I remember when blogs first appeared in the late ’90s. They were generally written by regular folks who were sharing essays, thoughts, feeling, what-have-you on the internet. I immediately thought why on earth would I want to waste time reading that stuff? Who cares? And then businesses started wising up to the fact that it was a great way to become a thought leader and a go-to source of industry information. Et voila, here I am, writing for Network Solutions. Funny how things can go full circle!
If you’ve thought about starting a blog for your company, cool! The first thing I would do, though, if you haven’t already, is find a bunch of blogs both inside and outside your industry that you enjoy reading on a regular basis. What is it you like about them? Their style, technique, tone of voice, subject matter? How often do they write? What do they write about? My point is that there’s no need to reinvent the wheel. Incorporate your favorite elements from these other blogs into your own.
And remember: Be sure to promote your blog via social networking, in your email signature, on the home page of your website, and on your business card. If no one is reading it, what’s the point in writing it? And if you want people to read it, follow my 5 handy tips for great blog writing.
From moodeous on Flickr
Share useful information. I cannot stress that point enough! Tips, challenges you’ve overcome and how you overcame them, and industry news all qualify as useful information. The better your content, the more people will read it, share it, and look forward to getting it.
Provide value to your reader. Don’t use your blog to promote your company. Mention it here and there, but only occasionally. No one wants to read what amounts to an infomercial.
Find your voice. Give your blog personality! I tend to write in a conversational style. I use slang and exclamation points, because that’s how I talk. You want to keep readers engaged and eager for more, and you want new readers to go back into your archives to read what else you’ve written.
Short and sweet rule the day. Remember that everyone is crunched for time, so keep your posts short (less than 500 words). Don’t ramble, and be sure whatever point you are making is clearly stated.
Make it personal and entertaining. Include funny stories that are relevant and have happened to you. People love to laugh and be entertained, especially if they’re slogging through a tough day at work.
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