If you've already read a hundred business blogging tips about the basic mechanics of blog writing, you've probably read them all. While many of those tip sheets are still useful about how to create better SEO and writing interesting topics, you don't always see how to properly communicate ideas.
Blogging can't become mechanical if you want to maintain loyal readers. Those who read you are more astute than ever to marketing tricks and keyword stuffing. They know when they're reading something with quality and if you've given thorough thought to your words.
The real key to success is to bring true passion to your blog and not just write cookie-cutter subjects to fill space. As many business blog experts note, far too many business blogs just aren't good for this very reason. You need to develop a communication style best suited to who you are as a brand.
It's an example of how branding needs placement in everything you do. Yet, it might sound too challenging to pin down how to improve communication in conveying ideas. What approaches should you take, and what can you learn from other companies that manage to create compelling blogs with large audiences?
1. The Importance of Your Headline
Have you used the common procedure of coming up with a headline first and then writing from there? Perhaps this might work for a few, though it's a major risk and can lead to dead-ends in your blogs.
The title you use is what every reader is going to see first, including when they find your blog in a Google search. Will that headline properly convey what your subject is about? Will it drive the visitor to an actionable event, like lead generation or newsletter sign up?
Don't just keep the same title after you write what you think is a standout think piece. Create numerous headlines after you're done so you find one truly fitting what you're trying to say. Otherwise, you undermine your credibility if you write something that doesn't live up to the title question you posed.
Take a look at Workmarket's blog to see how they create compelling titles using keywords to pertinent things going on in current headlines.
2. Writing With the Reader's Pain Points in Mind
If you haven't already done so, you need to create customer personas to find out what the pain points are of your targeted demographic. Once you know exactly what your readers want and what their problems are, you can start to tackle this in your daily blogs.
Readers are always going to have more than a few pain points they constantly look to solve. By dissecting those problems and turning them into a blog series, you write with the reader constantly in mind.
A major mistake some business bloggers make is writing about their own business and touting how great it is. You need to write as if talking to a good friend and from a perspective proving you thoroughly understand their problems.
Ottawa Logistics is a company that knows who it's targeting and their blog is expertly messaged towards them.
3. Write in a Natural Tone Rather Than Journalistic
Even if you have a journalistic background, it's not really the best way to approach a business blog. Your best course for superior communication is writing in a natural way rather than being overly formal. Always keep in mind you're not writing for a publication. You're merely selling yourself and your overall brand.
Being yourself is the smartest approach because it gives the impression you're sharing information to close associates. Take a look at the Check In Easy blog to show you how a site for an event planning app takes a fun and natural approach to the way they write blogs.
Just because you're writing about something business-related, doesn't mean you have to write with a stiff upper lip. Basically, write with the same cadence as you would if talking to your friends. This isn't to say you shouldn't have complete awareness of your grammar, despite this being open for the sake of bringing unique style to your words.
Remember, you're not writing a business report.
4. Finding a Strong Point of View
Sometimes being controversial is a good thing, because you can create more discussions this way in your blogs. A good lesson to learn is to not write to make people happy all the time. Despite being important to write toward the reader's problems, you should also touch on subjects that could generate controversy. Opinions are what blogging is all about rather than just doing a connect-the-dots piece every reader nods in approval at.
Bringing debate is what great blogs are all about, and there's a lot to argue about in the world of business. No matter what business industry you're in, you'll have myriad subjects to explore and tying it all into what's happening in our world today.
5. Proving Your Expertise With Research and Data
Bringing value to your blog comes with communicating that you know what you're talking about. Readers are going to look for links to research and data you've compiled so you can communicate your points more powerfully.
It may mean carving out some extra time doing some research, though it can immediately prove your specific expertise. Look at the Nuvi blog to see how well they place links to other experts to make points stand out. Also notice they don't do this excessively, so leave a little space between each link so you can take credit for your own points.
Keep reading us to learn more business blogging tips and the details involved to keep readers loyal.