In November 2012, the American Lighting Assn.  (ALA) launched a consumer blog  to expand the public’s awareness of lighting, controls, ceiling fan products and the showroom channel of distribution.
The blog entries, about 500 words a piece, are written from a consumer’s perspective by ALA staff members and soon, guest authors, and include topics like “How to Covert Wattage from Old Incandescent to New LED,” and “Senior Living, Aging Eyes Need More Light.” Terminology and new technology is explained in an easy-to-understand way and a “find a lighting showroom” link promotes ALA member showrooms to consumers.
According to ALA Manager of Communications and Marketing Brittany Glenn, the blog was really created to help ALA members. “ALA’s goals are to stir interest in lighting among consumers and persuade them to visit ALA member showrooms for their lighting needs,” Glenn says. “From a strategic perspective, the blog will optimize our chances of succeeding at these objectives.”
ALA’s blog, which matches the look and feel of its website, was developed by web-based technologies service provider Bridgeline Digital and built on a WordPress template with code embedded for Google Analytics. This will help track statistics like site traffic and help determine the effectiveness of search engine optimization (SEO) efforts.
“Publishing fresh content regularly will provide additional value to the consumers already visiting the ALA website,” says Patti Cardiff, Director of Project Management for Bridgeline Digital. “Also, this will create new search engine entry points on subjects already proven relevant to existing users.”
Glenn is optimistic about the impact the blog could have. “For SEO purposes, implementing a consumer blog via the ALA website has been a long-term goal for the ALA marketing department,” she says. “We are happy to see it come to fruition.”
For more information, visit http://blog.americanlightingassoc.com .