Blogging Tips – HiP Blog Challenge (Part 1)

Tara Gentile, from HandmadeInPa.net, told us about her new series, the “HiP Blog Challenge”.   Tara told us a bit about what she wants to accomplish with this series, and now she will take us through part one!

“This is the first part in a four part series – with a new post every Saturday in April,” Tara tells us.

Tara’s blog is geared towards Pennsylvania crafters and handmade lovers, but Tara insists this challenge is open to anyone interested in improving the effectiveness of their blog.

“Knowing your brand is central to the way others perceive your work,” Tara writes.  “Strong branding can make good work look great – and make a potential customer much more likely to return to your shop to make a purchase.”

Tara says she often sees blogs that are very much disconnected from the shops they are designed to promote.  “On the most basic level, your blog should share the same color scheme, banner, and general feel (modern, traditional, deco, abstract, etc…) as your shop,” suggests Tara.  “But on a more organic level, your blog should allow you to express your brand through what you write and choose to share with readers.”

Tara thinks most bloggers today “miss the boat” by trying to fit too many different topics into one blog.  “Niche blogging is the key to building readership, reader loyalty, page rank…and then, sales!  The first part of the series will focus on blogging your brand,” Tara says.  In it, Tara says she is going to suggest writing a mission statement that defines a seller’s brand.

What is a mission statement?  “A mission statement can help you strengthen your brand,” Tara says.  She suggests taking a look at Lion Brand Yarn as an example.  “Lion Brand has created excellent…well…branding between sites.  The colors are soft and neutral so that they don’t clash with the vibrant projects that they highlight. The blog header includes both the logo and an image of yarn to remind you what site you’re on.”

Tara likes the Lion Brand mission, which reads:

“With this blog, the Lion Brand Notebook, we’re hoping to connect with you in another way, bringing you regular updates on what’s happening inside Lion Brand, taking you with us when we travel, and sharing our discoveries about what’s happening in the yarn world with you.”

Tara notes the use of the site’s blog in reinforcing the mission of the company.  “If you read through the content of the Lion Brand blog,” Tara explains, “you will see that, of course, many of the entries are about their products, other facets of their online media, and events that they have participated in.  But their blog also highlights things of interest to fiber lovers in general. This builds their brand by promoting fiber arts as a craft, not just Lion Brand Yarn. While blogging, Lion Brand is fulfilling it’s mission as a company.”

She suggests taking the time to identify your mission.  Tara thinks identifying your brand and its mission is key to formulating a blog that is both worth reading for potential buyers and great marketing for your handmade craft.  In her article, Tara says a mission statement is simply “a public statement of what fuels your passion for craft and what you hope others will gain by consuming your brand.”

Need an example of a great mission statement?  Tara told us HandmadeInPa’s mission statement to help our readers, “Handmade in PA seeks to be the premiere site for bringing Pennsylvania artisans and hoppers together. We feature interviews, host giveaways, publish tutorials, and offer business and shopping advice – all in the name of supporting the handmade movement in Pennsylvania.”

Then, Tara poses a useful question.  She writes, “Does HiP fulfill it’s mission?”  This is an integral part of creating a mission statement.  While you may think your shop is fulfilling your mission statement, others may disagree!

Our favorite part about Tara’s HiP Blog Challenge is her homework assignment for readers at the end of the articles.  “Your homework for this part of the HiP blog challenge  is to write or revise a mission statement in order to strengthen your brand,” Tara tells us.

When writing a good mission statement, Tara reminds us of the basics we just learned:  “A good mission statement describes your motivation for your craft and what you hope others will gain by consuming your product,” Tara says.  She suggests being specific!  “Don’t settle for “beautiful hand-crafted goods” or “great customer service”  – Identify the work you do, the style you work in, the benefits of owning your work, etc.” Tara suggets.

After writing your mission statement, Tara think sellers should focus each post your blog to make sure they go towards furthering this mission.  “That’s not to say that you can’t post on a variety of topics,” says Tara.  “But they should all, somehow, point back to your mission.”

Many sellers may wonder what to do with the newly-written mission statment.  Tara suggests posting it on your “about” page.  “You don’t have an “about” page? Then you have two pieces of homework. Your “about” page should include your mission statement, some biographical information, your shop links, your contact information, and any other background information that you’d like to include,” says Tara.

Tara is encouraging readers to post their mission statement to the post one in her series (found on her website.)

Thank you for a great part one of this series Tara.  We are excited to hear your other ideas about blogging!

What do you think of Tara’s tips?  Do you have a mission statement for your handmade business?  What advice would you give other sellers thinking about creating a mission statment or starting a blog focused on their shop?