Plan Your Content
If you’re considering a blog on your site might add to its richness and substance, you’ll want to have a plan beforehand. Planning your blog will help your subject matter remain consistent over time. It will also help you determine whether or not there’s enough material to maintain a steady stream of posts and vital information. Blogs which contain redundancy are boring and will only bog down your potential.
One pitfall many new bloggers frequently face is a lack of posting once the magic has worn off. A shortage of recent posts can give your visitors a bad impression of your business. One may think “I wonder if they’re still in business” or “they may want to hire a writer.”
A blog, like any other customer-facing aspect of your business, communicates your brand. If it isn’t maintained and given proper attention, people will notice. Post regularly and keep your content fresh. Give your audience a reason to visit often. If you think of your blog as a casual conversation you may have on the morning news, you will speak to your audience every time.
Find Your Audience
While on the topic of audiences, you’ll likely want to identify yours early on. If your blog is going to be set up to compliment a business, your target audience will likely be the same as your consumer base; you’re then writing to the same people who buy your product. You’ll want to allow any marketing material you’ve used influence the style and tone of your writing. Think of your blog as an extension of your company’s brand.
If, on the other hand, your business is completely new or you don’t happen to be selling anything in particular, this is the time to start thinking about your brand … where do you want to be in one year, five years, or ten years? Who are the people who will be part of your growth? Write to them, give yourself a voice, and choose material relevant to your audience. Your blog needs to be important or give information to your peers. If it is boring to you, it will surely put your reader to sleep too.
Your audience can also participate in your blog … think ‘the more, the merrier’ here. Different views, outlying topics, and deeper discussions make your blog interesting. It will also put more data into your website, making it relevant to SEO and pull new readers to your site. If you do receive inappropriate or irrelevant posts, delete them. There is no room for redundancy on your website; you aren’t there to advertise someone else’s ideas.
Lastly, have fun with it. I’ve had clients who have me start their blogs and then take over when they see how entertaining and enjoyable it is to converse with like-minded people. Your industry can provide all kinds of support and avenues for potential and growth. As always, though, make sure it is professional and oozes integrity. Anything less puts you in a light of misrepresentation and can actually, lose customers!