A business blog is a tool that more and more progressive companies are using as a part of their social media campaign strategies and branding tactics. A business blog represents your company – it’s the voice of your business. It’s essential that the tone of your blog therefore always be in keeping with your business’ overall brand message and that the content of each post be engaging and relevant to your company’s philosophies – not to mention its products and services. There are a few important rules to keep in mind when blogging for business that will allow your blog to help, rather than hinder, your business’ online presence.
1. Always Use Fresh, Engaging and Informative Content – This is important because if you’re going to spend time writing blog posts on a daily, weekly or bi-weekly basis, the main idea is to attract readers and enhance your business’ reputation. In order to do so, you have to be creative. You have to capture people’s attention and make them want to come back to read your next post. How do you do this? Blog about what you know your readers will be interested in. Think about what questions are most frequently asked about your business or your industry and answer them in blog posts. Scour the daily online newspapers, find current articles and news that pertain to your business or industry and blog about them. Stay current and keep your content fresh!
2. Keep Content PC and Business Related – Remember, there’s a substantial difference between blogging about one’s personal life, hobbies or pets, etc. and blogging for business. In keeping with point number one above, it’s important to bear in mind that the target audience for your blog should be clients and prospective clients – people with whom you want to engage from a business perspective. You want your audience to learn more about your business and what you can do for them. You therefore want to keep your posts, at least for the most part, business oriented and relevant. And, try to refrain from including anything that could be considered politically incorrect in today’s society within your posts. People can be easily offended or put off and the last thing you want to do is alienate anyone!
3. Be Careful With What You Post – You’ve heard it before: Once you post something online, it’s out there and it’s potentially there to stay. Sure, you can edit and delete your posts, but once you’ve hit the ‘publish’ button, always assume that someone, somewhere will potentially see what you’ve posted. That being said, it’s imperative to ensure, before you hit the ‘publish’ button, that your post content is exactly what you want it to be. Before publishing, proof read your material and proof read it again – for content discrepancies, typos and just to ensure that the words are exactly the words you want representing your business.
4. Never Blog About Company Strife – This one is pretty much a no-brainer, especially if you’re the business owner; however, if you’re an employee or an owner who delegates the blogging to someone else, it’s imperative to remember that company grievances are never appropriate content for blog posts. In fact, it’s not rocket science to realize that blogging about such issues would be counter-productive!
5. Never Publish Clients’ Names or Specifics without Express Consent – Again, this one goes without saying, unless you want to be slapped with a lawsuit! If you want to blog about specific examples pertaining to your services and do want to use someone’s name or details specific to them, always ensure that you obtain written consent first.
6. Be Inclusive with Your Audience – Within most blogging platforms, you are able to allow comments. Do it! What better way is there to learn about the wants and needs of your clients than to hear about them straight from the horse’s mouth. People’s comments are a valuable source of information and ideas for you and your business. Take advantage of that. But, keep in mind that it’s crucial to respond to comments and to do so promptly. No one likes to be ignored and it’s not good business practice to ignore what people are saying to you. Respond to complimentary comments with a polite “Thank you”. Respond to negative comments with respect and diplomacy. And, respond to all inquiries in a timely manner.