Top 11 Tips on Writing a Great Business Blog
Posted on Monday, September 28th, 2009
Back when I wrote big-ticket business newsletters, the rule of thumb was that if a writer provided at least one useful pointer per issue, that alone justified the subscription price. Though blogs are free, it’s still a good rule.
Today, most of what poses as business blogging is, in fact, what I would call either blabbing or bragging. “Blabs” are sales pitches, often using the trick of reverse engineering a company’s product or service to make it look like a hot industry trend. “Brags” boast about a company’s accomplishments, quals, awards, recent contract wins, etc., to reinforce a “blab.” Because blabs and brags undermine the point of blogging, neither is effective.
And that point is (or should be) to educate, inform and help the reader without shilling for one’s own products and services. Great blogs win trust and respect precisely because they are sincere, unbiased and useful.
So how do you write a great business blog? Here’s what I’ve gleaned from the blogs I admire and follow:
Content:
- Most importantly (and obviously) write about your area of expertise.
- Pick a specific topic that you know readers need help with.
- Provide practical information that the reader can use.
- Don’t tease. This is the Web, dummy, so give it away. Don’t expect anything in return.
Style:
- Write in your own “voice” — not corporate jargon.
- Keep the text simple — no run-on sentences.
- Provide a list of action items (like this one). It’s easier for readers to follow a concise plan.
- But don’t overdo it and drop a list into every blog — That gets boring.
- Include an anecdote to provide color — Show your personality.
- When you finish, go back and hone the lead — The opening statement is always the most important line.
- Be different — Keep the writing fresh right through to the end.
There you go: “11″ tips. Why that number? Would you have read this if it were the typical “Top 10″?
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