Published By Janet Gershen-Siegel at June 17, 2018
We can help with starting a company blog.
Written by Janet Gershen-Siegel
Starting a company blog? We show you the basics of how to get a business blog going and use it to your advantage. Yes, you can be a business blogger!
In Part 1, I talked about getting a platform for blogging. But now you may be wondering: I’ve got this great Wix or Blogger or Tumblr or WordPress blog and – help! – I have no idea what to put in it. No worries. Starting a company blog can do your business a lot of good.
A blog has a certain look and feel to it. Just like your overall website, it benefits from a certain degree of branding. Let’s say your company is Green’s Trucking. If it is, then it makes sense to use the color green in your design, and you probably already are.
A blog is a good place for your logo and for other imagery which evokes your company. In our trucking company example, there could be pictures of the trucks or the drivers or the routes. How about a map with the locations where your drivers have gone to?
If you think I’ve over-emphasizing imagery, think again. Images are important because posts with images are more likely to be clicked on when they are shared via social media. Images are also useful for search engine optimization purposes. Furthermore, they add a lot to readability.
If you were writing a blog about the dog toys your company sells, it would help to have a picture for your customers to get a better feel for what you’re talking about.
The best blogs aren’t just a big, fat wall of text. Instead, they are far more readable because they break up the content. In general, you want your blog to be at least 300 words long and for each heading to have 150 words or fewer. Hence if you are writing about a hair salon’s services, then your first heading might be on haircuts for children; the second might be on permanent waves; and the third might be on how to keep your haircut looking good between appointments.
If each of these headings has about 120 or so words in it, then you’ll meet the 300 word overall minimum easily without loading up one heading too much.
Got a blog that goes on and on? Then see if you can break it into two or more separate blog posts. I wouldn’t recommend a series going any longer than maybe five posts and even that is pushing it. But if you’re topping 1,000 words regularly, then see if you can split up those posts.
However – also note that the amount of time readers spend on a page will matter. You can mix in some really long blog posts (as in 2,000 words or more). Just make sure the topic justifies such in-depth coverage.
If you are using WordPress, then you can get plugins to do a lot of this. But if you aren’t, don’t fret! You can do some of this on your own. I’m talking about Search Engine Optimization. Without going into more depth than necessary (SEO is really its own blog post), SEO is essentially where you tell search engines and readers what your blog post is about.
If you are writing a blog post about the goods in your candy shop and your post is about licorice, you should not be adding photos of lollipops. Keeping on topic – and keeping the topic clear – will stand you in good stead. This means your title, your image titles, your key phrases, and even your headers and subheaders should reflect your topic.
While it’s not really possible to teach anyone how to write in just one blog post, writing for a blog can be as easy or as difficult as you make it. Your main goal is to get information across and do so in a clear manner. If your audience is well-read, then you might be able to get away with overly technical jargon. But if they aren’t, then figure out how to use easier to understand terms.
This isn’t so much to dumb it down; it’s more to keep the writing accessible.
Case in point: let’s say you’re writing for a law firm. Blog posts targeting other lawyers will probably be written differently from blog posts targeting potential clients. Or you might write blog posts for business clients differently than for people reading who want to sue because their neighbor’s dog bit them. Starting a company blog can fill any number of purposes.
Writing works best when you start with an introduction which states your premise (your topic or your position), a few paragraphs about your topic or defending your opinion, and then a conclusory paragraph. Each of these paragraphs can go under a separate heading.
This may be where you’re floundering. But don’t worry! Help is at hand! Before you even do any design for starting a company blog, brainstorm. Ask your customers, your employees, and even friends what you should write about. Here are a few general suggestions:
Here are a few more specific suggestions:
For all bloggers, put together as big a bank of topic ideas as you can. Keep adding to that bank if you think of something new.
Add blog posts about twice a week to start, and take advantage of your platform’s scheduler if there is one (both Blogger and WordPress have these). Be sure to share the link on social media. And have fun with starting a company blog! Check out how this will help your company leverage the power of the internet and social media.