Business blogs tend to be a little dull. It’s not because they don’t have anything to say. Instead, it mainly has to do with how they approach the task of blogging in the first place. They will often view it a bit like homework – just something that they have to get through for the benefit of their audience – not something that provides real value in its own right.
Needless to say, this approach usually doesn’t get companies very far. Most brands struggle to turn their blogs into anything other than a slight bump for their SEO.
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So what’s the problem here? The issue is simply one of knowledge. If you want success in the blogging world, there are certain methods that you must adopt. These are fundamentally what separate successful firms from unsuccessful ones.
Make It Fun
Be honest with yourself: would you read your business blog? Chances are, probably not.
It’s all has to do with attitude. If you see your business blog as a chore, you’ll write like it is. You’ll use long words and complicated sentences, and the whole thing will feel a little dry. But if you make it fun, you’ll change the whole dynamic. And your customers will appreciate it.
The trick here is to adopt a particular “voice” and add a touch of humor to what you’re saying. Customers don’t always want something clinical and professional – they want blogs to connect with them personally and they want to be able to feel the character of the person writing them.
Making blogs fun is all about having fun yourself. If you’re enjoying yourself, chances are that your audience will too.
Write Book Lists
You don’t actually have to be an expert in your industry to come across as an authority. Instead, you can become a master curator – someone who collects all of the best information from across the internet and distills it into a single post.
While this idea might sound basic, it is actually among the most powerful ways to build expertise. Relatively few business blogs do it at the moment, meaning that you might be able to corner the market in your segment.
Booklists are a great idea in this respect. You can find ten books related to your sector and then tell your audience why you think they’re worth their time. They may then click the titles and get forwarded pages to buy them. If you’re smart, you might even be able to earn an affiliate commission.
Create Curated Lists
On a similar theme, you might also consider simply creating curated lists.
Curated lists are a lot of fun. All you do is import quotes, images, and videos and then credit the original owners. Before you use anyone else’s intellectual property, be sure to ask the owner first.
Don’t Use The Word “Blog“
While the word “blog” was popular in the early 2000s, today it seems a little out of date, particularly in the business context. If you run a successful brand, you’ll want to focus on other words, such as “resources,” “news,” or “tips.” Just putting a blog category at the top of your website on the menu bar probably won’t attract audiences.
Create An Editorial Calendar
If you don’t have an editorial calendar for your business blog just yet, then create one. It is a very important tool in your arsenal. Once you have an editorial calendar in place, you can release blogs in tandem with your marketing campaigns.
Get Some Help
Okay, so you’re not a genius marketer. That’s okay. In today’s economy, you don’t have to be to build a killer business blog. There are plenty of people out there willing to help you make it happen.
Find a digital marketing agency that you like and explore options with them. Ask them if they have any writers of their own or whether they’d be willing to edit your posts to make them more appealing to your target audience.
Or use one of the shared economy platforms where you can hire freelance writers, editors, illustrators, and more.
Make Your Titles Snazzy
But how do you make your titles more alluring? There are actually several approaches you can use.
Here are some ideas:
- Ask questions that get your audience thinking
- Choose topics that naturally arouse interest
- Use power words that will whet users' appetite
- Create more list posts
- Prioritize offering tips and advice, instead of narrative
Check out a free headline analyzer to make sure it is catchy!
Include More Media
You can write blogs that are plain text and gain some traction that way. But most people prefer to consume the written word alongside images and videos. People need visual “whitespace” to give their eyes a break from text and short paragraphs and a good photo accomplishes this.
Embedding images and videos into your posts is actually easier than ever before. You can use images in the commons as much as you like and you don’t have to pay for them. If you want something more specific, you can use stock photos for a small fee.
Make It Punchy
You also want to make sure that the post itself is punchy. Don’t beat about the bush. Instead, make your points immediately and with conviction. Very few people reading your posts will want to make their way through an annoying preamble that doesn't have anything to do with the original question they wanted answered.
Promote Your Blogs On Social Media
If you have good SEO, then you might be able to get a decent blog readership directly via Google search. However, for most companies, you need more. Instead, the best place to grab customers’ attention is on social media.
Remember, when users are on social media, they are often in the mood to consume content. They’re not necessarily looking to buy – just amuse themselves with interesting content. If you can scratch this itch, you could become tremendously successful.
Transforming your business blog will take some (often considerable) effort. However, if you can make a handful of the changes outlined above, you will be much more likely to achieve success. With these ideas, you can quickly start to turn things around and build a business blog and community that people seek out.
How about you? Have any additional tips that will help businesses transform their blah blogs to rocking resources? So share!
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