In the early days, blogs were simply personal journals, where an aspiring writer would share their innermost thoughts with whoever might happen to stumble across their site. Today, a new blog is created every single second and itâ€™s no longer just for personal use.
Business blogging is becoming increasingly popular. Previously skeptical business owners and marketers are seeing the benefits of using this interface to communicate with potential clients and to network as well. And indeed its benefits are numerous, but only if itâ€™s done right. So just how can you make blogging work for your business?
If you only update your blog once a year, nobody is going to subscribe. Your blog should be updated frequently, ideally a minimum of once a week, in order to keep people interested.
Write on Interesting Topics
Yes, itâ€™s a blog for your business. But that does not mean that every single post has to be directly related to your company. How many people would particularly care to read about how you replaced your cleaner this week? Or how you placed a stationary order? There are limited amounts of company news that you will come across and while major developments should always feature on your blog, try to mix it up a bit. If your company is an online marketing company, for example, write about developments in online marketing in general. Discuss social media platforms and the news relating to the industry as a whole. Write around your industry and not just your topic.
Give it the Human Touch
One of the biggest benefits of a blog for businesses is that it creates a more personal means of communication between the business and the consumer. It makes the business seem far more approachable. But an overly formal blog may alienate clients. It should be personable and be clearly written by a human. Itâ€™s often better to nominate just one or two people to update the blog, to give your readership a chance to familiarise themselves with your writer(s) and their styles, thus giving them an opportunity, to some extent, to get to know them. If someone different updates the blog every single day, then thereâ€™s not consistency and no real chance for your readers to form a â€˜relationshipâ€™ of sorts with the writer.
Keep it Simple
Donâ€™t over complicate your blog posts. If your blog is there as a means of communicating with and informing consumers and potential consumers about your company and what you do, then these are the people you should bear in mind while writing it. Nobody particularly cares to spend an hour translating a blog post from dictionary speak to plain English. So write in plain English to start with. Thereâ€™s no need for overcomplicated language.
Whatâ€™s in it for your readers?
This is a question you should ask yourself before you post anything youâ€™ve written. The Internet is full of blogs. Why would someone read yours? A good business blog has masses of potential for companies of all sizes. But blogs done badly can actually have a detrimental effect, so the importance of getting it right cannot be underestimated.
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