Corporate Eye

What Does Your Blog Say about Your Brand?

blogMost companies have blogs and many companies have multiple blogs with each one dedicated to a specific brand. But how many of these blogs are truly helping the brands they support?

Blogging is an excellent tool for content marketing and is a fantastic catalyst for engagement and social media marketing. Unfortunately, many company blogs aren’t helping the brands associated with them, and in some cases, those blogs are actually hurting the brands they support.

Which category does your company blog (or blogs) fall into? Aside from tracking performance metrics and pairing that data with the subjective opinions of the marketing team and executive team, it’s critical that you look at the blog from your target audience’s perspective. Is your content useful, meaningful, entertaining, interesting, and shareable? If not, then you’re not publishing the right kind of content.

What are you really talking about on your blog? Sure, there are probably main points you’re always trying to make directly and indirectly in your blog posts, but are those messages getting through to your audience?

One way to find out what you’re really talking about on your blog without subjective opinions or ulterior motives getting in the way is to create a word cloud using your blog’s RSS feed. Is this a scientific method of evaluating your blog’s content? No, but it will show you the words that are used most frequently on your blog and give you the opportunity to decide if those are the right words and messages that you want to be communicating through your blog posts. You might find out that you’re blog content matches your brand building goals perfectly, and you might learn that you need to overhaul your blog content because it’s not aligned with your brand goals and values at all.

To give you an idea of what a company blog word cloud looks like, take a look at the examples below, which were created using the free word cloud tool from Wordle. Do you think the words used most frequently on these companies’ blogs accurately reflect the brands associated with them?

Zappos Blog Word Cloud

The Zappos blog RSS feed was used to create the following word cloud.

zappos word cloud

Red Bull Blog Word Cloud

The Red Bull blog RSS feed was used to create the following word cloud.

Red Bull word cloud

General Motors FastLane Blog Word Cloud

The GM FastLane blog was used to create the following word cloud.

GM Fastlane Word Cloud

Google Blog Word Cloud

The Official Google Blog was used to create the following word cloud.

Google word cloud

Image: Svilen Milev

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.