Blogging is one of the most valuable ways for businesses to engage with customers, increase their reach, and grow their bottom line. If a website is a brand’s storefront, blog posts are its merchandise. In other words, a website tells the world who a business is and what it does, but quality blog posts offer customers something they can use – information on a product or service that solves a need or problem.
Business Blog Writing
A company’s direct communication channel with its customers, a business blog is also the heart of its content marketing effort, fueling SEO and positioning a brand as an industry expert and thought leader. While there may not be “the perfect business blog post,” there are strategies you can use for your business blog writing that will get a brand noticed.
What’s Your Angle?
What can you write about a topic that hasn’t been written before? It may seem an impossible task, but the secret weapon you bring to it is this: your own unique skills and/or experience. Instead of rehashing what everyone else is saying, put your own spin on it. Find a way to add something new to the conversation and you’ll earn a reputation of being a fresh voice in a noisy world.
How Can You Help the Audience?
A great business blog meets the needs of its readers, speaking to their interests, preferences, and pain points. Whether it focuses on industry trends, offers helpful tips, or highlights a single product or service, its goal is to create an online identity, draw people in, create trust, and show mastery of a topic. Follow these 5 business blog writing rules to create posts that are interesting, eye-catching, and readable.
- Learn how on-page SEO help a business site rank higher in search results. On-page SEO areas include the URL, page title, section header, sub-headers, main content, image ALT text, and meta description. Of these, the page title, or H1 element is the most important SEO factor and, in a perfect world, starts with a keyword. If that’s not possible, the closer the keyword is to the beginning of the title tag, the better.
- Skip the sales pitches. Yes, the point is to increase traffic and generate quality leads, but writing for a business blog should avoid sales messages and concentrate on the reason people are there: to find out what’s in it for them. Think of it as being a teacher, not a salesperson. Salespeople care about making the sale, while teachers care about their students. Remember, people are not really looking to buy a product. Rather, they want something that will improve their life.
- A less corporate and more conversational tone is what engages an audience. That doesn’t mean writing as you speak, but creating content that doesn’t sound like “writing.” Avoid the passive voice as often as possible, write short paragraphs, use informal contractions where appropriate, and don’t use big words or jargon when simple ones will do.
- All blog posts should be scannable, including business ones. All readers are in a hurry, so it’s important that they can capture the gist of a blog post by skimming it. Paragraphs that are four lines or less, bullet points, numbering, strategically placed bold type, and succinct headings all help convey a post’s central point.
- Create high-value content that delivers what readers are asking for and consistently attracts new traffic. Whether you call it evergreen, cornerstone, or pillar content, give the audience posts they can come back to time and again. Make sure the posts contain relevant, fresh links.
The Magic of Business Blog Writing
The magic happens when the writing shows you truly care about your audience. Make it your goal to understand what they’re struggling with and what they hope to achieve with your product or service. Over time, traffic will increase, as will social shares, clicks, time-on-page, and links. Business blog writing is a long-term investment, but the steps you take right now will help a brand’s personality shine and let it build confidence, relationships, and sales.