Merge

I ran across the Evernote Blog the other day and noticed something distinctly different in their approach.  Like most companies, Evernote blogs about product updates to keep their heavy users informed.  It's well written, informational and overall pretty well done.  They also have a portion of their blog dedicated to Tips and Stories, and this is where it gets interesting.  Most of the blogs here are posted by real users, not employees of Evernote (I'm assuming Evernote is not compensating these folks, which they could be, but it doesn't come off that way). Moms, dads, lawyers, fitness gurus, it runs the gamut, but they are all writing around one central premise, "How I couldn't live without Evernote."  And they are far more then the standard testimonial.  These folks are digging in to what devices they use Evernote on, what products they use, what they actually keep track of, etc...

It should be noted that their "Ambassadors" are already pretty well established experts in their respective fields and have plenty of followers via social media and their own blogs. Not a bad strategy by Evernote. Lastly and definitely worth a mention, the amount of social sharing is consistently higher from ambassador blogs than the blogs written by actually employees.

Below, some screenshots from a mom (and founder of digitwirl) and everything she keeps, from pictures to warranties to instruction manuals.  Feel free to visit blog.evernote.com for the full experience.

What's it all mean

Evernote is doing a fantastic job of talking to their consumers, from the consumers point of view.  The tips from ambassadors create an instant level of credibility and make the use of their products far more relatable to the micro-communities their users live in.