I have been writing blog posts for various customers for over 7 years–weekly or bimonthly–and I’ve learned several important lessons about regular blogging.
Three Important Facts about Blogging
First, regular blog posts gather dedicated readers over time. They prompt comments, requests for contributions from industry organizations, and discussions on LinkedIn.
Second, blogging and the reactions to it often clarify customer expectations and what a company should be doing. It may lead to a shift in the company’s entire marketing plan or become the basis for an insight or white paper that confirms the company’s expertise.
Third, writing a great blog post is a matter of following a few basic rules:
- Focus on one idea at a time–there’s always an opportunity to write another post.
- Aim to educate, not sell.
- Keep the post short; but concentrate first on quality content, then size.
- Write with a recognizable and consistent voice.
- Deliver details (e.g., 10 steps to…), not vague generalities.
- Make sure blog posts appear regularly, whether once a week or twice a month.
- Recognize your blog is one tool in a marketing toolbox–not the entire box.
- Obey the rules of all great marketing content: concise, clear, concrete, and passionate.
- Take time to find an interesting title.
- End with a next step for readers.
How to Rescue a Faltering Blog
Are you hesitating to write a blog, are you running out of ideas, or has your blog languished, untouched, for over a month? Consider asking a professional freelance writer to take over.
One of the advantages of having a professional writer handle your blog posts–besides the savings in time and energy–is that you may be too close to your business to understand what customers find interesting and informative. What seems to you to be a boring detail or information that “everyone” knows may actually be fascinating to customers.
A professional freelance writer adapts to your comfort level: submitting ideas for approval, researching content, interviewing customers and employees, tracking the competition–whatever you need. You can review individual ideas before a post is ever written and/or approve the completed post before it appears online..
For a professional writer, blogs posts are interesting and fun to write, and I have written them for many businesses in fields as varied as home construction, clinical trials, executive consulting, and marketing.
Contact me if you need help setting up and maintaining your blog content; that’s what I’m here for.