Dos and Don’ts of Business Blogging

stock-illustration-26308096-education-and-school-and-education-speech-bubble-black-whiteThinking about starting a blog for your company?  Well, there are copious amounts of statistics out there that illustrate how beneficial blogging can be for your business marketing strategy.  For example, did you know. . . ?

  • B2B marketers that use blogs receive 67% more leads than those that do not.
  • Companies who blog receive 97% more links to their website.
  • Blogs give websites 434% more indexed pages and 97% more indexed links.
  • Blogs on company sites result in 55% more visitors.(Source: Hubspot)

While these stats are impressive and show how the pay off can be high for business blogging, it is important to realize that there are some basic rules to follow if you want your blog to create interest and ultimately convert readers into consumers of your brand.  A blog, or web log, can personalize, inform, and create interest in your company, service or product.  Let’s look at some critical Dos and Don’ts to get you started on blogging.

DO –

  1. Get Organized – Before you begin writing, formulate a list of topics that may be of interest to your readers.  Would they want to know more about your field?  Do they need “How to”  blogs?  Are they looking for professional opinions that your leadership could provide?  What angle are you hoping to take with your blog? Create a list of topics and plan them out on a blog calendar.  Whether you decide to blog once a week or once a day, keeping it consistent is important to not only the search engines who will register your increased activity but also to the readers who will come to expect information at certain times.
  2. Find a Voice – There really is nothing worse than reading a blog that sounds like wikipedia!  Be yourself and talk to the audience as if they are right  there with you.  This is a chance to show off what you know and your company’s personality all at the same time.  While your topics may draw in readers, your personality will keep them coming back!
  3. Titles, Headlines and Leads– These three things are extremely important.  Capture the audience’s attention right off the bat with a catchy opening line, statistic or relate-able story.  If they are not interested after the opening, they may not continue to read.
  4. Images – Always include some sort of image that relates to your topic.  Preferably use custom images that can highlight your company but if need be there are some great free images sites out there that can help you put a picture to the words.  (Top Sites to Find Free Images)
  5. Link to Social Media – Link or post a link to your blog on social media to encourage viewers to find your writing.

 

DON’T. . . .

  1. Offend or alienate any group– While it is okay to take a stance on issue that impacts your field of business, it is not a good idea to make statements that may turn off your viewers.
  2. Count Words – While search engines recognize meatier text over 500 words, shorter blogs that get to the point are fine as well and may be what your readers need.  On the flip side, if you have something to say and realize it may take more words, do it.
  3. Forget to edit – Mistakes are inevitable and the internet is filled with bad grammar and spelling errors, but try to edit your blog posts carefully to send a positive image of your company.

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