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Home::Blogging
How to Write Effective Copy for Your Company's Blog
Author : 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!
For more articles on business writing and writing for blogs,
visit http://www.ElectronicWritingCourse.com and click on "Free
Articles."
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