I can’t tell you how many times I’ve struggled to get clients to agree to put a simple blog on their company website. The idea of semi-casual publishing on a corporate website, even for small companies, often feels like a daunting task for decision-makers and managers. They’re concerned about the quality of the content, saying the wrong thing and whether or not it will devalue their Web presence. However, with a good online strategy, those fears can quickly go away.
A good online strategy includes structure, frequency and engagement.
Having a company blog is nice, but having multiple blogs and targeted content sections are even better. Rex Hammock knew that some people would be interested in custom media, news related to Hammock Inc. and/or commentary from his team. So he setup three unique areas on his website underneath the main label of Blogs. Each section, Custom Media Craft, Hammorati and Team Hammock, has its own unique presence on hammock.com. Rex goes even further by providing individual blogs for his employees, which are conveniently integrated into their about page. The beauty of this integration is that employees don’t have to blog if they don’t want to, and if they choose not to, the about page still looks good. If they do blog, which I’m sure he’d love for them to do, then it’s simply gravy from an online marketing perspective.
A key strategy for performing well on search engines is to publish original content, often. This is where Rex excels. He’s a veteran of the blogosphere and is deeply engaged in social networks (both online and off). Proof of his frequency can be found on his FriendFeed page, where one might ask themself, "does Rex actually work?" Frequent updates, whether they be messages left on hammock.com or tweets on his Twitter account, help indirectly and directly promote his business socially and via SERPs.
Rex knows how to engage his audience, which is key to any online strategy. He does this in many ways. First, his active participation on social networks keeps him and his company active in the minds of those he’s communicating with. Second, he acts as a source of relevant news. For example, he uses his blogs to write about industry news, current events and things that simply interest him. Third, he keeps his company active in the community and highlights it on his website. Squashing Some Litter Bugs and T-shirt+Photo=Laptop are two excellent examples how he engages offline, but highlights online. The T-shirt+Photo=Laptop in particular was something that engaged other companies, Sitening being one of them.
If you’re a company that’s still struggling to understand how you can better engage your audience via the Internet, then you should spend some time studying Rex Hammock and his online presence. Rex is one of the few people who simply gets it when it comes to online strategy and promoting his business.