Business blogging is a growing trend, with tens of thousands of businesses posting regularly. Businesses use these blogs as tools for reaching customers, getting feedback and promoting their business.
If you are asked to write for your company's blog, will you know what to do?
Your boss comes in and tells you that you are expected to write a post each week for the company blog. Now what?
Start by taking a deep breath. Remember that this is an opportunity for you to prove your value. Then do the following before you write:
- Learn everything you can about the company blogging policy. Find out what is allowed, what is not and where the gray areas are.
- Read through the posts and get a feel for the tone of the blog. Is it newsy? Conversational? Does it read like advertising? How many links are used? What about pictures?
- Get clear on the subject of your posts. What are you writing about? Is there an interesting angle you could use? Why does the reader care?
- Find out how long your posts have to be. If the average post is 500 words, don't write a 2,000 word article. Have a specific range to work with, such as 500-750 words.
- Does the blog allow reader comments? If so, are you expected to respond to these comments?
Once you have this information, and feel comfortable with company policy, draft your blog post.
Writing the Post
Unlike personal blogs, business blogging
has a more professional, less intimate voice. Not that the blogs are impersonal, but they focus tightly on the company's interests as they relate to the customer.
- For your first draft, don't worry about the tone of the post. Don't even worry about grammar and spelling. Simply get the information down.
- Put it aside for a day if you can. This helps you to be more objective when you go back and edit.
- Go back to what you've written. Tighten it up and make it sound professional. This is also the time to cut unnecessary words to meet the length requirements.
- After the first revision, show the piece to your supervisor and co-workers. Get feedback. Don't take it personally. Instead, look at it as a way to make your post better.
- As soon as you have approval on the final draft, submit the piece for posting on company blog.
Done right, blogging for business is profitable. It meets the customer where they are - online - and gives them a voice.
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