A Recurring Blog for LEON

 A Recurring Blog for

This week I am creating a project for LEON, a company whose platform was designed as a way to empower managers and leaders with insights and strategies to improve the health, resilience, and culture of their teams. Through their platform, employees can remark on how they are doing with their work. This gives managers and executives an incredible overview of the mental state of not just the overall company, but specific teams as well. 

With a platform that gives companies this level of insight, it’s no surprise their client list contains companies like DoorDash, Airbnb, Intuit, and many others.

So, how can a weekly blog drum up more business for LEON? Don’t they already have blog posts and a podcast? Yes, they do, and they’re masterfully done. But, they focus more on direct promotion. A weekly blog focusing on indirect promotion could accomplish several things.

1. Keep current clientele engaged with weekly postings, giving them ideas for R&R, how to take advantage of an underworked team, or gym and diet tips that can help with a healthier life.

2. If properly marketed, it could create a subscriber base containing anybody—not just clients. This heightens LEON’s visibility.

3. This heightened visibility creates an entirely new pool of people to sell the platform to.

So how do we get started on this? There are a few things that need to be taken care of first. 

Preliminary Marketing

A few of LEON’s employees have drummed up quite a following on LinkedIn and have a semi-influencer status. LinkedIn is a great way to market a blog like this. People who use LinkedIn heavily are business-oriented, focused on optimization. As LEON is in the business of optimizing other businesses, it’s a match made in heaven. 

Since their target audience is already assembled, we need to work on promotions. At first, it would be ideal for a few posts to be made announcing the arrival of a new blog series with a few announcements, starting with one two weeks before, then another one week before, again on the day before, then finally on the day of with a direct link to the article. Each announcement could contain a link to subscribe to the newsletter.

Content Management

With this article, we want to avoid it coming across as a big advertisement for LEON, but we also want to fit some promotion in. There’s a happy medium there. A good rule of thumb for this is to keep the company logos and taglines in the header and footer, with minimal mentions of LEON in the article itself. Remember, the initial goal is to grow the audience, and nobody wants to share or even read blatant advertising. As the growth of the blog continues, promotions may be trickled in.

The article also needs to contain enough useful information to promote sharing. The reader needs to actually learn something from the article that they would deem helpful. When someone finds a new diet trick, a different workout method, or a great way to recover from burnout, they’ll be more than happy to share it with friends or coworkers who might benefit from it. 

This is where drumming down the ad-like appearance is important. The article containing too many buttons that lead to LEON’s site, or deals LEON offers will taint the content of the article in the reader’s eyes. 

Managing and Marketing Some More…

After the creation of the blog, you’re going to want to keep things interesting. Many blogs fall off quickly after a sharp rise in readership due to laziness on the author’s part. To avoid this, here are a few tricks:

• Change up the author every week. Find different employees to write it, giving a unique perspective. Have them draw from personal experience.

• It doesn’t have to be a ‘tips & tricks’ article every week. The author could write about a previous experience where they overcame a struggle at work and how they dealt with it. 

• Include interviews with interesting figures in the industry. What’s great about a blog interview is that you can interview them through an email exchange rather than having to set up a time to record. This can help you secure bigger ticket guests who may not have time to record a podcast episode, but do have time to answer some questions over email.

• Hosting Zoom events with subscribers, doing Q&As with LEON employees and potentially special guests.

Spicing up the blog is a great way to pull in readers but also gives you more to work with from a marketing angle. It’s much easier to market “A Day in The Life of [insert tech ceo]” rather than something everyone already knows and cares little about, like “Walking A Mile A Day: How It Helped Me.”

The Continuous Goal And Its Output

The ongoing goal of the blog is to keep it interesting. It’s best to look at it in binary terms. A blog is either interesting or boring. It gets shared or it doesn’t. People read past the first few lines or they don’t. The continuous goal of the team behind this is to keep it interesting, get it shared, and get people to read past the first few lines. More readers→more shares→more readers→more shares and so on. 

The following of the blog serves not only as a creation of potential clients but to raise publicity for LEON and help build the brand further. With more business people across various industries being aware of the company, LEON achieves a higher status.