Corporate Blogs and Blogging – A Master Class

Let’s get one thing straight from the start – corporate blogs don’t have to be boring.

It’s great that so many companies have woken up to the fact that they need to blog to:

• Boost their SEO and link building activities
• Position themselves as experts and market leaders
• Provide excellent customer service

The problem is that many companies fall at the first hurdle, namely their content. For some unknown reason, businesses still feel that their blog posts have to be formal, technical and downright boring.

Well I’m here to tell you there is another way to blog.

The following 12 points will help you create and maintain an entertaining and interesting blog that people will want to read.

1. Personal

Despite what you think, a corporate blog should be personal. After all, it is a person writing the post so make sure your personality comes through.

Writing your post in the second person (like this post) will help you connect with your reader, because that is what you want to do. A blog post that simply talks at the reader won’t be well received, but if you write to your audience, it becomes much more personal.

Of course, to be able to write to your audience you have to know who they are, so make sure you do your research first.

2. Technicalities

Don’t, whatever you do, write in technical jargon. Your post has to be easy to read and that means leaving all technical terminology out. If it is absolutely necessary, make sure you define it clearly so everyone can understand.

One of the keys to writing a good blog post is to use simple language and plain English.

3. Length

Most people read blogs during their coffee break so make sure you keep them relatively short. Somewhere between 400 – 1000 words is ideal. If you think your post is likely to be longer than that, split it into 2 separate posts.

4. Scan-ability

Because people are unlikely to read every word you write, it’s essential your posts are easy to scan. Using effective headings, sub headings, bulleted lists and short paragraphs will help your reader dip in for the information they need.

5. Interesting

Above all your posts has to be interesting and relevant to your reader. Make sure you write something that will be of use to them and add value to your relationship.

6. No awards

I mentioned earlier that you need to keep your language plain and simple. You are not writing an award winning novel, it’s just a blog post to impart a useful tip or bit of information to your readers. The last thing they want is to have to sit and decipher your incomprehensible language.

They won’t be impressed by big words, so keep it simple.

7. Strong headings

As with every form of writing, your title has to be strong and compelling enough to make them want to read it. Likewise, your opening paragraph has to grab their attention and pull them in.

If your post is weak in either of these areas, you’re unlikely to attract readers.

8. SEO

Yes, it’s those horrible initials again. If you want your posts to be found, you have to use SEO techniques. Include your keyword in your heading and sub headings. It will also need to be in your body text (along with associated words and terms), but not to the extent that it makes it unreadable.

9. Show don’t tell

The underlying aim of your blog post will be to show how great your company is. But coming straight out and telling them you’re the best thing since sliced bread is not the best way to do it.

The best way to highlight your company’s greatness is through case studies and examples.

10. Variety

You can keep your blog fresh by mixing up its content. If you just constantly churn out industry news, it will get boring. Instead, offer articles on manufacturers, customer interviews, industry news, happenings within your company, top tips and how to articles.

11. Images

Blog posts are always enhanced by appropriate images. They can also act as an enticement to get people to read your post.

But make sure they are relevant and good quality.

12. Call to action

After spending (potentially) hours writing your post, make sure you make the most of it by adding a call to action.

It could be something simple as a request for comments, a link to sign up for your newsletter or white paper, or it could be a ‘call now for more information’.

You would never send out a sales letter without a call to action, so why waste this opportunity?

 

You see, corporate blogs don’t have to be boring. Make sure you understand who you are writing to, keep your language simple and make the blog look attractive (by using subheadings, bulleted lists etc.).

Your blog is an important sales tool and should be given as much importance as you main website and other sales materials.

Over to you

Do you run a company blog? If so, what have your experiences been?

Leave a comment below with your thoughts and questions.

Sally Ormond – Freelance Copywriter, blogger and social media addict