Learning Hub | Content Marketing
The 8 Rules of Writing KICKASS Business Blogs
July 22, 2015 | Jon Teodoro
RULE #1: Do not talk about your business
Potential buyers already have access to much of the consumer information they need from sources like top marketing blogs. When writing a business blog, consider that educated consumers don’t want to hear self-promotions that they’ve heard before; they want to be guided with helpful, selfless content that will allow them to make an informed decision.
RULE #2: DO NOT talk about your business
If you demonstrate through writing a business blog that you know what you’re talking about, potential customers would ideally be able to connect the dots and recognize that you – as well as your business – are good candidates for their final decision. And through calls-to-action which are your engagement trump cards, your business can offer consumers native content in return for their contact information, sparking a fresh B2C relationship.
RULE #3: If your blog only has text, your writing role is over; insert visual content
Content is not solely comprised of writing. Your word alone will not win conversions. However, your word plus fancy content including relevant videos, comprehensive infographics, hyperlinks, and snazzy font diversification in a blog will win you an influx of promising traffic even if you are blogging for manufacturing.
RULE #4: Only write on topics that relate to your business in a blog
While directly talking about your business is voodoo in blogged content, your motivation lies in promoting your business’ eligibility in a customer’s final decision. That said, you can indirectly promote your business through insightful content that not only demonstrates how committed and reputable you are, but more importantly, content that discusses topics closely relating to how you execute your process. It will give customers more insight into your business’ capabilities.
RULE #5: Write on only one topic in a blog
Blogs are not meant to be in-depth National Geographic features on the world’s food shortage dilemmas. As the de facto anchors for content distribution and optimization, blogs should be as long as necessary, but once your original intent for writing a business blog is divvied up into multiple topics within the same blog, you also risk dividing the attention of your viewers. And no one enjoys an unfocused and cluttered read. Ain’t nobody got time for that.
RULE #6: No press releases, no duplicate content
No one cares about your company’s marketer-centric press releases on newly hired executive officers. Visitors are looking for useful info rather than announcements about people and products that they haven’t even heard of before. And even if your blog post still holds merit months after it was originally published, update it and acknowledge that it’s a repost. Otherwise you’re cheating. There is no cheating.
RULE #7: Write your blog for as long as you have to
While the attention span of your readers is a key variable in determining your blog’s role in pulling potential customers, you should never prioritize it over the integrity of your blog’s message. Coupled with engaging visual content and integration into the web through optimization, social media sharing capability, and links, even the longest blogs (with compelling writing) will be read.
RULE #8: If this is your first business blog, know your buyer personas; then WRITE.
Buyer personas are fictitious representations of your ideal customer – the people who, with the right marketing, are the best fit for your company’s services or product as customers. If you don’t know where they get their information; if you don’t know what professional role, goals, and challenges they have at work; if you don’t know anything about how they developed their work ethic up to now; even if you don’t know their basic personal information like their hobbies, current residence, and family situation; you will lose. Figure this out and then you’re ready to drop the gloves and write it out.