Photo Credit: Leonardo Holanda
Often taken for granted, blogs vest organizations and businesses with the power to write their own stories. The articles informally publicize events and brief readers on developments within an organization, providing the power to keep open lines of communication with customers on their terms.
As the Chief Content Curator at The M Network, I am responsible for working with clients to construct blogs that our teams then stream and promote across various platforms. Through this exchange, I have the opportunity to coach writers at different levels on compelling storytelling; along the way, I have compiled my top five best approaches to effective blogging. I hope you find them helpful!
- Understand your Audience
Perhaps it sounds too basic, but you will be surprised how many writers skip this step! Start by understanding your audience. Who are they, and what do they care about? Then ask yourself, is there an aspect of your business, unbeknownst to the general public, that some could find of interest? Intriguing your readers ensures you engage the existing audience while attracting a new one.
Another suggestion is to leverage the power of your content by inviting industry partners to co-write articles for blogs. The ensuing ripple effect will help bridge the stories on your platform; the more shares an article receives, the more impact it can make.
- Determine the goals of your post
Know the article’s goal and state it in your title. In outlining your work, thinking ahead and planning are critical. For example, one way to intrigue readers is to begin your article with a question to capture their attention. Then, consider presenting them with “top secret information” to tap into their sentiments and impress new ideas upon them. A fresh take on a subject can help your audience walk away from a blog gratified and inspired with new knowledge.
- Quantity and Quality go hand in hand
As you author articles for your organization, think of yourself as a professional blogger. For instance, start by setting word limits to keep your work in check. (Did you know professional bloggers get paid by the word? They are experts at making each word count.) The trick is controlling the storyline, pacing, and approach while making the article feel like a conversation. With blogs, the quantity of words doesn’t necessarily equal quality.
- Blogs are a CONVERSATION
Preserving the essence of CONVERSATION is fundamental to blogging. Understand the organization you are writing for and the platform you are writing on. Look to develop a voice for yourself, your company, or your organization, and discover a proper tone. Making an audience feel uncomfortable is an instant turn-off, so don’t ever feel you NEED to detach your personality from your writing. Feel free to include your isms. Using a casual and informal tone when making a personal connection with the reader will ALWAYS engage and entertain them.
- Don’t expect an Immediate Return on Investment (ROI)
Connections cultivate community and lead to new business; whether you see an immediate ROI or not, online communication is a building block and tool for engagement. Once you establish that connection, you will start assembling your audience; just be prepared that the benefits may come later. As you nurture the community you have created, the relationship will build upon a shared interest in your brand. So, it’s only logical that your measurable results will grow with the boosted degree of your influence.
Finally, and maybe this should be tip number six, but it’s short and sweet, so consider it a freebie – don’t forget to have fun when blogging! When you love what you are writing about, it will show in results.