Personas

Gathering data from transactional resources, audience research, and competitive activity will allow you to start formulating an in-depth understanding of your ideal customers.

Buyer personas are the foundation of your company’s digital marketing strategy. They will set the tone for all of your company’s marketing material, content creation, and strategy for your entire CX experience.

Once created, a detailed buyer persona can provide a template for how all of the digital tools in your company interact with your ideal customer. This will include everything from your brand voice, your website information, which channels you use to interact with your audience, and much more.

Going Forward

Customers expect a high-quality remote experience, and companies must strive for improvement in this area if they want to cut sales costs and increase customer satisfaction.

Many companies have pivoted and invested in improved digital tools. Those addressing their audience needs and expectations first will experience a better return on their investment as we enter the post-COVID phase.

Take the time to fully understand your audience before investing in your next-generation website, blog, or any digital tools you are using. The future has changed, and smart B2B companies are changing with it.

This blog was posted by Tom on April 20.

About the Author

Tom Jacobs

Tom, President, uses his keen strategic eye to help clients create groundbreaking creative campaigns. And he's been a thought leader appearing on Bloomberg, WGN, NBC, CMO.com, and Wall Street Journal.  

Nick

As we partner with clients to reimagine how to drive their businesses forward, one request we’re often asked is how to use Artificial Intelligence (AI). As AI continues to evolve, so does the practicality of how and when to use it.

In the midst of rapidly changing customer demands, it’s more important than ever to make websites and digital channels more beneficial and highly relevant for users while improving the overall customer experience. Through the use of AI-enabled web analytics, brands now have access to the insights they need to inform more relevant and targeted content delivery.

Here are 3 examples to leverage AI on your website:

1. Intelligent Chatbots
One of the most common applications of AI on websites are intelligent chatbots that have a “conversation” with the visitor, acting as a customer support specialist to direct them toward relevant content and offerings, then verify that it achieved the desired outcome. The chatbot can direct users to self-service tools, human support staff, or alternative methods of contact as needed.

Sandstorm implements solutions that support chat functionality directly in content management systems (CMS) like Drupal with its Chatbot module, but can also integrate third-party chatbot tools like Botsify and others.

2. ‘Look-a-Like’ Models
AI can also include tracking a visitors’ activity for common patterns of search, navigation, and conversion events – identifying “look-a-like” models that can guide similar visitors to content of improved relevance. This often adds a recommendation engine like on Amazon. Artificial intelligence and machine learning relies on the quality and quantity of useful data, including indexed content of the site and applying taxonomy and relationships, utilizing the CRM database, incorporated community platform data, and tracking visitor activity.

3. Personalization
Highly relevant, personalized experiences can be created using platforms like Kentico or Acquia Personalization with its built-in personalization features, but can also integrate third-party marketing automation platforms that leverage AI like Hubspot or Marketo.

In addition to information on the website and data about activity on the website, Sandstorm leverages tools that provide omnichannel tracking including social media and targeted email to drive personalization that informs and improves user experience on the website.

Artificial Intelligence is also baked into analytics platforms like Google Analytics to highlight insights on visitor behavior and trends that can be leveraged to prioritize content creation and identify where to make changes to the website to best support your visitors.

Sandstorm implements Google Analytics on all of our website development projects, or in conjunction with additional native analytics platforms like Adobe Analytics or other platforms. Supplementing the automated insights of these platforms, Sandstorm also provides advanced data research and reporting services, leveraging tools like Google Data Studio and Tableau.

In How AI can shape the future of UX, Sandstorm CEO Sandy Marsico shared “AI and predictive analytics help to determine what the user wants, needs, or does next. AI assists in adding insights, but it doesn’t tell the whole story.”

And while not a replacement for human analysis, AI does play an important and evolving role. “We’re all trying to predict the future,” she says. “AI won’t figure out the problems we need to solve — AI helps us have a deeper understanding of our user so we can tailor our content and messaging to anticipate motivations and behaviors.”

Looking to use AI to drive your business forward? Contact us today to schedule a time to connect!

This blog was posted by Nick on October 12.
Nick Meshes

About the Author

Nick Meshes

Nick is Sandstorm’s Director of Technology & Analytics. He’s boosting our quantitative focus. He’s busy increasing our capabilities in web analytics, website optimization testing, SEO, SEM, display advertising, business intelligence, and personalization.

Amanda Heberg
How the Agile Process Helped Launch a Boat (Show)

The Agile Process

Scrum? Agile? Waterfall? Kaban? You likely have heard of these concepts and maybe adopted some version to your software, application or website development projects.

In its simplest form, Agile methodology is a project management process.

Scrum comes from the sport of rugby, where in a scrum formation everyone plays a specific role working towards a quick adoption of strategies. In complex projects just like on the rugby field, scrum facilitates team collaboration and iterative progress towards a goal. Teams practicing Scrum use Agile methodology.

As a Scrum Master, I make sure the team lives agile values and principles and follows team processes and practices. The responsibilities include establishing an environment where the team can be effective and clearing obstacles along the way.

For a look into how we put all this into practice, here is work we did recently in partnership with the nation’s leading trade association representing boat, marine engine, and accessory manufacturers, the National Marine Manufacturers Association.

The Challenge

The National Marine Manufacturers Association (NMMA) has an expansive ecosystem of websites across multiple business units and the boat, marine engine, and accessory manufacturer audiences it serves. Primary among these websites are more than 15 websites that serve the Boat Shows happening across the country, like the Chicago Boat Show (www.chicagoboatshow.com), which hosts hundreds of thousands of attendees.

Over the past two years, NMMA made significant investments in Acquia (Drupal’s Platform as a Service, PaaS) and moved its websites to the Acquia Cloud and Digital Experience Platform (DXP), with the goal of centralized site and application management and reducing the time required for labor-intensive infrastructure management.

Following the transition to Acquia, NMMA asked for Sandstorm’s support against clear goals for the project of providing centralized management of the multisite environment, uniform content blocks and streamlining code as well as fully optimizing the site for performance, SEO, user flow and content administration.

The Solution

The highest priority for NMMA was tackling the Boat Show sites, as there were UI updates and improvements that needed to be implemented. We also needed to re-architect the multi-site management so the collection of roughly 15+ sites used consistent theming, features and components along with the set-up of continuous integration. This meant creating a deployment structure to support clear data management of the different sites, including content blocks and forms and controlling the changes to be tested through one branch.

Given the time-sensitivity and breadth of the work needing to be done, Sandstorm and NMMA collaborated through an Agile development methodology, using the Scrum framework. This supported a combined Sandstorm & NMMA team with clear roles, an ability to prioritize what stakeholders needed the most, and the ability to adhere to a tight timeline with productive, incremental sprints.

Each sprint was prioritized by NMMA to include enhancements, structural updates, and process improvements while keeping close management of the backlog, so we could reprioritize as the needs of the business shifted. Sandstorm led a daily scrum where the full team communicated tasks, updates, challenges, etc., which provided a continuous cycle of teamwork-led solutions each day.

The Results

There were several successes from an agile-led partnership for both NMMA and Sandstorm, including:

  • Improved administrative user experience and streamlined management of the NMMA Boat Shows websites within the multi-site framework.
    • Allowing for one branch update to affect multiple sites and changes to be adapted faster with no rework for the individual sites.
  • Improved technical documentation. By managing development features and notes via Jira cards, we were able to instantly improve technical documentation and help structure the deployment processes.
  • Stronger NMMA ownership. With an integrated approach and stronger team-wide knowledge and documentation of the systems and processes, NMMA was able to take more ownership of the product and had the tools in place to support current and future team members.
    • This was key for the multi-site deployment process and management of the separate databases per show site.
    • The development and deployment process can be controlled by the NMMA team and not one single team holds the keys to that process alone.
    • The NMMA team became sufficiently knowledgeable in managing their improved Acquia & Drupal 8 website’s structure and can stand on their own.
    • This allows NMMA to leverage Sandstorm’s expertise for future code enhancement implementations instead of spending budget resources on day-to-day management.

With this implemented Scrum framework, the combined Sandstorm and NMMA teams were able to build features efficiently, easily prioritize work and progress through the project quickly and successfully.

Want to learn how our integrated Agile and Scrum methodology can help move your development efforts forward? Contact us today to learn more!

This blog was posted by Amanda Heberg on February 26.
Amanda Heberg

About the Author

Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

Sandy
3 Digital Trends Associations Should Start, Stop and Continue Doing

As part of our annual review process we use the start, stop, continue retrospective technique. We've found it's a great way to recognize successes and opportunities for growth for individuals, teams and organizations. Thinking about the digital transformations we've seen with associations lately, below are some retrospectives on what we see trending with membership organizations. 

START
Creating a culture of data. Using data to inform your decisions and weaving that into everything you do is critical to success. We are working with an association today where we're collecting and analyzing data to identify educational gaps and drive new products (and revenue). We're also utilizing data to drive content and functional requirements on new website builds to improve the member experience. By taking a fresh look at member data for a global membership organization, we were able to re-interpret the data and create new marketing campaign messaging to increase membership and product sales. The combination of qualitative and quantitative data helps associations turn subjective decisions into objective ones. Even when we're talking creative and UX – data science for us plays a huge role.

STOP
Stop building websites in proprietary technologies on a web dev shop's server as you are trapping yourself and it’s completely unnecessary now. Many leading associations are utilizing off-the-shelf content managements systems like Drupal, Kentico, etc. to integrate with their AMS and LMS systems, provide personalized member experiences, and track analytics and KPIs. Then you have options when it comes to supporting your chosen system. You can choose to have the original digital agency maintain and support your site, you can select a new partner for support, or bring it in house. We also recommend you own the hosting relationship with a 3rd party provider such as Rackspace, Azure, or AWS so you are never "stuck". We have taken over the maintenance and support for so many association websites that didn't get the service, attention to detail, nor strategic thinking to drive their association forward, and it was all possible because of the CMS they selected (and it's always a smoother transition when a 3rd party hosting provider is involved but not necessary). 

CONTINUE
Continue focusing on member engagement, member value and the overall member experience. This is what we love most about associations. It doesn't matter if you're a trade association or medical, large or niche, everyone shares a common mission to help your members become more than they can on their own. One of the most common challenges and motivations we've seen for launching into a new website overhaul was to improve their members' online experience and increase online member engagement. And we get it – we, too, are all about the user. When you look into the member journey, continue at all touchpoints to remember we're all just people trying to be the best version of ourselves. Keep the humanity alive in your organization that you have already mastered.

This blog was posted by Sandy on February 19, 2019.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Sandy
Innovation as a Learned Behavior


Dr. Karen Bartuch, Sandstorm's Director of Data Science, presented 10 practical innovation tips at the Association Forum Holiday Showcase

For most organizations, innovation is table stakes for long-term growth and a competitive advantage. Yet, according to McKinsey, 94% of managers surveyed were dissatisfied with their organization's innovation performance. So why are some organizations better at it than others? Google employees are encouraged to spend 20% of their time, in addition to their regular projects, to work on what they think will most benefit Google. Both AdSense and Google News were created this way. But I know what you're thinking, we're not Google. 

Innovation is a deliberate choice, and in most organizations, it doesn't accidentally happen as your people need permission to explore and create. And everybody has the capacity to create according to the Componential Theory of Creativity, "..all humans with normal capacities are able to produce at least moderately creative work in some domain, some of the time—and that the social environment (the work environment) can influence both the level and the frequency of creative behavior."

Below are 10 practical tips to unlock your inner innovator and incorporate it into your daily life:

  1. Don't worry about critiques
  2. Forget the need to be 100% original
  3. Go from specific to abstract
  4. Be aware of shortcuts and biases
  5. Practice diversity
  6. Get hands on
  7. Spend a day in the life
  8. Carry a sketchbook
  9. Work during your “peak time”
  10. Inject humor into the workplace (check out Karen's TEDx Talk)

During this session, attendees got the opportunity to synthesize what research is telling us about the need and desire for innovation, and understand key strategies to infuse creativity and innovation in your organization. Contact us if you want to discuss any upcoming innovation initiatives you'd like help with.

This blog was posted by Sandy on January 28.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Sandstorm takes Hermes Gold for Accuity ad

Sandstorm Design was honored with a gold statuette at the Hermes Creative Awards. The award was presented to Sandstorm for its impactful print ad for Accuity’s payments data products. This year’s award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which hosts the annual Hermes Creative Awards competition.

Sandstorm’s breakthrough ad was targeted at professionals at financial technology companies who develop products for the payments industry. The ad dramatizes the catastrophic consequences of choosing the wrong provider of payments data, and created an industry stir when introduced at the annual global Money 20/20 conference.

Accuity Ad - Fintech

The Hermes Creative Awards are an annual international competition recognizing and celebrating the messengers and creators of traditional and emerging media. Entries are judged by the AMCP, an international organization consisting of thousands of creative professionals. Marketing materials across a wide range of categories are submitted by corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.

This blog was posted by on June 19.
John Rausch

About the Author

John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

Janna
Get in the Gamification and Boost Your Member Engagement

Stronger member engagement. Increased traffic. Connecting with Millennials.

If I just listed everything on your association’s wish list, then gamification has a lot to offer you.

Gamification is all about motivation. It plays on people’s competitive nature and love of recognition to encourage them to accomplish goals. And gamification works wonders. Studies show that gamification can lead to a 150% boost in engagement, which is why more than 70% of the Global 2000 according to badgeville.com have at least one gamified app.

How can you start taking advantage of gamification’s benefits? We’ve created a quick walkthrough to help you power up member engagement.

1. Add a profile progress bar.

Users want goals and they want to feel like they’ve accomplished something. More than 75% responded to a survey saying that they want an indication of progress.

LinkedIn has mastered this technique to get members to build out their profiles: rewards for completing a profile, clues that offer direction, and tapping into users’ competitive nature to see who is looking at their profile.

Gamification: Add a progress bar

 

2. Include provocative language in the profile form.

Asana challenged its users by asking them to describe themselves in seven words. When they made that switch, their response rate increased 98%. With just a simple form change, you can get your members to be more engaged right from the start.

Gamification: Include provocative language in the profile form

 

3. Use points to incentivize members to come back.

Learning a new language can seem daunting, unless you use Duolingo. The popular language education app grew to 110 million users in just three years, and it keeps those members coming back by giving them experience points for each completed task.

Gamification: Use points to incentivize members to come back

 

4. Award badges for participation.

It can be difficult to get off the couch, but Fitbit encourages users to push harder by awarding badges for milestones. And the awards aren’t just for running a marathon, they start with tasks that the user can actually achieve and build from there.

Gamification: Award badges for participation

 

At Sandstorm®, we can design new and exciting ways to engage your members through gamification.

Watch the video below for more ideas, or contact us to talk about what we can do for you.

This blog was posted by Janna on August 10.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

this file was posted under: 
Janna
How To Get Amazing Creative From Your Agency

The mind reading fantasy

How great would it be if someone could read our minds and instantly reflect what we were thinking? Okay, it might be a bit creepy at first, but after we acclimated, it would be pretty fantastic. We would never have to order anything; we would just pay and collect our latte, salad, or sandwich. We would never argue with our spouse. We would always know what our boss wanted. It would be so productive, we would increase GDP by 200%.

Reality sets in

Unfortunately, that’s not the world we live in today. So when clients want us to read their minds, we panic—and for good reason. We strive to embed ourselves into our clients’ organizations and businesses, but we are horrible mind readers. When budgets and timelines are tight (they always are), it’s best to align with a creative brief before jumping into creative execution: it saves time and money and prevents angst.

A tool that functions well in reality

Please plan for some time and money to invest in a well-written creative brief when you are planning on giving work to an agency or creative partner. Briefs give the agency time to process all of the information you have given them and think through any questions they may have. This distillation of information is an important step that allows for strategic thinking and alignment. The act of writing a brief is a discipline that requires prioritization and ensures the creative team has the right information before crafting a communication solution for you, the client.

Providing a way for effective creative evaluation across an organization

As a client, you should demand a brief when embarking on a creative project. It has a strong ROI and is the contract between you and the creative team in terms of what to expect when the agency presents creative to you. You should use this brief to evaluate the creative and ensure your internal stakeholders do the same thing. This ensures that your campaigns stay focused and on strategy. A brief also helps take personal preferences out of the equation and forces each evaluator to start to think in terms of your target market.

A simple solution, just add a pinch of discipline

I have worked in many places and with many clients that let the creative brief languish and even disappear. This results in many revisions, escalating budgets, and blown deadlines—not to mention awful creative executions. This is the epitome of the phrase “garbage in, garbage out.”

So if you want to ensure great creative that’s on budget and on schedule, you must invest the time and resources into developing a well-thought-out creative brief that has alignment from all stakeholders in the process. It’s a simple and classic tool that works.

This blog was posted by Janna on February 23.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

Janna
Here are 3 ways to improve your corporate blog

Let's face it, some blogs are just boring. Blogs aren't white papers. They are stories written by people. Opinions, levity, original ideas, relevant humor, these are things that all humans have, and corporate blogs should be no different. That doesn't mean that it can't be “professional.” None of those attributes disqualify anyone from being seen as an expert; it just means that it should have some life! But how?

Tune Your Tone

Tone is tricky, and corporate blogs have a history of tonal shortcomings. Finding your tone will come from your culture:

  • the attitudes of your employees
  • the environment of your office
  • the creativity of your work

Don't stifle these things. Each of them goes into what makes your company unique and can drive your content strategy. One of the best ways to share that uniqueness is with a company blog.

Craft Your Conversation

In The Corporate Blogging Book, Debbie Weil says there are three Cs of blogging, "be conversational, cogent, and compelling." Blogs should start dialogues with your audience, not force rhetoric down their throats. Caterpillar regularly uses their blog to engage in relevant discussions with their audience. Maintaining a conversational tone is key to avoiding a boring blog. Have some fun — you can have an expert voice and still have a heart. It can be a fancy three-piece suit with a silly tie. Also, don't forget to follow up with audience comments to keep the conversation going. Check out web app company 37 Signals blog.

Be, Befriend, or Buy a Blogger

You have established a tone and crafted the conversation you want to have with your audience, but there is still one more big hurdle. You may be the foremost thinker in the area of international toothpaste distribution, but that doesn't necessarily make you a blogger. If you look to your innerself and don't find a blogger, chances are there is someone capable within your office. It is easier, and smarter, to dictate your ideas to someone who already has a grasp on tone, than to try to "discover" it yourself. If all else fails, hire someone. Finding someone who can succinctly capture the voice of your company, while still being entertaining and conversational is essential to beating the boredom! Are you ready to breathe life into your corporate blog?

This blog was posted by Janna on January 15.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

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