Blogging is an important component of many companies marketing mix. Written content helps inform your audience about how your company’s products or services can make their lives better. In fact, companies that blog generate 126% more leads than companies that don’t blog!
Whether you’re just starting your company’s blogging adventure, or your social media strategy includes this tool, you may have questions about how exactly to write a blog. One of the most common questions about business blogging is how personal your blog should be… it all depends on your audience.
Know Your Audience
Before you can learn how to write a business blog effectively, you must know the interests of your audience. Personal information should only be included in your blog if it will be relevant. For instance, if your audience wants to learn about purchasing a used car, personal blog content might be irrelevant. It may be helpful to include information that speaks to your experience with used cars, but even that probably shouldn’t take up an entire post. An “About Me” page on your website would be a more appropriate place for personal information. Conversely, if your company provides a highly personal service like life coaching, your personal success stories may indeed be relevant to your audience and their journey towards self-improvement. For another real world example, take us: Can-Do Ideas. As a content marketing firm, we tend to mix the personal with the informative, and strive to strike a delicate balance between the two (how are we doing, eh?)
Attract an Audience
Great writing is useless if your target audience doesn’t read it. A catchy title is crucial if you hope to encourage your audience to start reading. Titles should clearly communicate the subject of the blog post in an engaging way. There are many blog types and one of the most popular is the List-style blog. They are effective because they let readers know exactly what they will get from reading the piece. For example, “5 Facts About Car Buying” or “6 Steps to a Happier You.” If you’ve decided that some personal content may appeal to your audience, you can use your title to demonstrate that your personal story is universally relevant. For instance, “Life Lessons On Growing a Business” would seem more universal than something like “The Story of My Success”.
Engaging, Impactful Content
Most people read blog articles to quickly learn more about a subject, so high impact content is vital. Start your posts with a brief, intriguing introduction that summarizes the topic and use subheadings to break up your text. Make sure each subheading provides a distinct, concise point that relates to your topic and title. In the previous example of “Life Lessons On Growing a Business”, you wouldn’t want to include an irrelevant subheading about where you went to college. Also, strive to provide content that is informative and interesting. People don’t want to read the same old tired information about the topic. Make it fun and unique to your company.
Editing and Accuracy
Readers notice when blog content is full of errors, so pay close attention to issues of editing and clarity. Online software or the fresh eyes of a colleague can help you spot typos. Although there is no one right way to format a blog, it is important to be consistent with things like numbering and capitalization throughout posts. Make sure your content is factually accurate and unbiased. Readers will not be happy if they feel you have lied to them or tried to trick them. Of course, if you make a mistake in your writing, taking steps to correct the issue can demonstrate to readers that honesty is important to your company. Content that is free from errors and factually accurate will make you look much more knowledgeable to your discerning audience.
Successful blogging requires practice and dedication, but it can be a fantastic way to communicate engaging information to your audience. Providing content that is relevant, intriguing, informative, and accurate will help your customers see why your company stands out.
Can-Do Ideas is a Digital Marketing agency specializing in Inbound Marketing and Inbound Sales. We are located in New York City and Connecticut.