Blogging is great – as I wrote in my previous article – but it can easily go wrong, so here are some of the more important dos and don’ts that you need to be aware of before you start!
- Use your own voice, but make sure it’s in line with your brand
- Be open and honest – show your personality
- Create your own content
- Vary what you post: switch between videos, images, and prose
- Be conversational: you want to talk to your clients, not talk at them!
- Spread the word about your blog: link to it on your social network sites, and make sure it’s in an obvious place on your website
- Get involved with the blogging community: comment on other blogs, find similar people to you, invite people to write for you
- Update regularly and routinely: make a schedule and stick to it
- Link to other useful sites: be a useful resource for your readers
- Be a source of help: offer information and practical advice
- Write for other blogs, and get people from other blogs to write for you: spread your authorship and authority
- Have a variety of writers: use your director, sales manager, sales assistants, allowing readers to get a feel for the entire business, not just the top end!
- Promote your business all the time! This isn’t the place, and it’ll quickly switch readers off
- Hire a copywriter who a) doesn’t understand your tone and style, and b) couldn’t care less about what you stand for
- Regurgitate content posted on other sites
- Write badly: if you’re not a natural writer, there are plenty of sites that can help you
- Forget about your audience/customers: don’t write for yourself, think about what will interest people
- Lose direction or focus – it’s good to have a variety of posts, but readers should know what to expect. Pick a subject and stick to it!
- Forget about style and design: try to create your own theme, instead of relying on the most popular designs. Make it look like yours, and in line with your website’s design
- Be salesy! People try and directly sell their products, but it doesn’t work. This isn’t the place
- Just publish: it’s vital to proofread, re-read, edit!
- Outspokenly insult people or businesses: you must be careful! Not only is it unprofessional, but it could also be libel. If you’re not sure about something, don’t post it
- Alienate yourself: unless you run a political or religious business, stay away from these subjects, and other controversial topics. Use your own personal blog for that.
You’ll hopefully now be on your way to tackling the ins-and-outs of blogging for your business, and have a good idea of where to begin.
Paul Lewis is director of marketing at MOO.
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