Don’t blog when you have nothing to say
Sometimes you may sit down to write a blog post and draw a complete blank. If this is the case, go and do something else, don’t feel you have to write a blog post just for the sake of it. Writing a blog post without much thought will only serve to devalue your blog in the eyes of its readers.
Keep it relevant to your business
There’s nothing wrong with getting your personality across in your business blog posts but be careful not to overstep the mark. If people are reading your business blog they aren’t interested in what you did at the weekend or any other personal information you may want to share; keep that for a separate personal blog.
Lay out your blog posts so they’re easy to read
If you want people to actually read your blog posts then make sure you don’t put any barriers in their way. Laying out your blog posts using bullet points or numbered lists will help make them easier to read and scan through as opposed to large chunks of text.
Vary your blog posts
If you continually blog about the same topic again and again people will soon get bored with your business blog. It’s worthwhile to put some thought into what you’re going to write about and whether people will really want to read it. Another good way to vary your blog posts is to share the responsibility with a member of staff.
Monitor your blog comments
Your blog should be an interactive feature on your website so it’s good to allow people to comment on your posts. However, you’ll need to make sure your content management system is set up so you can review all comments before putting them live on your site.
Commit yourself to blogging
It’s easy to start off blogging regularly only to tail off after a few weeks or months. The key to a successful blog is to post regular, relevant and interesting content so it pays to make time to write content on an ongoing basis.
Don’t try the hard sell
Using your business blog as simply another chance for a sales pitch will do nothing for your bottom line or credibility. Many small business owners make the mistake of trying the hard sell through their blog posts rather than providing interesting content people want to read.
Your blog is an important part of your business and as such you should treat it professionally. The quality of your spelling and content matters because your blog is a reflection of you and your business. It’s wise to get someone else to double check your posts before making them live online.
Make it easy for people to find information
As with your main website the navigation on your blog should be clear and simple. Categorising your blog posts is a good way to make it easy for people to find the content they are interested in.
Add some background information on yourself
Having a picture of yourself and some background information lets people see the person behind the blog. This can help give your business a public face and a friendlier reputation.
Jamie Fairbairn is experienced in local search & online marketing and has worked with many small business owners to improve their search engine rankings over the past 10 years.