Recently, I attended a Blogging for Business course, run by Base Creative. It taught me 5 things that can help get your company blog seen by the people you want to read it:
- Write in the first person – it's more conversational and helps develop a relationship between the reader and author.
- Show readers what you know – write about what you specialise in and give away a bit of valuable information for free. Don't worry about losing business this way. People don't have time to do what you can as well as you do it. Instead it will confirm to readers of your company blog that you're knowledgeable and capable about what you do.
- Update regularly – give readers a reason to come back by having regular instalments. Even if you only have 10 minutes to write your business blog, 2 paragraphs can be just as powerful as an essay-length article.
- Link to other bloggers – blogs won't survive in a vacuum. As digital marketer Econsultancy says, links help get your Google rating up. Scour the internet and look for similar posts and comments - this leaves a trail back to you and, hopefully, others will repay the favour and link back when they can.
- Market your blog – the ultimate goal of business blogging is to draw traffic, or potential clients, to your blog - so indulge in a spot of blog marketing. Put the URL at the foot of your emails or on business cards. Also, make sure other bloggers can find you by submitting your blog to Technorati, where a host of fellow bloggers searching for information are looking for you.
From my experience of writing for the web, I'd add 3 more points to this checklist:
- always remember the business result you want to achieve - by defining your objective you may decide you don't actually need a business blog. Once you know why you're writing your blog, you can tailor your articles to meet your goals
- choose your audience - are you writing for your peers, your customers or your friends? All are valid, but you need to decide
- remember you are still writing for the web - big chunks of text and single-word links are no easier to read on a blog than they are on a normal page