Top tips for busting the boring business blog

By Kirsty Parkin

We all know writing and posting content online is a great way of sharing expert knowledge with your client community. However there is a definite art to creating a great business blog – a piece that’s sharp, interesting, informative and doesn’t have your target audience escaping to their Facebook feeds before the end of paragraph one. It can all seem a bit daunting sometimes.

Well, fear not, budding bloggers. With our top tips (and some grinding of your own grey matter) you’ll be creating good, readable content in no time.

1. It’s not a brochure, buddy

This one is a trap for young players. If your customers (or potential customers) want detailed information on the technical specifications of your product offerings, they can get that on your website. They’re probably reading your content on their morning commute or during their lunch-break. Your primary aim is to engage their interest and keep them engaged for the couple of minutes it takes to read 500 words. If you try and stuff them full of jargon, you’ll lose them. Keep it informative but light.

2. Pick the right topic

Finding the right stuff can be tricky. Look for an overlap of what interests your customers both personally and professionally (sport, solving stress, lifestyle, family, convenience, other people with the same problems as me, aspiration) and what interests you (solving a problem, hobbies, sponsorships, case studies, family, etc). It’s not actually all about you. It’s about them – what’s going to interest them?

3. Say one thing

Work out the most important message you want your reader to take away from your business blog, then find ways of reinforcing this message. The more you try and say, the longer and more confusing your article gets. Keep it simple and punchy, and people will remember you. Short is better than long.

4. Pick a punchy headline

People love knowing what they’ll be reading about, how it could help or interest them and how long it will take them to read it. Ever noticed how many numbers there are in headlines these days? – Investment – 5 ways to have your cake and eat it, too. Or 7 Best Financial Products of 2016. The reason you see them is because they’re click-bait. Try it!

5. Here’s talking to you, kid

Have you noticed we’re talking to you in the second person? Just to clarify, that means we’re talking to you directly, and referring to you as “you”. You’re not a third party (“people” or “the customer” or “the consumer) You’re you, and you’re more likely to listen to us if we talk to you as “you”. Your customers will prefer that, too. It will make them feel more connected to the content. Trust us.

6. SEO is just a few keywords

Really. That’s it. You don’t need a whole company to do it for you. If you were looking for your own article, what words would you type into your Google search? Those are the words you want. Keep them in mind when you’re writing and make sure they are used in the first paragraph of your article. This will help Google index your article and make it more search engine optimised (SEO). Easy.

7. Leave them wanting more – and tell them how to get it

You may think your tech audience wants to read detailed information about installation problems and upgrades, but … don’t you want them to come to you personally for that? All your business blog needs to demonstrate is that you can provide this information for them if they need it. That you are the go-to person. If you want customers to contact you as a result of your article, make sure you say this in your closing paragraph and include a specific link or address/number.

See? Not that hard. Go on – give it a go.

(Oh, and final tip – don’t forget to get in touch with us at Feedsy if you want some help writing, distributing and posting your business blog. We’ve done this before.)


Like This