The 8 Commandments of Business Blogging
Easy-to-use blogging platforms make this communication method more accessible than ever before. But that doesn’t mean that blogging is easy. Here are 8 critical points to remember when developing your blog:
- In addition to creating engaging content that pulls people in, the copy must be shareable. The viral nature of high-quality blog posts disseminates your message beyond your existing networks.
- Posting about controversial issues can amp up your viral value. However – and this is a BIG however – provocative content can be a risky approach for some organizations.
- Using a defined persona, create content that is timely, relevant and unique or offers a different perspective to an existing issue.
- Your blog should have enough value to entice readers to regularly come back for more. Including a subscription option provides the opportunity for the content to be pushed out each time you post.
- Commit to posting consistently, even if it requires a team of writers to get the job done. Too many blogs are started and quickly abandoned, which is a waste of time and demonstrates a lack of follow-through.
- After writing the article, create a power headline. Some bloggers start with the headline and then add content, but I find that I generate a more effective headline after crafting the post.
- Include photos, infographics, illustrations or other visual elements. Images initially catch the eye of potential blog visitors – and as they’re leaving, visuals help cement the message in their mind.*
- Proof the post. And then proof it again. Nothing undermines credibility more than typos, inaccuracies or bad grammar.
Before sending you off on your blogging journey, here are several examples I created for clients. I’ve also included some background on the approach and tone.
The ABCs of PMI provides much-needed information for first-time homebuyers. This post is straightforward and educational, demonstrating solid expertise and credibility.
Effectively blogging isn’t just about facts and figures. Incorporating lifestyle posts supports the overall culture of the business and provides a unique way to reach a sub-group of the target audience. That’s why A New Take On Tailgating is a great complement to the PMI post.
I’ve observed that some organizations (especially non-profit groups) upload press releases to their blogs to make announcements. While that is a perfectly valid approach, you can increase the value by telling the story behind the announcement.
I hope these eight commandments provide you with a solid foundation for your business blogging goals!
* Maintain your integrity by only using images you’ve created or have paid for through a stock photo service. “Borrowing” someone else’s visual property isn’t cool.