Basics of A Blog Part 4 of 8

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Writing for Your Blog

Blog writing is not like others forms of marketing writing.  If you want to use your blog to draw customers, you need to create a blog that is casual and interesting without being too sales-oriented or to aggressive in marketing.  Interestingly, the company blogs that do not promote and aggressively push their product and company often generate great company marketing and advertising as readers enjoy reading the blogs more without obvious pushes to buy.

Types of Blog Writing

To make your blog writing sparkle – and to make it spark sales – you may want to include these and other types of writing that readers will enjoy or find useful:

• ·Information about the company, products, services.  Including contact information, FAQs about your company, company or product manuals and other information makes it easy for readers to find what they need about you – which encourages readers to refer to your blog each time they need to know about your company.

• ·Job opportunities and company culture. Listing job openings and information about philanthropic causes your company is involved in as well as information about the atmosphere of your company is useful for job hunters.  It is also an easy way to get more readers interested in you company.

• ·Testimonial comments about the company and personal comments from workers. Personal comments are what really set blogs apart from other types of online writing.  Personal comments  and testimonials from company leaders and employees let readers know what your company is really like.  It can also improve sales, as customers are likely to develop brand loyalty if they see your company as a “face” or voice rather than just an impersonal logo.

• ·Value-added content for readers. Providing useful and handy information is one of the best ways to get readers to your site – and to get readers interested in your product.  Offer screensavers with your company logo, contests, tips, and useful articles, and you are more likely to get a regular group of readers.

Adding Style to Your Blog Writing

• · Keep it short. Like other types of online writing, blogging tends to rely on short paragraphs and small pages with links rather than big blocks of text.  Also, using the active voice (“We have opened a new division” rather than “A new division has been opened”) is also good for developing a nicer style.

• ·Let your logo do the talking. Rather than trying to promote the company constantly in your text, try making your text keyword-rich and value-added content rather than too “salesy.”  Instead, have your company logo clearly displayed on the page and mention the company as a workplace.  Your readers will still know about your company, but without feeling as though they are reading an ad.

• ·Stay enthusiastic.  Write about what you care about and write with genuine passion.  Writing dry copy just because you feel a blog is a useful marketing tool will not get you more readers or more customers.

Resources

Google Keyword Search Tool – Google Trends – Empower Network Blog System

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