Blogging Best Practices
Blogs are a cornerstone of inbound marketing, since most people (including your prospects and customers!) read 5-10 blogs regularly and companies that blog 15+ times per month get five times more traffic than companies that don’t blog.
Thanks to technology, any idiot with a tablet, laptop, or smartphone can be a blogger, and that’s not always a good thing! Writing about what you ate for breakfast belongs on Facebook, not your blog. So we’re here to offer some tips on writing a blog that people will lust after (figuratively speaking, of course) and recommend to their colleagues.
- Write about what you know
Sound obvious? There’s a fine line between a blog and an op-ed article. When you write a blog, readers expect that you actually know something about the subject you’re blogging about. If your opinion exceeds your expertise, save your thoughts for a letter to the editor.
- Write about what you’re passionate about
Assuming you’re following rule #1 already, write about topics that really excite you. When you’re passionate about your subject, enthusiasm jumps off the screen and engages your readers.
- Have a conversation
You’re not writing a documentary. Pretend you’re talking to your best friend or colleague as you write. Once you’ve gotten the words down, try reading them to someone else to see how they sound. If you’ve ever sat through someone reading a speech rather than ‘delivering’ it, you get the picture.
- Keep it simple and short
You don’t have to follow Mrs. Scanlon’s 9th grade English composition class. Don’t worry about comma splices and dangling participles. Use simple language and lose the technical terms. That said, if you’re a crappy speller with stinky syntax, have someone else read and edit your work before you put yourself out there. You want people to understand what you’re saying without needing a spell checker or a mental machete to hack through a jungle of jargon. And keep it short—300-500 words or less if possible.
- Include a call to action
Presumably you’re writing a regular blog not only to opine on topics near and dear, but also to establish and maintain a thought leadership position in your industry. And you’re doing that, presumably, to attract prospects and customers. Include a call to action in your blog. Leave readers wanting more, and give them a way to get it. Invite them to comment on (or challenge) your blog posting. Provide a link to more info on the subject. Give them a button to click on for a free white paper, video, or other swag.
There are as many blog tips out there as there are blogs. These are our favorite five. What have you learned as a blogger?