Writing by Brick Marketing in Content Marketing
The decision to launch a business blog should not be taken lightly. It’s a big commitment. Perhaps the most difficult thing about owning a business blog is keeping it active. So many businesses set out with good intentions only to leave their blog hanging after a few months. If a website visitor clicks over to your blog and sees that the last post was from three months ago, it just looks unprofessional.
We get it, it’s tough to create website content on a consistent basis. “What do I write about today??” is a common plea for blog content writers. What many business bloggers do, just to fill that void, is use the blog as a place to share news. This is OK to an extent, but the blog needs to be more than a news page.
If your business is in an industry that is frequently changing, there may be plenty of news to discuss but you don’t want to simply rehash what can be found on another website. The point of a blog is to bring some brand personality to the table. If you are going to write about news going on in the industry, you should somehow bring it back to your business. How will it affect your business in particular? What is your company’s view on the topic? How do you see this news changing the industry? You don’t want a blog post about industry news to look like it could have been found anywhere. You still need to inject your brand’s tone and voice into the post.
Another mistake that businesses make is include a link to another source that discusses the news and only include a few sentences about what they think. Sure, this may fill some kind of blog post quota that the higher ups have designated, but it isn’t really a quality post. If you promote the post at all, people that click on it will feel duped. If you aren’t posting anything of substance and are simply sharing the work of others, you certainly won’t be viewed as an industry expert.
Sharing news about your actual company is often the better approach for how to use a blog, but still shouldn’t make up the majority of posts. A blog shouldn’t be promotional and sharing company news can occasionally blur that line. If every post is about your company, people will begin to tune it all out.
The majority of blog posts should be informational topics, and preferably on a subject that is timeless. This may be difficult to do in an industry that is always evolving, but even if it’s relevant for a year that’s still good. The reason for this is because you can use it for a longer period of time and it will still be relevant once it ranks for specific keywords in the search engines. In some industries, what people are searching for changes so infrequently. If you own a hair salon a blog post on how to curl your hair will still be relevant in a few years since it’s doubtful that hair curling technology will change much.
It’s OK to share important industry news or company news on your blog, but it shouldn’t make up the majority of blog content. The best blog content are the posts that will still be relevant more than a few weeks into the future.