A common question entrepreneurs ask is, “Should I blog?” If you have a business, it’s worth your while to do so. Why? Consider this: “Companies that blog generate 55 percent more visitor traffic.” So say the authors of From Prospect to Evangelist – Optimizing Relationships with Social Media, a free e-book by HubSpot (a company that creates software and gives out marketing information for businesses). Producing great content, drawing attention through relevant keywords and attracting a community of followers through important topics are all ways to generate traffic. And this traffic can then be diverted to your website and your business.
You may be just starting out, or a veteran blogger, but if you’re overwhelmed and confused by all the “shoulds” out there, here are 5 rules you should be breaking when it comes to blogging for your business:
1. Blog only what you know. They say the same thing about writing. But there’s a big flaw in this. You’re not just limiting what you can write, but your potential for learning as well. Sure, write about what you know, but also leave space for topics you are not familiar with. Do the research and you will eventually increase your expertise in other areas of your professional life. You don’t need years of experience in a subject to write about it. You need passion, good research skills and interest in the topic.
2. Pretend everything is okay. It’s all too tempting to create a perfect persona online. But perfection can create boredom in blogging and an inauthentic representation of your work. Say, for example, you made a mistake in a blog post. You may have quoted the wrong person, added the wrong link, misspelled a word. If your readers and potential customers are commenting about it and you don’t acknowledge your mistake, that’s an elephant in the virtual room. It puts distance between you and your future customers. To be successful in business you need to create trust. Be honest and show them you’re not perfect. Present yourself as human and you will establish better relationships with your prospects and customers.
3. All your posts must be planned. It’s great to have a row of posts lined up when you go on vacation or in case you get sick. Consistency is key to getting an established set of readers to your blog. But to be successful you don’t always have to have your posts planned. Say you’ve got a great new product you want to share with your customers or a marketing strategy you’ve just learned. Spontaneous posts keep your readers on their toes. They’ll never know when something new or exciting may show up on your blog and they will keep coming back for more.
4. Your posts should not be too short, nor too long. I think breaking up your blog with short and long posts makes for an interesting read. There is no specific word count that will make your blog more popular than others. It is the content, not the length that will draw readers. Remember that the next time you want to post a 300-word post and feel the need to double it before it’s published. For more information, read Problogger’s take on post length.
5. To have a successful blog, you must continuously plug your business. We all know you’re blogging to grow your business. But writing your latest press release or touting your product in every post will scare away your readers and potential customers faster than the plague. The most important thing you can do when blogging for your business is to create a community of readers. This means welcoming and answering comments, visiting other blogs, commenting on their posts, creating an email signature with your website and putting your blog on your business card. You want to do everything to garner potential readers to your site and create interesting, engaging posts to keep them there.
These are just a handful of rule-breaking tips. Do you have your own? Share them in the comments below.
Brandi-Ann Uyemura is a professional freelance writer. Not only does she write for other people, but she writes for herself as well. She maintains two blogs. One is for writers and taking your writing to the next level. The other is a blog that is designed to inspire. Her background in English and Psychology give Brandi a great voice, inspiring others to write, and giving insight into the world of writers.
Read her self-titled blog: Brandi Ann Uyemura: Guide from a conscious writer
Read: The Inspiring Bee
Follow her on Twitter @2inspired