A Flaky Blog Strategy That Works
Every company that sells consumer goods has to have a page explaining the product. Gold Medal Flour’s standard site is no exception, with the usual images you’d expect, like a sack of flour and a perfectly browned pie in the background.
But humans have been working with flour for millenia, and the Gold Medal brand was established 125 years back — just mentioning the product isn’t going to grab many people’s attention. More importantly, there’s no narrative, no way for someone baking at home to form a connection with the brand.
So what’s the answer? Let them bake cake. And baguettes. And biscuits. Gold Medal asked renowned baker Rose Levy Beranbaum to help tell their story in her blog, Real Baking with Rose. Rose has a well-established track record of being an excellent food writer; Her latest book is actually called The Bread Bible. An in just over a year of blogging, the site’s grown a dedicated band of readers, who relish the interaction and dialogue with one of the leading lights in the baking world.
What’s the lesson here? Any product or service, no matter how straightforward it seems, has a story to tell. And there are people in your community who want to form a connection with the experts who know your products best. Getting started with a blog is a great way to begin to tell that story.
A company as large as General Mills has dozens of brands to manage, including Gold Medal flour, so an inexpensive solution like Movable Type offers an easy way to build a blog. Their team contacted Hop Studios, one of the many expert members of our Six Apart Professional Network to help create the blog, and a year later, they’ve formed the core of a passionate community of product enthusiasts. Want to get started telling your own story? Get in touch, and we’ll help you get off the ground with Movable Type and connect you with the right member of the Professional Network to manage your project.
