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We want to give C-suite bloggers the attention they deserve. Blogs from a company chief require a slightly different approach to succeed, as we explain below.
They add a personal touch
Posts that have been genuinely written by a senior manager and haven’t been edited to death take on a different tone when compared to corporate blogs. When the individual’s personality is communicated through a piece it can help to build trust in the brand, reinforce its expertise and make it seem more approachable. Jim Yong Kim, president of the World Bank, uses anecdotes and opinion pieces in his blog to engage readers with relevant topics. The prominent anthropologist talks about his younger years as an activist and even his past failures to highlight what the World Bank does and why. This makes what are essentially promotional messages feel more genuine, and the reader is therefore more likely to take notice.
They aren’t afraid to be genuine
Being genuine helps a brand to be trusted which goes a long way in any sector, not just finance. CEO bloggers can do so by voicing their opinion openly and without fear when discussing topics that aren’t going to tarnish the brand. By not sitting on the fence when it comes to important matters you can seem more credible too, even if the reader doesn’t agree with your point of view. On his blog, Jersey Finance CEO Geoff Cook has been critical of Labour leader Ed Miliband and his view on tax transparency, which is a bold move given how passionate people are about politics. However, by taking a strong stance on an important subject, Cook – and therefore Jersey Finance – seem more sincere when communicating.
They are a true thought leader
Thought leadership means being an authority on a subject that others can turn to for expertise, and few others are as valued as financial specialists. So, who better to help a financial brand become one than its actual leader? Knowledge-packed blog posts from the keyboard of an experienced CEO will hold more weight than those written anonymously, which means businesses can establish themselves as a thought leader much quicker. Nutmeg CEO Nick Hungerford’s blog is a great example of authority on a specialist subject and a reflection of the brand. Nutmeg strives to make investment simple, and its blog demystifies subjects that can be difficult to understand. We should know, as we contribute content to the firm’s Nutmegonomics blog.
Which CEO blogs – finance-based or otherwise – do you follow and why? Let us know in the comments below.