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How to Write a Better Blog Post for Your Company's Blog
by Brian Konradt

How to Write Better Copy for Your Company's BlogBlogs have spread rapidly across the Internet. As reported by Internet researchers, we can access roughly 450 million "English Language only" blogs. WordPress alone powers about 74 million blogs; and Tumblr hosts over 20 million blogs. It's impossible to find an accurate number since the number of blogs multiply every minute. Though most non-public individuals manage blogs, many corporations, small businesses, and organizations use blogs to connect and socialize with their valued clients, customers, and the public in general.

How do you produce a business blog that outmatches, outperforms, and outlasts all other blogs? And how do you spellbind readers to return regularly to your blog? My article provides suggestions to write effective, interesting blog posts. I also reveal how you can establish reader and customer respect and loyalty.

1. Write the way you speak.

The most captivating blogs chat to their audience in an informal and laid-back tone. A major advantage of a blog is it can converse with readers in a manner that is special, straightforward and common. Write your blog similarly to the way you speak to friends, face-to-face. This transparent one-on-one approach is what attracts many people to a blog and convinces them to return.

Amy Joyce of the Washington Post said, "Blogs began as a way to talk about new technologies, vent about life and socialize in a no-holds-barred forum. Since blogs became the next big thing, a lot more companies have learned to use them as the next great public relations vehicle--a way for business owners to show their laid-back, enjoyable side. But, of course, business owners do nothing like that. Their efforts at hip, guerrilla-style blogging are usually pained--and unpleasant."

To prevent this pitfall, just be yourself. The most candid blogs expose the passions, opinions, and character of the writer. Your viewpoint, personal and professional, is distinctive. Allow it to glow, and your blog will be unique and memorable. An engaging blog causes customers to return repeatedly and this will yield invaluable interest in your business.

2. Share stories.

Readers like to learn things about your business. What you might find dull to discuss, your customers might find greatly interesting, such as topics on: 1) new products and services; 2) employees and their hobbies and interests; 3) recent challenges that your company overcame; 4) new breakthrough innovations; and so forth. If you offer your blog readers: 1) a peek at the inside operations of your company; 2) share your opinions plainly; and 3) enlighten them with personality-driven stories, then you will nurture reader attention and customer loyalty. For instance, when you write a biography, the most interesting parts include both the interviews and the classy quotations. Think of your business blog as a company biography. Customize it with your distinctive insights and viewpoints.

3. Create a blog with personality.

Blog about what you know. Tap into your experience to educate the public about the finer details of your company. Describing yours ideas for better customer service, or setbacks and obstacles that your company overcame, and your reaction to recent successes will reveal your warm human side and also interest your readers. It’s okay to discuss new products and services and improvements, but blogs focused mainly on marketing and advertising tend to be the most mundane and least favorite of company blogs. Make your topics more captivating to readers by surrounding such announcements with individual thoughts and observations. Customers want to sense an affinity with your company's brand. Cluing them in on the highlights of your business will make them feel part of your company culture and strengthen their loyalty.

4. Update your company's blog frequently.

After you have achieved a strong following of readers, you should add new blog posts regularly to reward repeat readers for returning. Not only do new blog posts provide more updates and generate more publicity, but it also shows that your company is lively and active. Hyperlink to recent articles from other news sources to keep readers current with breakthroughs in your industry. A scarcely-updated blog feels stagnant and weary. This is not the brand that you company wants to portray!

5. Always follow company rules and policies.

You are accountable for material that you post to your company's blog. Adhere to the privacy of your business and staff members. If you share arguments or issues, do not make individual attacks or use the blog to discuss small complaints. Do not expose proprietary material; and refrain from writing about revenue, stock prices, or other monetary data. Follow copyright law, and reference sources as you would in any other document. Make certain that what you write in the company's blog echoes the company’s goals. The ideal goal of many business blogs is to maximize visibility and encourage the exchange of feedback, ideas and information. While most businesses permit blogging during work hours, you should make sure that blogging does not obstruct your normal workload.

6. Write like an educated person.

Lastly, be sure that your blog posts are free of spelling and grammar errors. Remember that your blog posts reflect your company; thus, you want to leave a strong, positive impression. The Internet is filled with poor English. Though blogs are typically casual in tone, it is no more acceptable to dismiss ordinary English than it is to wear sandals and a swimsuit on casual Friday.

A business blog is a superb tool for marketing, interaction, and sharing information. The tips outlined here will improve your blog in many ways, as well as generate reader interest and repeat traffic. Best of luck, and welcome to the marvelous world of blogging!

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