Write Outside The Lines

There is no trick or secret to blogging for your business.  There’s no formula or magic keywords or tags that will make your business blog be the most searched source on the internet. But it isn’t hard to blog either if you got something to offer and something to share.  Normally, I would say practice till you get it right, but sometimes it’s best to hire a freelancer or someone with much more experience.  And if you’re not a strong writer, don’t know your voice yet, or don’t have the time — someone else can do it for you in the meantime, right?  But if you wanna take a crack at it, review all the rules you’ve heard before: blog at least once a week, blog consistently and spread the word around through your other social media platforms.  Sounds easy enough.  But don’t forget the add-ons — the extras that make a blog a bit better: include video, photos and links whenever you can and appropriately, share more information that can help your customer or client rather than yakking it up about how great your company is and include links to your website.

But just like the tech companies, out there, there are some rules you should break —

  • Blog inconsistently consistently — What does that mean?  I try to blog every week, up to 3 times a week.  But I don’t have select days of the week when I blog.  I blog when I have an idea, or the time to devote to an entry.  Being flexible without a set schedule also allows me to add information as I get it — event dates, the latest news or what have you.  Decide how many times a week you’d like to blog and then go from there.  Your time should dictate when you have an opportunity to blog and share, not the calendar.
  • Play with the titles.  You’ll hear copywriters discuss the importance of a good headline or tag… I say, have fun with it.  Personally, I love innuendos for titles.  There’s something about misdirecting the topic that I enjoy all too much.  A (sexual) innuendo is more likely to stop people long enough to skim the article you wrote than a straight forward boring title.
  • Trade shoes when you write.  Think of the person who you are writing this blog for.  Think about what they would to get out of it, think  from their point of view.  Then give it to them.  Be that irate customer who doesn’t understand why the store won’t take back his purchase after 31 days even though his receipt says no returns, refunds or exchanges after 30 days.  Give him solution or a loophole to working with businesses and people like yourself.
  • Vent.  Here is that opportunity to tell the world about the awful no-paying-on-time client that won’t stop calling you whenever they feel like it. Here is the chance to spill how you (and most likely every other business owner) feels about that annoying client.  You can say it all, get it off your chest, be brutally honest without ever saying their name.  Think of it as a form of therapy.  Whoo-sah!

Blogging is the content marketing your business is going to need to keep it’s edge in 2014.  Anybody with a laptop and internet can blog, which means anyone with a business too, should be blogging.  But that doesn’t mean you can’t write outside the lines when you do.

 

 

 

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