Business Blogs: Do’s & Don’ts

Your business blog is more than just a sidekick, it’s a priority.

Remember the days when your blogs used to be your virtual diary? A place where we could rant our innermost thoughts with zero regard? Unfortunately, those simple days are long gone.

Blogs today are not only about personal expression; They are also highly effective marketing tools which provide a wealth of information in an informal voice. But beyond content, business blogging is essential, as it brings about a whole host of benefits, from improving search rankings and traffic to actual lead generation.

However, it would be unwise to see blogging as merely a means to an end. Like most tools, blogs also require skill and attention in order to ensure the desired results; Take note of these do’s and don’ts, and keep your budding business blog on the right track.

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Do:
1) Know what you are writing

Your blog is a reflection and testimonial to your brand’s standards and capabilities. Like a customer service hotline, they are also an extension of a brand’s service offerings, providing readers value with useful content. Just as any marketer is able to communicate confidently about their product inside out, the very same authority should be present in your blogs. That includes writing content related to your brand’s niche, imparting opinions and solutions, or providing insightful data.

Especially with branded blogs, what’s expected is not only posting relevant content, but also novel, exclusive information that readers can’t find anywhere else. After all, people read blogs to seek more information. And if your blog content covers what they easily know, it won’t make a convincing statement about the quality of your brand against other competitors.

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2) Plan and brainstorm

Good, well formulated content ideas don’t come readily, nor are they easily written in a pinch. A fatal mistake for many working with blogs is that they see it as just a chore in a wider scheme of marketing errands that require no further planning. However, sitting down and embarking on a task with no apparent objective in sight is as inefficient as it is ineffective; You would be wasting more time trying to get over that dreaded writer’s block, leading to sub-par content.

Setting up a content schedule and spending time to brainstorm for ideas and structure beforehand is crucial in creating impactful blog posts. Not only does planning ahead clear your head from worrying about what to write and settling for less, it also leaves you with more time for analysing and perfecting your content. So, when it comes to crunch time, all that’s left is simply putting meat to the solid skeleton – making writing a breeze.

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3) Seek consistency with your brand

Likewise, the tone of your blog posts has to illustrate the particular personality or image your brand wants to portray to its audiences. If your branding strategy revolves around looking professional and formal, a blog post tinged with dirty humour might throw readers off. Entertaining perhaps, but not telling of what your brand is actually preaching.

The same goes for your blog aesthetic; keeping web layouts consistent with your main website is a good way to start. Also keep in mind the graphics, colour scheme or images that you use – are they appropriate or in line with what your brand is aiming for?

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Don’t:
1) Write for yourself

Granted, personal identity plays a big part in differentiating blogs – a testament to the many individual bloggers who made their mark due to their unique styles. But a business blog isn’t a sideline hobby, it is a function that serves a concrete purpose – to communicate and engage with consumers about things related to your brand.

Therefore, what you write is not just for your own viewing pleasure; it has to be accountable for the types of people you are looking to reach out. Keep in mind the audiences you are targeting, what types of blog content (video, images, infographics, text?) or what format (news-style, listicles, statistical?) might connect to them the best. Avoid going into the deep end with private jargon, or prattling at length about personal issues. Instead, take on a conversational tone by including questions, seeking viewpoints within the copy, putting readers at ease.

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2) Attempt to cover everything

The possibilities are endless in a blog – like a blank slate, you have almost free rein to create and publish anything you like. It might be tempting to cover as many topics as possible in an effort to cast a wider audience net, but do so at the expense of your resources. You would be surprised to find the depth of sub-topics existing within a broad subject, say content marketing – And that’s not including the different angles or spins you can work on over time.

One crucial factor that sets successful blogs from others is their ability to carve out an individual voice on a particular area; They set out first to become masters at a particular field, rather than a jack of all trades. If your business blog is merely touching on all sorts of topics left and right, you won’t have time to dig deeper for more valuable insights.  And shallow variety alone won’t be compelling enough to keep your reader’s interest, nor give them a clearer understanding of what exactly you do.

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3) Lose Patience

In summary, Rome wasn’t built in a day, and the same applies for your business blog too; Don’t lose hope or give up even when the first few posts aren’t getting any results. As we have covered, it takes time and consistent effort in planning your blog’s style, content mix and direction in order to set the gears in motion. Even then, it might take months, or even years of consistent content building and promotion to reap its benefits.

Brand blogs are definitely long-term investments to make that are well worth the wait. When done right, its ability to transform into an authority in its chosen niche may outweigh those of even traditional publications, bringing unprecedented exposure and increased reputation to its associated brand. Take for example HubSpot and Buffer, whose comprehensive blogs have become an indispensable resource for marketers, and have made their parent businesses bywords in the field as well.

Written by: (www.script.com.sg) 

Edited & Illustrated by: Script Consultants Pte Ltd

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