10 Ways to Make your Business Blog Compelling (Part 1)
Most businesses who are internet marketing savvy are already aware of the almost essential nature of the business blog. But how can you really make a business blog appealing reading to your potential customers and keep them coming back?
Don’t make it ALL company news
Of course the point of a business blog is to convey news and information about your company to your potential customers and to the public in general. But you can’t really define ‘compelling reading’ as a list of posts about new staff and a brand new shiny water dispenser. Stretch out beyond the boundaries of your company and blog on industry wide news. Find quirky stories or stories relating to your industry and share your opinion on them. Mix it up enough so that your readers cannot predict every single day exactly what you’re going to be blogging on.
Don’t wander too far from topic
I know I just said to venture beyond your company news, and yes, this is great! But don’t venture too far. Your posts should be in some way related to the company or the industry in which the company operates in order to be relevant. If you manufacture car parts, why would you blog about fishing? The people who will follow your blog will do so because they are interested in car parts, not angling!
This doesn’t have to be daily, but at the very least it should be once every two weeks, preferably once weekly. Nobody will subscribe to a blog that is never updated. What’s the point? And only updating monthly or even less means that what you are describing as ‘news’ in your latest blog post is actually months old and is not news at all. It makes you come across out of touch.
Don’t make it overly formal
Of course it has to be professional, but writing in lingo that could have been used in the law books can really alienate a lot of people. Give it a more conversational tone as this is much easier reading. As most people read blogs leisurely, you need to appeal to that.
The human touch
You may be tempted to just have a “anyone can post,” approach to allow anyone within your business, or a certain department to be able to update the blog. While this does distribute the work more efficiently, it will be of detriment to the blog. A blog needs a voice, a personable and human voice. If ten different people are posting, there will be no consistency and your readers will not have the opportunity to feel as though they’re “getting to know,” the blogger which in turn encourages them to return.
[Part 2 can be found here]