How to Start a Business Blog

Our previous article discussed the intricacies of having a business blog. We looked at the business rationale, the benefits, the costs and the legal ramifications. Now we’re going to take a look at getting started in more detail.

Consider the audience

What does your company do? What services or products do you provide? If you are using a blog to draw attention to yourself then the content should relate to the area you’re in. For example, a computer peripheral manufacturer might focus on hardware issues and post articles on Bluetooth compatibility. A horse training facility might feature blog entries covering the ‘how to’s’ of equine management.

Bring it into Focus

Bringing focus to a blog helps you become established as an expert in the field. The implication is that if you offer solid horse training advice, potential clients are more likely to give you their business.

Focus also increases instances of certain words throughout your blog, i.e. ‘Computer’, ‘Hardware’. The more times these phrases occur (naturally) throughout your postings, the more likely it is that the search engines will rank you under those terms.

It may take some time to find the focus for your blog. Initially you may choose one area and discover that all of your posts veer to another topic. That’s okay, it’s an organic process.

Find your Voice

While you are working on your postings notice the ‘voice’ you use. Are you strident or apologetic. Do you say:

“You must use a fail-safe backup system”

“It might be a good idea to use a fail-safe backup system”

The distinction is subtle but important. Likewise it is important to distinguish between fact and opinion. Where do you draw the line between your personal views the opinion of the company? When stating facts, always refer to a source and if possible link to that source. Not only is the ethical path, it also you establishes you as a source of inbound traffic on someone else’s site and draws you to their attention. With luck they will return the favor at a later date.

Percolate your Postings

Once you have your blog and you’ve settled on a topic, you need content. For most of us, blogging is a new type of activity and it takes a while to acquire an aptitude for it. The first step is becoming more aware of the conversations around you, items you read or things you’re thinking about. Start thinking, “Is this blog material? Does it match our focus?” Write down ALL of your ideas; you’re brainstorming so anything goes. Then, when you have a comprehensive list - keep the good stuff and disregard the rest.

Once you’ve established what you’re going to write about: break it down. Make a list of the things you plan to cover. These can be your sub-headings. Write a paragraph under each one that explains it in further detail. Sub-divide these sections into paragraphs and expand. Pretty soon you will have the basis for a solid posting.

The next step is key; DO NOT post what you have. Instead, let it sit and percolate. Leave what you’ve written a couple of days and then re-read it. This is especially important when the topic is contentious, i.e. the Net Neutrality Act. Make sure that you are operating within your Company’s guidelines because what you write is a reflection of the whole Company.

As you look over what you’ve written, ask yourself: Does it still make sense? Have you captured what you were trying to say? Are there any ways it could be improved?

Edit

Brevity is key with your postings. Blogs are frequently consumed while surfing the web and people are looking for bite-sized chunks of pertinent information. This is why lists are popular. Make sure you are distilling your message down to its essence.

Post regularly

The one thing that dooms business blogs to failure more than any other is lack of posts. Having a blog is a commitment. It’s a corporate outreach tool and it has to be treated seriously. Find a schedule that works within the constraints of other commitments (once a day, twice a month etc) and stick to it.

If possible assemble a bunch of completed posts if you know you are going to be too busy to come up with fresh content. Spread the load among co-workers. Different team members will bring different ideas and perspectives to the blog. Just make sure that everyone understands the focus and the voice.

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