Business blogging can be tricky – your writing has to be professional, yet casual; informative, but not cut into the products/services you are selling, and (most importantly) open.

However, the work you put into it is extremely beneficial when it comes to your company’s branding, giving the world an insight into what’s behind the scenes. On top of that, writing a blog can grow your business as you position your company as a thought leader in its industry.

It’s important to realise that While writing a blog can help your business, but can also end up being a big waste of time if no one reads your writing.

Here are a few things to keep in mind when writing a business blog:

·         Tone. Your blog should be written in a different tone to your website, as its biggest strength is establishing dialogue with readers. In order to best engage with readers, your writing needs to have style, personality and knowledge behind it. Write like a person, not a professor. Also, keep posts short and to-the-point, especially if your target audience is time-poor.

·         Audience. Who are you writing for? It is impossible to write for everyone, so make sure you write for a specific audience. Think about their demographic: size of their company, industry type, seniority, region and so on. Establish the bandwidth of people your blog is targeted at and the challenges they may face.

·         Frequent posting. Posting a blog a few times a week is extremely beneficial as readers return more often, knowing they will find new posts. It will also benefit your search engine optimisation (SEO) and Google rankings.

·         Subject. Company blogs are not about the hard sell – just concentrating on the business become dull very quickly. Company news is important, but make it relatable to the reader. Don’t be afraid to talk about the good and the bad; the achievements and challenges. If there is a newsworthy topic in the industry, exploit the buzz, seize the day and strike while the iron is hot by posting a blog with your thoughts on it.

·         People. If you have a team backing you, make sure they post blogs as well. It gives your blog different voices and perspective, adding to the richness of its quality. Also, write about people if you can, and definitely mention their names. Most big identities and businesses have Google alerts set up – by writing about them, you’ll get on their radar. Of course, it’s important to exercise caution and be mindful of what you say.

·         Popularity. After you get the ball rolling on your blog, analyse its traffic to see which blogs are popular among your readers. Is there a particular topic that leads to a spike of hits on the blog? Listen to your audience to see what works and what doesn’t.

Good luck with your blogs – please feel free to comment and share a link to your writing as well!

- Eliza Sum


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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

1 comment

  • Paul Sanders
    Paul Sanders
    26/01/13

    Great post, Mellissah! You really do need to know your audience. I've helped so many clients build up their tired blogs, and talking to the wrong audience is almost always the main problem. A lot of people view a business blog as an expanded newsroom, and that's totally wrong. You need to craft content for the niche that drives the qualified traffic you want, and it's too easy to miss the mark by just winging it.

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