Blog writing should not be exclusively left to professional blog writers. While having bloggers write about your company or product can prove to be beneficial, the best people to write about your brand, with authenticity, are the people that work there. The people that work at your company are the people that are passionate about your brand or product and will naturally create content that works to showcase your company in the best light. By having a brand blog, you are creating a brand communication strategy and can start conversations around topics that are beneficial to your company and answer questions that prove to be the most helpful to your readers. To create quality content always keep your readers at the forefront of the writing.
First Things First
While there are tons of articles and tips on writing a brand blog and how to best keep at it, it is essential to start off with a definite beginning in the post. When it comes to blog writing if you do not capture your reader’s attention in the first paragraph than chances are they will not read your post till the end. Other factors to think of: how you share the post on social media, the photos in the articles, and the keywords used to help boost SEO results. It is essential to be conscious of the words you are using, the image you have chosen, and how you are showcasing the information. Address the issue, but make the readers life easier with the answer.
Find a Viewpoint
Be concise and clear when writing a blog post. You want the reader to finish reading the blog post and to be able to absorb all the information and understand it. Be clear about your viewpoint because when you are not, you come off as wishy-washy and lose credibility to your reader. When making claims and stating ideas, it is important to have details and information to back it up. If the information that you are using links back to another part of your website, use it! Linking back not only builds credibility with your readers but also with the search engines. The more your readers understand and gain information from your blog posts, the more likely they are to come back and read.
Write in Your Voice
Your company has a voice, and when writing your blog posts, it works best to carry that same view. Keeping one unison voice for your business helps your readers relate to the brand and they can build a connection and loyalty to your company. When picking a voice, there are many different factors to consider, the formality, the helpfulness, and the ratio of information vs. anecdote. The easiest way to find your company voice is to think of the people using your service or product and keep in mind their demographic information, so your voice is relatable to them. While some topics may require a change in view or pace, it is important to limit how often you do this. Notably, in the beginning, it is better to let your readers get comfortable with the tone.
Structure is Key
Structuring posts with different headlines, let’s your readers skim a topic when they are in a rush, and find the parts that are most helpful to them. Structure helps to keep the subject concise and organized, it breaks it up into subtopics and keeps you on track when you are reading the topic, and writing your blog post. However, do not be afraid to vary your structure occasionally, this gives your blog posts a more organic feel, and will allow for you to find a format that your readers prefer and one that holds their attention best.
Keeping a brand blog is a great way to get the word out about your brand and to also draw traffic back to your website. Don’t be afraid to try it out and get creative! If your blog writing is for your readers, you can’t go wrong. In fact, through blog writing, you might even end up finding new ways to connect with your readers and improve your business.
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