Blogging for business (and pleasure)

Blogging for businessTweet daily, blog weekly and video monthly is the mantra currently doing the rounds. I'm not sure who decided on this schedule, but as I said in my last post regarding the advent of trendfear in relation to social media, I’d rather consider what I’m trying to achieve before I invest valuable time in tweeting, blogging and uploading videos onto YouTube.

I decided to incorporate this blog into my website for the following reasons:

  • to give readers more information about my work and interests
  • to provide a venue where I can demystify the world of copywriting
  • to share useful tips I’ve picked up along the way

Often when I tell people I’m a copywriter they say, ‘What’s that?” (Also, occasional confusion with copyright.)

Not surprising, given that copywriting can cover a multitude of sins. Although I list the services I offer on the Copywriting page of this site, a blog allows me to chat in a relaxed way about my work, which I hope gives readers more insight into the copywriting process.

Nowadays, a blog can be pretty much anything you want it to be. If you have a website, incorporating a blog into it is an excellent way of talking to your customers in an informal manner and giving your business some character. And like my blog, it gives you the opportunity to explain what you do in an accessible way.

What should you write?

Business blogs should be written in a tone of voice that reflects the image of your company. Blogs allow you to talk to your customers in a personal way, but remember you're speaking on behalf of your organisation, not yourself.

Each post should explain or promote your business as well as engaging your audience; including tips and advice is a good way of doing this. It showcases your areas of expertise and gives your customers something in return.

News from your industry and your reaction to it is another strong area to mine. Plus, share details of your work, previous jobs, and most importantly, genuine customer feedback. Testimonials from clients provide that all important reassurance to potential new customers.

How frequently should you blog?

I write for other blogs, in particular the Fleet Pond blog, which was set up to provide news on the wide range of activities that take place at Fleet Pond (Hampshire's largest freshwater lake set in a 141-acre nature reserve). Blogs are an effective way for charities and organisations to communicate with their members, supporters and the general public. And if you're a community group, the question of how frequently to blog is easy: as and when information comes in that needs to go back out again.

When setting up a business blog, the subject matter and the site of the blog may dictate the frequency of posts. If you have a blog incorporated into your website, monthly posts can be the length of short articles and are a convenient way of adding keywords to your website (to improve your Google rankings).

If you don’t have a website and want to attract customers directly to your blog, weekly or even daily posts may be more appropriate. These can be short and to the point as long as they're compelling enough to keep visitors coming back to your site.

I’ve also found blogging encourages the following beneficial behaviour:

a) You become more alert to what's going on in your industry as you look for new ideas and topics for posts.

b) You visualise yourself in the role of your customer as you think about how to communicate effectively with them.

Blogging is fun. It shouldn’t become a chore as long as you direct the pace. Better to have one thought-provoking post ever so often than numerous blog posts that say nothing.

Related posts:
Social media - do you suffer from Trendfear?
How SEO can damage your website
Don't take that tone of voice with me
A little light optimisation
Keep on blogging