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HOW TO WRITE BETTER COPY FOR YOUR COMPANY’S BLOG
by Brian Konradt
Weblogs, more
commonly known as blogs, are spreading feverishly across the Internet.
According to Robyn Aber of Cisco Systems Inc., about four million blogs
populate the Web. Though most private individuals maintain blogs, many
companies are beginning to launch company blogs to communicate and interact
with their clients, customers, and the public.
How can you create a
company blog that outshines and outlasts every other blog? And how do you
hypnotize readers to keep coming back? This article provides tips to write
effective, attention-arresting blog copy and shows how you can develop reader
and customer loyalty.
1. WRITE CONVERSATIONALLY.
The
most engaging blogs speak to their audience in a casual and conversational
tone. A big benefit of a blog is its ability to speak to readers in a way that
is personal, candid and straightforward. Write your blog the same way
you’d speak to your audience, face to face. The personal element is almost
always what attracts people and keeps them coming back to your blog.
Amy Joyce of the Washington Post says, “Web logs—or
blogs—started as a way to talk about new technologies, vent about life and
interact in a no-holds-barred forum. Since blogs became the next big thing, an
increasing number of companies have come to see them as the next great public
relations vehicle—a way for executives to show their casual, interactive
side. But, of course, the executives do nothing of the sort. Their attempts at
hip, guerrilla-style blogging are often pained—and painful.”
To avoid this pitfall, simply be yourself. The best blogs reveal the
interests, opinions, and personality of the writer. Your perspective, personal
and professional, is unique in all the world. Let it shine through, and your
blog will automatically be one-of-a-kind. An interesting blog will bring back
customers again and again and will generate priceless interest in your company.
2. TELL STORIES.
Readers want to know things they
already don’t know about your company. They want to know what the
products, services, people, challenges, and innovations in your organization
are really like. If you give them a glimpse of the inner workings, express your
opinions boldly, and tell engaging stories, you will foster reader interest and
loyalty. In a biography, both interviews and quotations usually are the most
intriguing parts. Think of your company blog as a business biography.
Personalize it with your unique thoughts and perspective.
3. MAKE
IT PERSONAL.
Write about what you know. Draw from your expertise
to inform the public about the finer points of your business. Detailing
development ideas, setbacks, successes, and reactions reveals the human element
and engages the reader. It’s fine to talk about new products and
innovations, but blogs devoted mostly to marketing and promotion are the most
boring and least popular of company blogs. Make these topics more appealing to
readers by framing such announcements with personal impressions and insights.
Customers want to feel a kinship with the brand. Letting them in on the details
of your business will make them feel part of your company culture and increase
the chances of their lifetime loyalty.
4. UPDATE FREQUENTLY.
Once you have established a good reader base, offer new insights
regularly to reward surfers for coming back. Not only does this provide more
information and exposure, but it also reflects that your company is active and
on top of things. Link to current articles from other sources to keep readers
abreast of developments in your sector. A rarely-updated blog feels stale and
tired. This is not the reputation you want your company to have!
5.
ADHERE TO COMPANY RULES.
You are personally responsible for
whatever material you publish on your company blog. Respect the confidentiality
of your organization and employees. Though you may express disagreements or
concerns, do not make personal attacks or use the blog to air petty complaints.
Do not reveal proprietary information; and avoid discussing revenue, share
price, or other financial statistics. Observe copyright law, and quote sources
as you would in any other document. Make sure what you write in the company
blog reflects the company’s goals. Keep in mind the ultimate goal of most
company blogs is to increase visibility and promote the exchange of
information. While most companies allow and encourage blogging on company time,
you should avoid letting your writing time interfere with your regular
workload.
6. WRITE GRAMMATICALLY.
Finally, make sure
that what you write is grammatical. Your blog entries reflect your company, and
you want to give the best possible impression of the organization and its
personnel. The Internet is rife with bad English. Though blogs tend to be
relaxed in tone, it is no more appropriate to ignore standard English than it
is to wear flip-flops and swimming trunks on casual Friday. Use a program like
StyleWriter ( http://www.StyleWriter-USA.com ) or White Smoke (
http://www.WhiteSmokeSoftware.com ) to find and fix
embarrassing grammar mistakes and help you write like a pro.
A company
blog is an excellent tool for promotion, communication, and information. The
tips outlined here will help elevate your blog and generate traffic and
interest. Good luck, and welcome to the wonderful world of blogging!
ABOUT THE AUTHOR
BRIAN KONRADT is a freelance writer and founder
of FreelanceWriting.com (http://www.freelancewriting.com), a free web site to help
writers master the business and creative sides of freelance writing; he also is
founder of BookCatcher.com (http://www.bookcatcher.com), a free website to help authors
promote their books.
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RECOMMENDED RESOURCES
1)
The Weblog Handbook: Practical Advice on Creating and
Maintaining Your Blog by Rebecca Blood
2)
Publish and Prosper: Blogging for Your Business by Dl
Byron
3)
The Corporate Blogging Book: Absolutely Everything You Need to
Know to Get It Right by Debbie Weil
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