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HOW TO WRITE
EFFECTIVE COPY FOR YOUR COMPANY’S BLOG by Brian
Konradt
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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 or
http://www.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 free website to help authors
promote their books.
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