Ask just about anyone in marketing and advertising if your business should have its own blog, and they’ll likely respond with an “are you kidding me?” look. We agree. Blogs are beneficial. However, bad blogs can leave a blemish on your brand. So, how do you avoid bad and produce something compelling? We thought you might ask.
Cure for the Common Headline
Many bloggers consider it the most common blunder. Bad headlines. Shoot for something snappy. A play on words usually works. It draws on the familiar. Look to idioms, phrases and titles. The title of this blog was inspired by Dylan’s album, Blonde on Blonde, but it’s still a decent headline even if someone doesn’t get the reference. Question based headlines and titles work. Many of your customer’s searches are framed as questions. “How do I…?” “Is there a way to…?” You can try keeping track of questions your customers ask and turn them into headlines and subject matter.
Don’t Bury the Lede
The “lede” is the opening of news story, generally the most important information you are trying to convey. For example, “Five members of the County Board of Supervisors have resigned.” If it takes four paragraphs to get to that statement, the lede has been buried. Generally speaking, it’s the same with blogs. Attention spans — especially online — are short. Your opening has to hook them.
Cultivate a Company Voice
Your company’s blog should speak with your brand’s voice. It should look like you and sound like you. Even the most formal approach should still sound friendly. Even though you are a business, be human.
It’s Not Really About You
Don’t turn your blog into an ad. Use it to entertain and educate about subjects you know. Don’t use your blog to sell your product, use it to give your brand added awareness, personality and credibility.