7 Keys To Writing Highly Effective Business Blogs
Most business owners know that communication is one of the most valuable tools for building a business. It starts with letting the world know you’re in business, building name recognition through quality goods and/or services and using advertising to appeal to new and existing customers.
Many businesses develop logos and branding, a website, some coupons and ads, and then recycle these elements from time to time. Some smarties take it a step further, however, and start blogging for business. A good business blog can provide product and service descriptions and customer education, be a low-cost advertising solution, increase your SEO and relevant search engine queries, and help your company establish its professional expertise. A good business blog can inspire consumer confidence in your brand and increase your sales. A bad blog, however, can actually harm your business. Today, we’re going to walk you through 7 solid tips to business blogging that will build your brand, your business and your bottom line.
1. Make it Relevant
This isn’t your diary or Facebook page. It’s not a grab-bag of things that you saw on the internet that you thought were interesting. This is your business’ blog. Make sure that your topics have a solid connection to your industry, services or products. You can even establish online expertise through a well organized archive of thoughtful, newsworthy and informative posts. The more comprehensive and helpful your blog topics can be, the better it will be for your readers, your SEO relevance and, ultimately, your bottom line.
2. Make it Timely
Nobody is going to be impressed by a news post about something that happened six months ago. Most avid online readers are not going to be impressed by a post about something that happened a two weeks ago. If you are committed to building your business, you will need to stay ahead of the information curve, too. Susbscribe to some other industry-related blogs. If your competition has a blog, subscribe to it! Information is power. The more powerful your blog is, the better it will boost your business.
3. Make it Regular
You don’t have to blog every day. If you do, that’s fine but please don’t add me to your mailing list. ;) Building tons of relevant information into a masterful stockpile will definitely add to your SEO relevance and build your company image. A business blog sometimes benefits more, however, from more targeted blogs that are less frequent. The key is striking a good balance between regularity and content potency. The one thing you don’t want is to wait a month or two between posts. With such a turtle pace, you will accrue archives so slowly that the benefit to your company image and search engine rankings will be negligable and may even be detrimental.
4. Make it Pretty
When a blog has great information and writing, it’s a good read. But when a blog has this AND clear headers, descriptive images and a snappy headline, it’s a song. The view from your subcriber’s chair can make all the difference in how much time he will spend reading what you write, as well as total time spent on your site.
Here are a few keys to making a blog enjoyable to read:
- Take time to write a descriptive and interesting headline
- Use subheaders to separate your blog into coherent sections
- Use a different font for your headers – but keep it uniform
- Spice up your lists with relevant and matching icons or images.
- Try bullet lists, like this one. It’s nicer than reading a whole paragraph of this kind of stuff.
5. Make it Interesting
You may find every statistic and update within your company to be gripping but nobody will be as interested in your business as you are. Make sure that your business blogs are informative and useful to your readers. Don’t blog about the birthdays this month. Blog about new technology that impacts your field, a new product line or a new service or discount that you can offer to your readers.
The tone of your blog is also important, so be yourself. No potential customer wants to read a blog that sounds like a manual. Let your blog have a little bit of personality and people will want to read it.
6. Make it Readable
Your blog is the voice of your business. Make your business sound professional and your readers will believe that it is. Bad grammar, unclear sentences, and misused or misspelled words can cause serious damage to the way your readers perceive you, so always edit your blog at least twice. Make sure your content makes sense and that your ideas are arranged thoughtfully and with intention. Then when you think it’s perfect, edit it one more time. Every once in awhile you’ll be amazed that you missed that glaring error.
7. Make it Professional
So, let’s say you know your business could benefit from having its own blog and you decide to start one up but you know you’ve never been much of a writer. You own this business and you know that nobody knows more about it than you do but when it comes right down to it, you’re better at running a business than at writing compelling, informative and sales-building blogs. What do you do?
Hire a writer to blog for your business. Yes, it will be more expensive up front than you spending an extra three torturous hours every week to create a post. No, it will not immediately make your sales triple. Good writing is the key to good reading, which is essential to your success. A bad blog can actually hurt your business. So come on, help the economy, and increase your business; hire a blogger.