By Steph Marsh
Ask just about anyone with sound marketing judgment about the importance of blogging and you’ll get a pretty universal response. Do it, and do it often. Why? Besides the fact that it’s free, it fulfills the desire every online-facing business craves — more traffic.
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Every time you write a blog post, you’re creating a new path for a reader to stumble upon your site. This is the (highly simplified) principle behind a blog’s ability to generate organic traffic. But stumbling on your blog is half the battle. You also want readers to click in, and even more importantly, make it to the bottom of the page. You want them to read and engage. Which is why it’s crucial to find the right content mix for your blog that’s both informative and interesting.
Here are three things you should nail down before you start a business blog:
1. Start With What You Know. Remember, You’re the Expert!
Getting the blog train rolling can be a challenge, and this is where businesses often fall flat. Here’s a simple solution, don’t put too much pressure on it. This isn’t a college admissions essay, it’s a blog. And best of all, you’re the expert! For those of you who don’t see that white blank page as an empty canvas, let me help you pick up the brush.
As a former journalist, I received some simple advice from a news director that has really shaped how I write, and that is: “Just tell them what you know.” While that doesn’t sound all that impressive, it’s incredibly useful for any writer if you think about it.
Reporters spend a majority of their day gathering information and interviewing resources for their story of the day. So, putting it to pen and paper should be a piece of cake, right? Rather than stare at that blinking cursor, stewing over a catchy opening line, stop and ask yourself: “What do I know about the topic I’m writing?” And get to work. Thorough editing can clean things up once you’ve gotten your ideas on the table.
If you’re blogging about your industry, you’re guaranteed to know a thing or two about the subject matter. When readers turn to your blog (or news story), they want to learn something from you. Maybe a unique perspective they may have never considered? You should have no problem with this. After all, it’s what you do!
2. Make It Interesting
While considerable research goes into blog topics and their ability to generate traffic, there’s still freedom for playful writing once you’ve laid the groundwork. While it’s essential a blog contains some thoughtful keywording along with valuable takeaways, it doesn’t need, nor should it be, overly technical. A boring, fact-spouting piece won’t go over well with readers and they certainly won’t share it on their social channels. This is something journalists have really mastered — how to make a headline people want to click and a story they want to read. And it’s all about finding the right blend Go to the full article.
Source:: Business 2 Community