The Benefits of Creating a Blog for Your Business (Part 2)

by Garrett Spence
5/6/2014 6:13:17 PM

Part One of this two-part series

Blogging Best Practices: How to Get the Most Out of Your Blog

Blogs are designed to reflect individual company culture and the overall marketing strategy, so not every blog is going to be the same even within the same industries. A company blog must have its own voice and tone. Yet, there are some overall best practices that can help businesses create a successful blog no matter in what industry they operate.

Blogging Best Practices

  • Focus on the target audience: A company blog must speak to the people that will most be interested in their products or services. Do research, and determine what most interests this audience. Don’t just assume; research the target audience’s needs and wants. Assumptions may be outdated, and research will confirm or quickly rule out topics.
  • Don’t always go for the quick sale: Use the blog for launch announcements or special offers, but not solely for this purpose. Thought leadership content which targets the top and middle of the funnel should also be included. Don’t limit the blog to one industry, i.e. the company’s industry. Some content about other industries may appeal to the audience.

  • Don’t write “above” the audience: Jargon is easy for people in the industry to understand, but might be very difficult for the target audience to easily grasp. Always write to the intended audience, not above them. If necessary, let someone outside of the industry read and few posts and see if they get the intended meaning.

  • Be Controversial: The goal of the blog is to build a brand, and sometimes that means taking a stand on topics – or being controversial. Put out an opinion, and challenge readers to share their own thoughts on topics, especially timely news or gossip. Try to start conversations with the audience to get them engaged. Ask questions, and invite readers to respond on the blog itself or on social networks.

  • SEO isn’t dead, but it also shouldn’t be the blog’s only focus: SEO isn’t dead, but it also shouldn’t be the blog’s only focus: SEO-based topics (with emphasis on main keywords) help improve SERPs. But they shouldn’t be the only topic. Always have a mix of SEO-based, opinion, news-related, etc. topics to keep the audience interested.

  • Make the text easy to read: No one likes reading a large block of text. Break up the content with headings, bullets, photos, short paragraphs, etc. to help readers navigate the page.

  • Have a personality: A company blog might sometimes cover the same topics as many other bloggers. Try to cut through the clutter by having a unique personality. Be opinionated, or have an opposite personality to the mainstream. Or just be the “techie guy” with a fresh take on the news of the day. Whatever the company personality, let it shine through. Share personal experiences and knowledge, and let the company voice be the blog centerpiece.

  • Respond to feedback – whether positive or negative: The goal of a blog is to have a conversation with readers. That conversation may result in positive or negative feedback. Acknowledge and thank the positive, and use the negative as a way to turn a disgruntled customer into a customer for life. Most customers only want to be heard. Listen to their grievances, and try to correct the problem.

  • Always edit the posts before publishing to your blog: Poorly written and badly edited blogs are hard to read, and viewers will tend to quit part of the way through. Worse yet, the blog will lack credibility if it doesn’t come across as professional.

Blogging isn’t something to fear, but businesses do need to follow best practices and avoid common pitfalls to be successful. They also have to commit to keeping the blog updated with fresh content.

Additional Resources to Help Grow your Small Business

White Paper

How Mail Services Help Entrepreneurs Succeed

In today's mobile economy, digital entrepreneurs often work from varying locations. While this can help save money and increase agility, it comes with one big drawback:

Read More >
White Paper

Virtual Assistants Provide a Competitive Edge

Countless small business owners rely on remote assistants or offsite receptionists to help with critical organizational duties. While some are content to offload simple tasks to self-employed, stay-at-home support people, others demand more comprehensive services...NULL

Read More >
White Paper

Virtual Assistants & Remote Assistants: A Comparison

While the traditional virtual assistant is likely to work from home, an executive-level virtual assistant is part of a greater brick-and-mortar presence. This fundamental difference opens the door for extensive training opportunities that broaden the professional's support capabilities.

Read More >
White Paper

Overview of Virtual Offices, Executive Suites and Co-Working Spaces

Work has changed. In an age of instant communication, cloud-based applications, and workplace versatility, the era of the traditional office culture has come to an end. Providers of virtual offices, executive suites and co-working spaces have effectively liberated the nation’s work culture, adding dynamic and energizing new choices...

Read More >
White Paper

Part 1 of 4: Introducing the SBA

For entrepreneurs and small business owners, navigating the tricky terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a major challenge. Fortunately, American entrepreneurs and operators have access to one of the most effective resources in the worldwide market...

Read More >
White Paper

Part 2 of 4: Starting a Small Business

Navigating the complex terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a challenge for entrepreneurs and small business owners. Fortunately, American entrepreneurs have access to one of the most effective resources in the world via the Small Business Administration (SBA).
... Click to read more

Read More >
White Paper

Part 3 of 4: Managing a Small Business

Congratulations! You have gotten your small business up and running. Now what? This part of our four-part series on leveraging the Small Business Administration to help you launch and manage a small business will focus on the operational aspects of running a business. Whether you need leadership strategies, day-to-day decision making skills
... Click to read more

Read More >
White Paper

Part 4 of 4: Marketing, Sales and Contracting

Understanding marketing and sales as well as the technical complexity of our Internet-driven society gives entrepreneurs a distinct advantage over the competition. This final segment of our four-part report will take a deeper dive into the logistics and philosophy of marketing and sales and their impact on your business success.
... Click to read more

Read More >
White Paper

DIY Marketing Tools

If a business isn’t marketing, its potential customers are not finding it. Small to medium size businesses often struggle with spending hundreds of thousands of dollars on marketing. New DIY marketing tools, however, have eliminated the need to spend astronomical amounts on online and traditional marketing. These tools
... Click to read more

Read More >
White Paper

Virtual Office for Legal Professionals

Law firms (large and small) and solo legal practitioners alike can use virtual office services and spaces to run their entire legal operations or as a supplement to a home office or traditional brick-and-mortar offices. Virtual office services can be particularly useful during trial preparation
... Click to read more

Read More >
White Paper

Finance & Tax Professionals

Finance and tax professionals, whether they work solo or as part of a larger firm, can use virtual office spaces and services to stay on top of their workloads, especially during the busy tax season. Professional virtual office spaces can be particularly useful when back-to-back client meetings are necessary...

Read More >
White Paper

Traveling Entrepreneur

As business people and entrepreneurs continually strive to grow their business, doing so frequently involves traveling around the country to attend networking or tradeshow events, meeting clients and prospects on their own turf, and getting some face-time with colleagues, contractors or employees who may operate in a remote location. Preparation
... Click to read more

Read More >
White Paper

Virtual Office Eguide

Have you ever wondered why some small businesses are successful and others are not and what do these successful companies do to gain an edge over their competition? Through our years of experience
... Click to read more

Read More >