Business Blogging Best Practices

Business Blogging Best Practices 

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Blogging, just like that outdated, old fashioned form of communication called newspapers, need to be reader-friendly. But while that other medium has had centuries to figure things out, blogs are relatively new. However, the basics still hold true: compelling content (or, as an old editor of mine used to put it: "Tell me something I don't already know."), make it easy on the eyes, and be clear.

That being said, there are many aspects unique to blogging, and especially to blogging about your own business. Here, then, is a list of what to do and what to avoid for creating a successful blog, based on a great post by Denise Wakeman at Social Media Examiner.

Plan your blog. Keep in mind your company's mission statement and business plan.

Have a clear idea of what results you want. Increased revenue? Expanding your customer base?

Define who your ideal reader is and then write posts to appeal to him or her. To quote from Wakeman, "If you make dog food, don't talk about dog food. Talk about dogs."

Write up a list of keywords and phrases that describe your business. Test them out on Google's free Keyword tool and then be sure to use them in your writing. But do it without using jargon.

Newspapers run photos of their columnists to build relationships with their readers. Do the same, and attach the author's name.

Find a posting schedule you can live with and try to stick to it. The biggest reason people read newspapers is habit. You want your blog readers to develop the habit of expecting something from you every Wednesday at 2:30 p.m.

But, if you don't have anything to post, skip it. Don't post junk just to stay on schedule.

Just like an entire newspaper page of nothing but text scares readers away, keep your posts short. If they run long, break it up into short paragraphs, use bullet points, insert photos or videos, etc.

Blog on your own site. Yes, free ones exist but someone going to "Blog.MyBusiness.Com" isn't helping traffic (or business) at "MyBusiness.com".

Blogging is a form of social media networking so give your readers the ability to network. Install sharing plug-ins and widgets so your fans can tweet, post your content to Facebook, recommend it on StumbleUpon and so on.

Offer an email list so people can get your posts sent right to their inbox. Not only is it convenient but it also builds up your customer database.

Along with setting aside time to write and post your blog, make sure you take the time to market it through your own social media assets.

Take time to respond to comments and questions. Unlike the Letters to the Editor page, social media is a two-way street, and letting your readers know that you, in turn, read and value their comments, will help cement your relationships.

If you run out of ideas, ask your readers.

Finally: give it time! Just like in life, it takes a while to build real, strong relationships.

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