Business Blogging Basics

Writing a business blog can be thought of as romancing your audience. You’re both in search of something to enrich your lives, and in the world of the “business speed date”, a relevant, well-written blog will not only create a great first impression, but help you stand out in a cesspool of competition.

If you’re starting a business blog, or perhaps looking to revamp an existing one, below are 3 basic rules to getting off to the right start.

Find “the one”

Business is not a Hollywood “rom-com”. You need to be realistic about who is interested in what you have to offer.

Defining your audience is perhaps the most important aspect of creating content of any kind, as it dictates not only what you write, but how you write it.

Try this instead: Get to know your customers by creating Personas. These are fictitious representations of who your ideal customers are, giving you a starting point and direction when creating your content. They can specify just the basics, such as age and income bracket, or include in-depth information about what challenges a specific Persona may face, what questions they’re likely to have about a product or service and where they might look for relevant information.

Be relevant

Is there anything worse than being trapped in a social environment with someone you have nothing in common with? Perhaps being trapped with someone extremely long-winded comes close?

If you’re not giving your customer base a specific reason to read your blog, they won’t; either because or your competition has done a better job of giving them what they’re looking for, or they don’t have time to wade through reams of superfluous text.

Try this instead: People turn to business blogs in search of information they require to solve a specific challenge, so give them a reason to turn to you. Make sure that your blog is clear, concise and provides the content relevant to an issue they are trying to resolve.

Aim for authentic connections

Hard-selling is the equivalent of expecting to be “invited in for coffee” without first romancing your date with flowers, dinner and a movie.

There is a time and place for a hard-sell, but marketing has evolved and people are less likely to react positively to a blatant sales pitch. The “long game” might not show an immediate return on investment, but it’s more likely to result in an enduring relationship.

Try this instead: People don’t want to feel stupid, so keep your writing simple and limit jargon. They’re more likely to turn to those who care about them, so focus on what your audience wants and needs, keeping any mention of your products and services in check. By building a long term connection with your audience, when they need what you’re selling, your business will be top of mind.

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