Writing a business blog is an excellent way to build a positive online reputation. At ReputationDefender, we recommend blogging as a keystone strategy for all our business clients. Blog posts offer valuable information on issues related to your brand and let customers know why they should invest in your services. In addition to this, they help to build traffic to the company’s other pages, directing potential customers back to the official website and acting as fresh material to share across social media profiles.
How to Write an Effective Business Blog
So, how does one actually go about creating a business blog? What is the difference between this type of publication and a personal journal? What are the pitfalls to be avoided and how do you generate genuine readership?
Here are 6 tips that will help to answer these and other questions:
- Brainstorm a List of Topics – Deciding what to write about can sometimes be the biggest challenge. Readers will be more interested if they feel you are invested personally, but at the same time it’s important to maintain a level of professionalism and stay focused on topics that are relevant to the industry. Write a list of questions about the company: What does it do? How did it start? What challenges do staff face on a typical day? What are your goals for the future? The answers to these questions will start to uncover a wealth of business-related blog topics.
- Plan the Blog – Once you generate a list of possibilities, plan the first few months of posts in a way that will makes sense to readers. Include at least one company origin story that offers a window into your (or the founder’s) inspiration. A behind the scenes look at how staff serve customers on a daily basis is also helpful. From there, move on to more technical posts that focus on industry trends or specific products. If there are any special company events coming up, plan to cover them with a blog post. Stick to a regular update schedule, whether it’s daily, weekly, or monthly, so readers know when to look for new content.
- Choose the Style – A business blog should let customers get to know you on a personal level, while at the same time remaining formal enough to generate a sense of professional authority in your field. The exact style depends on your personality, the company’s overall vibe and the type of reader you want to attract. It’s fine to employ one or several ghost writers who are able to match the style and tone you want, but make sure you personally double checks posts to avoid publishing mistakes that could cause reputation damage.
- Create a Formula that Works – Not every blog post needs to look the same, but it helps to stick with a general formula so readers know what to expect. This will also make it easier and quicker to write the posts. Draw readers in with an engaging story. Lay-out the problem as well as how your company can fix it. Add a Call to Action sending customers to the page you want, whether it’s the company’s website or a special offer page. Add interesting details so customers don’t feel like the post is just an advertising gimmick. Numbered lists or bullet-points help to format content in a way that is easy to follow and has been proven to boost traffic.
- Vary Post Length – Anywhere from 300-2,000 words can be an effective length for business blogging. Different readers will be attracted to different types of content, so it’s a good idea to vary length, but most typical posts should be between 500 and 750 words. Interesting content is more important than length.
- Use Click Generating Titles – A viral headline is what will get a blog post to rank where customers will see it. Using a numbered list is one of the best ways to attract readers. Directly addressing the reader and offering a concrete promise (such as ‘how to improve your blogging ability’) has also been shown to be effective. Beyond this, using emotion-generating superlatives, like ‘amazing’, ‘inspiring’ or ‘unique’, helps to attract the reader’s attention. Don’t resort to click-baiting, since this won’t attract long-term readers and may even end up hurting the company’s reputation. Make sure the content follows through on the headline’s promise.
Even the most interesting, well-written, relatable content won’t attract readers by itself, so it’s important to promote the blog once it’s written. Run a marketing campaign across all channels including the website, social media profiles, email signature and physical location if there is one. Promote the blog at all events so it really becomes part of the company’s personae. Once you generate a regular readership, posts will rank higher and they will be seen by more people. Popular posts can generate traffic over an extended period of time, so it’s well worth the initial effort to get the ball rolling.