First it was websites, then e-newsletters, now blogs are the latest must-have e-tool for your business.
But what real use are they – and what should you actually say in them?
Why have a business blog?
Well, if you’re not blogging about your business, rest assured somebody else is. Recent figures collated by Universal McCann indicate that 184 million people worldwide have started a blog – and that 346 million read them. That’s a prolific medium, and an even bigger readership. Can you afford not to add your voice to the blogging community?
Also, if you want your website to have a better presence in an online search, a blog is immediately beneficial. Regularly updating your site with content – say, two to three times a week – can improve your search engine rankings, especially when the content contains words and phrases relevant to your business.
Where should you blog?
Joining an existing online community of bloggers can help to get you readers more quickly. Current community members are likely to keep an eye on new members and may become regular readers if you hook them early on. Popular platforms include Wordpress, Blogger, TypePad and blog.co.uk.
However, such blogs are more likely to be personal, using an individual voice and not that of the business brand. Plus, by not blogging on your own website, you are not utilising the advantage that adding regular content gives to your search engine rankings.
Remember, too, that if you’re blogging about your business, you need to make your identity and interest in the company crystal clear. The Consumer Protection from Unfair Trading Regulations 2008 expressly forbid the practice of not being who you claim to be when it comes to writing online reviews or blogs about your company – so no posing as a satisfied customer!
What should you blog?
Blogging is a more personal, less formal medium than most forms of business communication. You can talk directly to your audience on an ongoing basis, revealing more about your organisation, your brand and you – establishing yourself as an expert in your field.
Here are a few tips for successful business blogging:
1. Relevance. The subject of each post should tie in with your business in some way – and interest your audience. Examples include tips on your subjects of expertise; what transpired on an industry event you attended; insights into the working life of your business, etc.
2. Brand. Your personality should be heard in a blog, but temper it with an awareness of your company values and maintain a professional tone. Don’t say anything that your brand wouldn’t say. Remember: you’re speaking to the world.
3. Layout. How easy is it to read your blog on screen? How quickly can you scan it? Keep paragraphs short, include plenty of white space and use subheadings.
4. Categorisation. By categorising your posts and listing these categories in a sidebar menu on your blog you’ll make it easier for people to find out about topics that interest them – and stick around on your site.
5. Guest-blogging. If you think someone you know would have something to say to interest your readers, why not invite them to write a post on their subject of expertise on your blog? In return, they might get publicity for their business if they own one and a link through to their website.
6. Ghost-blogging. If writing’s not for you, or if you simply don’t have time to maintain a regular blog, why not get someone else to do it for you? By chatting regularly with you a professional writer will know enough to blog on your company’s behalf.
All Words offers ghost-blogging services to all types of businesses. To find out more, contact rowena@allwords.co.uk
