We’ve recently blogged about why your business needs a blog (and yes, it does!) but not just any blog will do. If you want one that drives business to your website, that helps to get your brand out there, or the sales in, you need a business blog that rocks.
Five ways to write a great business blog
1. Title your posts right
There’s a lot of online content out there. Make sure the post title is clear and concise, telling the reader exactly what your post is all about. This will make it easier to find in an online search and also prevent the disappointment that goes along with reading a blog that doesn’t actually offer what you’re looking for. Having said that, if you can give the title a fun twist that makes it stand out from the crowd and appeal to your ideal customer, why not?
2. Stop selling, start educating
Marketing is not about pure advertising. It’s so much more than that. Inbound marketing, for example, relies on content to draw potential customers in. A pure sales message won’t do that unless your customer is looking for exactly what you’re selling at the time they’re reading your blog. Focus on teaching potential customers how to do something or giving them interesting, relevant insights into a topic of interest. Great content can do much more to help build your brand’s reputation and encourage customer loyalty than a hard sell.
3. Plan your content
To work well, business blogs need to appear on a regular basis such as fortnightly or once a month. If you are struggling with what to write about every month, take time to plan it out. Depending on your industry, you might have a series of ‘how-to’ posts or a few explaining key terms and trends in your industry. What about a monthly round-up of current industry and business news?
4. Embrace your voice
Bland, clinical writing that uses specialist terminology isn’t going to work for every business or every blog. It’s time to think about your business’ brand voice and personality. And write like it. While poor grammar and shoddy arguments are definitely a no-no, there’s no reason why you can’t have a little fun with the content or add some sparkle to your prose. Think about who you’re writing for – how would you speak to them? Speak to your ideal audience in their language (as they would talk) and you’re more likely to keep them engaged.
5. Share and share again
A blog post doesn’t have to be a once-off thing. Include links within the post to other posts you’ve written or have referenced. Once posted, share the post to your social media pages and with your fans or friends. This can help the post to live on beyond your website and attract new customers and followers. And make it easy for others to like and share the post as well – include social media icons – as this will help to drive traffic to your website.
Done right, a business blog is a simple, cost-effective way to market your business. It can help you build a reputation and reach new audiences. Want a business blog but don’t have the time or skills to develop and manage it properly? We can help! With our team of marketing experts on the job, your business blog will be up and running in no time.