In Your Words 5

The Cleanest LineScreen Shot 2016-02-07 at 11.28.51 AMPatagonia’s company blog, titled “The Cleanest Line” is a group blog. The blog has multiple contributing writers, including Patagonia employees and ambassadors, as well as adventure seekers who live in the brand. Posts can be submitted to the company by anyone who embodies the essence of the company through the online submission process. All content is centralized around the outdoors and exploring the world, through personalized experiences.

The purpose of The Cleanest Line is to share stories and exciting adventures, to entertain and inspire readers to take risks, explore and fully live life. “The goal of The Cleanest Line is to further Patagonia’s mission by encouraging dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.”

The Cleanest Line is unique in that it brings amazing personalized stories from thrill-seeking individuals that have beautifully articulated a snapshot of their journey for readers to enjoy. The posts all ring in the message that while journeying into the wild is a difficult feat, there are endless learning experiences along the way and opportunities to better find yourself. Posts also feature the beauty of the world we live in, emphasizing the need to care and love for the environment. It is a blog that not only is a good read, but is informative and inspiring.

Patagonia’s mission statement is “Build the best product, do no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” As a company that provides clothing to embrace the environment and appreciate nature, the blog perfectly represents the essence of the brand by featuring content of people that do just that. “Jumbo Unchanged” is an article by snowboarder Alex Yoder who travels to Jumbo Valley in British Columbia to see first hand the area that has been at the center of political conflict on whether the desolate area should become a year-round ski resort. The post discusses the environmental implications while still telling a story, told by a lover of the sport that would take over the valley, but more importantly someone who values the wellness of the earth.

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Traffic is brought to the blog through posts on Patagonia’s social media sites with links to knew blog posts. However, the blog is no where to be found of Patagonia’s website and does not come up on the first page of results on Google when “Patagonia” is searched.

The blog is successful because it produces creative and original content that is frequently posted. Contributing bloggers provide information about themselves and links to their social media sites. The topic of the blog provides endless possibilities for content curation. The posts are easy to share, with Twitter and Facebook share options at the bottom of every post. The blog also drives readers to the Patagonia website and has widgets with a link to Patagonia’s Twitter and an option to ‘like’ Patagonia on Facebook.

I think the blog could improve on its sharing opportunities by utilizing more social media share options and an easy email share option.

There are no advertisements on blog, but of course the blog is run by Patagonia. Potential advertisements could include other eco-friendly companies, and products that align with the lifestyles of Patagonia wearers.

Hello Fashion

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Hello Fashion is a semi-professional blog run by mother, wife, and fashionita Christine Andrew. Andrew has built up a large following, posting a few times a week about women and men’s fashion, traveling, and being a mom.

The blog offers features on current fashion trends through Andrew’s personal style. “Hello fashion allows Christine to communicate directly with ‘the everyday woman’ and offer style inspiration and advice along the way.”

Hello Fashion is unique because of Andrew’s emphasis on family life, and fashionable style trends that apply to mothers. Andrew uses images of herself and her family in blog posts, making the blog more personal and relatable. She offers links to every item of clothing worn by each member of her family for readers to easily access the styles for themselves. Pictured below is a photo from Andrew’s December post “Winter Fun,” of Andrew with her three children. The post also featured her husband as well.

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Andrew has created a brand that reflects the stylish, family oriented, everyday woman. Each post embodies that woman with content that inspires readers to incorporate new fashion trends into their everyday life with their significant other or children. Advice ranges from holiday fashions to seasonal necessities and just about everything in between.

Hello Fashion is on the second page of Google results when searching “fashion blogs.” But more importantly is located in the number one search result “22 Fashion Blogs You Need to Follow in 2016” as the first blog listed. Andrew’s Facebook, Twitter, Instagram and Pinterest all generate content that bring viewers to Hello Fashion. Andrew also had a feature on the top fashion blog “Who What Wear” that helped spark readers to check out her own blog.

Hello Fashion is successful because of its fresh, image-heavy content that Andrew posts a few times a week. The blog is identified with Andrew and vice-versa, making readers feel a strong connection with both the blog and Andrew. Links to Andrews Facebook, Twitter, Pinterest, Instagram and Bloglovin is in the navigation bar so readers to easily find Andrew on social media sites. Facebook, Pinterest and Twitter sharing options are located at the bottom of every post along with the option to leave a comment. A subscribe tab, located in the scrolling navigation allows readers to easily subscribe to the blog with one simple step. A useful sharing tool Andrew uses is a “pin it” option that appears when you scroll over images in the blog posts, as shown below.

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Personally, I don’t think blog is missing anything. The clean, sleek and sophisticated look is achieved by not having widgets with social media feeds on the side. However one recommendation I have for the blog is to make photos a little smaller so that they can fit on one page without having the scroll to see the whole image.

There are no banner ads on the blog however posts feature reviews of fashion and beauty products that link to the company’s website. This is a very popular tactic for successful blogs, offering discrete advertisement disguised as useful information.

Literally, DarlingScreen Shot 2016-02-07 at 3.32.20 PMLiterally, Darling is a professional blog run by a group of nine women who all generate content for the blog. Several posts are made a day including news in politics and entertainment as well as features on lifestyle, health, beauty and more.

The purpose of Literally, Darling is to create a hub of information for the woman in her twenties. The blog was created to “give voice to the literal perspectives of 20-something women.” Literally, Darling offers a variety of views and standpoints that will often conflict each other, like that of the actual population. While the writers gender and age range are the same, their views on politics, fashion, lifestyles, values, religions, hobbies and relationships are all very different.

The variation of writers is part of what makes Literally, Darling so unique. There is no certain view or set of ideals that the blog is offering like most blogs. It offers different perspectives in posts that match one person one week, and another one the next. “You’ll still be able to find niche perspectives on topics, but you’ll also find the exact opposite, and we hope you’ll explore all sides.” It adds variety and generates a sense of curiosity as one never knows what the post might say.

All posts are written in a matter-of-fact tone. This aligns with the brands tag line, “an exact representation of our exaggerated selves.” Posts are on topics about which women in their twenties are interested in. It’s no secret, that as a whole, young people read the news less than older people, which is why news posts on the blog speak in a way 20-somethings can relate, such as the post “The Battle to Stay Informed with Big News” under the “News & Politics” section of the blog.

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The blog uses tags to help bring in traffic from Google searches, however is not high on searches when looking for “a blog for woman in their twenties.” The immense amount of content and topics helps readers find something they’re interested in once on the blog, whether its politics or pop culture.

Literally, Darling is successful because of its high frequency of fresh and unique content. Tumblr, Reddit, Pocket, Email and LinkedIn options are at the end of every post to promote sharing. Photos and a short bio about the author also accompanies each post, so viewers can get to know more about them. Links to Literally, Darling’s Tumblr, Pinterest and Instagram are also at the top of every page of the blog.

However, Literally, Darling is missing a share to Facebook option. As a blog targeted at women in their twenties, they are largely missing out of the sharing possibilities on Facebook. By adding the ability to share posts on to friends’ timelines, the blog would greatly increase its impressions.

Advertisements appear on the right side of the blog at all times ranging from Hulu ads to clothing brand ads.

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