Your personal brand is greater than your blog posts

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I’ve been investigating the popularity of non-post pages within blogs for the past few months. To no surprise, personal brand pages are more popular than any blog posts. You ask why?

Let’s go over the reasoning behind this phenomenon.

  • In order to establish a connection between your writing and your brand, readers hunger for a brand page explaining who you are.
  • If a reader or visitor would like to contact you to further a relationship, pose a question or seek an opportunity, they find that information on your brand page.
  • While reading your posts, if the viewer would like to understand what your credibility is in your topic area, they go to your brand page.
  • If a visitor is looking for consulting advice, they transition to your brand page first, prior to your posts.

Your brand page, whether you title it “about me”, “about”, or “yournamehere” is the single greatest asset on your blog. You may position it as a resume, a summary of your work, as a contact point or all three. You may even decide to put your LinkedIn profile on your main page, which may sway people to go there, rather than your personal brand page.

I summarize my brand on my “Dan Schawbel” page and give a link to my personal brand website if readers have more interest as to who I am. You will want to ensure the accuracy of your brand page for reputation management measures and enable comments, so that you can have a conversation on that page, just like a normal blog post.

Picture of Dan Schawbel

Dan Schawbel

Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St. Martin’s Press) and the #1 international bestselling book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing), which combined have been translated into 15 languages.

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