How to Blog for
Business: A Guide for Those Starting Out
Although blogging has been around since the 1990s, its
utility as a marketing tool is still relatively new, especially among small and
local businesses. Many of these places may wonder about the utility of offering
such a service and worry about the work and costs involved. However the good
news is that learning how to blog for business is simple and inexpensive. It’s
also an investment well worth the time.
Commit to the Process
In order for blogging to be successful, it has to be a
commitment. There is a lot that can be gained in service industries especially
if you take the time to spread knowledge and reach out to customers. However,
designing a blog without following through on it is a waste of time and money.
It doesn’t need to take more than a couple of hours each week, but you do need
to commit to the process of blogging in order to be successful.
Be Authentic and
Transparent
The commitment process is just the beginning. If you are
invested in your blog, then you need to exude that in the writing itself. Don’t
simply go through the motions or copy ideas that others in your industry have
already covered. You need to find your own voice, tap into what you bring to
the table in the the business world and use it. This also means being
transparent in your views and making the choices to assert (polite) opinions.
This humanization of you and your business will capture your audience and
endear you to customers.
Remember the Readers
Many writers and public speakers make the mistake of
forgetting their audience. Don’t resort to canned talking points. Think about
your industry and your readers. Learn who they are, what they know, and why
they come to you. Then, use this knowledge to tailor your blog posts to them. Remember, a blog for business
is not about you, it’s about customers.
Listen to Feedback
It’s a mistake to turn off comments on a small business
blog. This is your best chance at truly engaging your audience and receiving
feedback that can positively impact your blog and your bottom line. Do moderate
that commentary, but welcome the dialogue as a free look inside your
readers/customer’s minds. You can also use this feedback and the questions that
readers ask as fodder for future posts.
Minimize Risk
A lot of bloggers like to stir up controversy. We call this
being purposely provocative. The problem has gotten so out of hand that
“journalists” are doing the same thing—taking quotes out of context, trying to
rile up strong niche groups like moms or gun owners with the intent of
generating traffic to their site.
Learning how to blog for business is less
about this controversy and more about authentic opinion and healthy debate
within an industry. Be respectful, tone down strong ideas with balanced views,
and stick to topics that pertain to the immediate business of your company.
