How to Write a Business Blog that Boosts Your Brand and Gets You Noticed
Also remember to keep your blog current. Most blogs are organized reverse-chronologically for a reason — it’s so you can’t miss the latest post. Being erratic with your blog gives your customers the impression that your company is unreliable.
The Key Features of a Good Business Blog:
- Relevance: It is crucial to post articles that are relevant for your given industry or business. If you are going to be a primary source of information for your readers in your industry or niche, then you will need to keep up to date with developments and be prepared to give your opinion on them. This adds value for your readers and builds their trust and confidence in what you have to say. Examples include showcasing upcoming tourism events for a hospitality business, advances in technology for a software-based business, or explanations of new legislation or industry changes in the infrastructure business. Use your knowledge to become an expert on your chosen topic.
- Responsivity: Your readers will soon start communicating with you directly. It is important to respond quickly. Treat every response with the respect it deserves, ensure follow-up action where relevant, and research the facts that are not at your fingertips already.
- Clarity: Time is precious, so ensuring your reader can extract the relevant data quickly and easily is the key to success. Be sure to write in a way that is clear and concise – no one wants to wade through pages and pages of text, and such pages have a high bounce rate. Facilitate navigation by having subheadings and subsections to help divide up the article and help someone read the section they are most interested in.
- Regularity: A website that is out of date doesn't present a good image of your company and this is especially apparent with a blog, as untouched ones are very obvious. Some simple advice would be to try not to burn out too quickly – don’t exhaust all your topics within the first month of existence by posting frantically. Making lists of planned topics and splitting them up into more detailed separate posts is a useful way to ensure consistent, regular quality content.
- Visibility: Blogs, like any other part of your website, should be written and structured in a way that is search engine friendly. Your blog posts should be filled with industry-relevant keywords, which should bring you traffic and visibility through search engines.
- Accuracy: Blogs are an important contact point with customers, so just as you would be unhappy to put poorly written text with errors and inaccuracies on any company literature, set similar standards for your posts. Spelling and grammar are often overlooked, but well researched and presented information and arguments are the backbone of your blog’s success. It is no surprise that the most visited blogs are the most insightful, useful or entertaining reads around!