How to create a great business blog

Posted on 16. Feb, 2010 by kchristieh in work

What’s worse than not having a blog for your business? Having a bad one, or not updating the one you have. I’ve designed blogs for many clients, but very few of them have developed those blogs into high-quality vehicles for conveying information about their organization or industry. That’s why I’ve decided that from now on, when I create a blog for a business, I’m going to make sure they know what they’re getting into, and how to make blogging worth their while.

I recently gave such a presentation to a law firm that’s starting a blog. They’re very enthusiastic about blogging (or “blawgging”), and I’m confident that once they start posting, they’ll have a great law blog. Here are some of the points that I brought up in my presentation that can also be applied to other businesses:

Does your business need a blog?

I don’t think that every business needs a blog. There may be better ways to communicate with customers, and you may not have the time or the content to maintain a blog. But if you’re an enthusiastic writer with lots to say, here are some reasons you may want to blog:

• An impressive blog may help you:
  • Attract new clients or customers
  • Attract referrals
  • Retain existing clients or customers
• To create dialogue about your product or services. Just as I blogged about in my post about “Undercover Boss” yesterday, it’s important to get many different perspectives when running a business.
• To create writing opportunities that push employees to be better communicators.
• To influence others.

A good business blog should do as many of the following as possible:

• Inform: People will look for information about your company, its products, and your industry on your business blog. Cabana Mobile blog does a great job of informing people about trends in mobile entertainment via well-written, frequent, appropriately-sized posts.
• Inspire: I love it when a business blog inspires me to learn about a new product or technique that will help me to be more efficient or effective. An example of a blog that successfully does this is The Mac Lawyer, which shows law firms why they should incorporate Macs into their practices.
• Entertain: I’d rather read something that makes me laugh instead of boring me to tears. The law firm of Harrison & Ford has a fun blog about “The Office” called That’s What She Said, which details the legal ramifications of each Office episode. Even though I’m not a lawyer, I enjoy reading it and sharing it with my kids.
• Engage: Get a good discussion going. If people feel like you care enough to respond, they’ll be more likely to hire you or shop with you. SocialEdge fosters great discussions about micro-lending.
• Have a voice: Don’t be dull. No one wants to read a blog full of press releases. If you show the personality of the writer behind each post, your company will start to feel like a place with real people the reader can trust.
• Have a purpose: Don’t meander too much. If you’re a law firm, don’t write about donuts unless it’s somehow relevant. The Thin Pink Line blog is a great example of a blog with a purpose, which in their case is to advise women professionals.
• Take risks: Show that you’re willing to do what you need to to get something done. Be careful, however, that you don’t reveal sensitive information, and that your views align with the company or firm mission.
• Be unique: There are tens of thousands of blogs out there. Be different and get noticed.
• Post frequently: You don’t have to post every day, but post frequently enough that people will return, and won’t think that you’re lazy.

Characteristics of a good blog post:

• Enthusiasm: Don’t write boring posts. If you wouldn’t want to read your post, then no one else either.
• Fits the blog’s mission: If people are coming to learn about your company or industry, don’t distract them with an irrelevant post.
• Good headline: It should be succinct, engaging and informative. It’s the first thing that people see, and they’ll either decide to read or abandon your blog based on it. It will also help you with search engines.
• Engaging writing: People are more likely to come back if they enjoy and respect your writing style.
• Appropriate length: People have short attention spans, especially on the web. Don’t make your post too long, and be sure to use bullet-points where possible.
• Analysis: If you’re going to talk about a news item that’s been published elsewhere, provide your analysis of it. Otherwise, people might as well just read the original article.
• New idea: Don’t just regurgitate old ideas; write about new ones. Become an influencer.
• Well-researched: Write bulletproof posts. If you’re referring to outside information, refer to it by name and link to it.
• Appropriate graphics: People are drawn to pictures. Include a graphic with each post, if possible, but make sure they’re appropriate and aesthetically-pleasing. And legal. I love iStockphoto.com for photos and graphics, and they usually cost $1 apiece.
• Categorizing, tags: Put your post in the correct categories, and create appropriate tags for the post. Google will search on the post content and on the tags. You may write a post about a Supreme Court decision, but not have the phrase “Supreme Court decision” in the post. Make that a tag, as someone might type “supreme court decision” into Google and find you.

Potential business blogging pitfalls:

Business blogging isn’t for the faint of heart. Be armed and ready for the following potential minefields:

• Burnout: According to a 2008 Technorati survey, over 95% of blogs that have been started have been abandoned. Don’t join that statistic, or you’ll be worse off than when you didn’t have a blog because you’ll look lazy.
• Infrequent posts: Don’t bother blogging if you blog so infrequently that people check out your blog only to see the same “recent” post they saw last month.
• Patience: It takes time to build readership. Don’t be discouraged.
• Comments: Be willing to publish dissenting comments. If you respond well, you’ll build loyalty.
• Be 150% sure before you hit “publish”: You may be quoted from your blog some day. Make sure you’re willing to stand by what you say for a long time. Also, be sure it’s well-written and reflects your company or firm’s high standards.
• Graphics: Make sure you’re legally able to include the graphics that you do.
• Attribute sources: Don’t steal content from others, and be sure to attribute quotes and statistics.
• Don’t send people away: If you link to another site, be sure it opens in a new window.

How to get the word out about your blog and specific posts:

If a tree falls in the forest and no one is there to hear it, does it make a sound? The same holds true for blogging.

• Tell people about the blog and new posts via email, Facebook (including via Networked Blogs), Twitter, LinkedIn, your company or firm website
• Ask other sites to link to it
• Technorati, other blog aggregators
• “Favorite” posts on Digg, Delicious, Reddit, Metafilter, StumbleUpon, etc.
• Comment on other blogs and leave your blog URL. Not only will that provide a valuable link back to you, but someone might think that your comment is so insightful that they’ll be eager to read what you write on your blog.
• Tags, categories (see above)
• Encourage people to add you to their RSS feed

Hopefully these tips help you to enter the world of business blogging with your eyes wide open.

Tags: advertising, blogging, business, business blogging, client, google, highlight, law firm, marketing, seo, work, writing