5 Tips for Successful Business Blogs

5 Tips for Successful Business Blogs

Of course your business website has a blog. Whose doesn’t? Everyone knows that content marketing is a thing now, and if you aren’t doing it, no one will find your website. Unfortunately, just throwing 500-1000 words up there every week is not getting the results you wanted.

I had a client several years ago who was just getting in on the recent wave of reviving old websites to make them relevant again. His firm had a 20 year old website they had not changed in years. With the redesign, I suggested a regular blog features. The managing partner gave me that deer-in-headlights look.

This was a group of professionals who were accustomed to writing reports of various types. I never imagined it would be difficult for them to write a weekly blog. When I saw the first drafts. I understood we had a problem.

These guys (almost all men) were trained to write for their work, but no one ever gave them tips for blog writing… until I came along. After my training session, they had no trouble creating appropriate material for the blog on their website.

Here are some of the tips I gave them:

Make it relevant
Customers and potential customers visit your website because they are interested in your products and services. What they expect to find on your site is information related to what you sell. If you disappoint those website visitors, they may not come back.

Everything on your website should connect back to your industry. Your main purpose for writing a blog may be to beef up the content on your website, but remember there are actual people reading it. Writing for writing’s sake is not acceptable.

Pick a theme for each one of your blogs to give it purpose and keep the reader interested. Decide which one of your products or services to focus on to keep your blogs relevant to your audience. You don’t have to write about the product itself, but use it to develop a broader theme for your writing.

Mix it up
Your goal is to add new blog posts each week, but that doesn’t mean it is okay to be repetitive. Even if your company sells just one product, you can develop interesting unique content for your blog each week.

There are several different types of blogs you can write about your business and the products and services you offer. Some will specifically discuss products and services, like announcing new launches and giving in-depth details about the features and quality of your products. Other blogs may talk about what your company is doing in the industry or the community.

Every blog cannot be five tips for your customers. Although these lists are popular, you have to mix in some “How To” topics and others. Try case studies, profiles, reviews and critiques, instructions, inspirationals and comparisons.

Make it easy to read
Your readers are busy professionals like you. (Aren’t we all?) Make your blogs easy for them to read, and they are more likely to spend an extra minute or two on your website. Remember, the longer a visitor remains on your website, the more likely he or she is to make a purchase or contact you for further information.

Elements that make a blog easy to read include short sentences, sub headings and bullet lists. Long paragraph of text are arduous to read because they are not scannable. Break up all the text with pull-out quotes that summarize your main points.

Speak to your readers
There are different styles of writing that are appropriate in various situations. You may be adept at a style of technical report writing for your clients that you learned in engineering school. Attorneys learn to write well-documented briefs for court, but this style is not well suited to your business blog.

The readers of your business blog are looking for an informal, conversational tone. They expect you to use some technical jargon to demonstrate credibility in your field, but they will not use a dictionary while reading your blog. Keep the business-speak to a minimum, and use your blog to explain and define concepts that are important to your industry.

Keeping it informal means addressing the reader directly as “you” and referring to yourself and your company in the first person as “I” and “we”. Your blog is a chance for your to connect with your customers individually on a personal level. They get to see the people behind the brand.

Write it right
Yes, punctuation matters. You thought when you got out of high school that no one would ever critique your grammar or punctuation again. Think again. Your blog readers may not mark your writing up with a red pen, but they care about the mechanics of your text.

The primary purpose of standard spelling and punctuation rules is for understanding. People are used to reading American English grammar on business websites. We are accustomed to the flow of text that follows the rules.

Misspellings and poorly punctuated writing is difficult to read. When your readers begin to stumble on your writing, they will give up and move onto another website, maybe your competitors.

Any business can employ these tips to create interesting and engaging blog content. Adding well-written, relevant content to your website through your blog will enhance your visibility in search results and improve your web traffic.

You don’t need professionally written blog content on your website to maintain your customer base and increase sales. Use these tips to consistently create professional quality blogs for your website…or check out my blog service.

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