Article
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!
For more articles on business writing and writing for blogs,
visit ElectronicWritingCourse.com or ReadabilityFormulas.com and
click on “Free Articles.”
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 website that offers free book publicity to book writers and
book publishers.
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