A blog is a vital component of any business website. This is where potential customers can get to know your company and learn more about what you offer. Moreover, a blog heavily influences a customer’s buying decision, which is why a high-quality blog is a critical driver in increasing sales.
Besides acquiring digital marketing services, improving your business blog is one of the best ways to drive traffic to your website and generate more leads. Here are some of the best ways to level up your business blog:
1. Get to know your audience better
First things first, who are you writing for? Writing for a general audience is not as effective as writing with a target audience in mind. And as a business, you probably already know who your target audience is. So if your business blog is not written with a target audience in mind, it’s high time to reevaluate the type of content you post as well as your writing style.
2. Break up chunks of text
In reality, people rarely read a blog in its entirety. The majority of readers scan an article instead, paying attention to subheadings and highlighted texts as they go along. Hence, if your blogs consist of large chunks of text, you might be driving off potential customers who want something quick and easy to read.
Break up your wall of text in short, easy-to-digest paragraphs. Better yet, use bullet points, tables, and numbers whenever appropriate to make your blog easier to read. Moreover, don’t forget to use subheadings to highlight specific parts of your blog and put emphasis on important sentences by bolding or italicizing them (or both).
3. Prioritize quality over quantity
Spewing half-baked blog after half-baked blog will get you nowhere. If anything, it can even turn away potential customers after they see a thousand blogs on your website without any real value. So instead of prioritizing frequent updates instead of producing high-quality content, turn it the other way around. Focus on quality over quantity. Hire skilled blog writers to create high-quality content. Get a proofreader or editor to ensure quality. Even if you produce fewer blogs, focusing on quality is most important.
4. Diversify your content
Writing the same slant over and over again is another easy way to turn off your audiences. Even if you have a small variety of products and services, it doesn’t mean you have to stay within that box only.
For example, if your products consist of eco-friendly packaging materials (we know, how can you write interesting blogs about something so boring?), expand your blogs to eco-friendly lifestyle topics. Write about sustainability in the home, how to put up an eco-friendly business, or different ways that packaging affects the planet. It can be challenging to diversify your content at first, but you will soon get the hang of it, especially if you also consider the different perspectives and ideas of your team.
5. Avoid lengthy blogs
Most blogs have a word count between 400 and 500 words. Some in-depth blogs can go up to 1000 words or more. The length of your blog largely depends on your topic; some topics can be discussed in 500 words or fewer while some are too complicated to discuss under 1000.
However, for most of your blogs, it’s best to stick to a word count of 500 words or fewer. Remember that people don’t read blogs; they scan. If the topic cannot be discussed in less than 500 words, consider breaking it into a series.
6. Write with a personality
You have your brand persona. Now, make that persona shine through your blogs with your writing style. In doing so, you can make your readers feel that they are reading something written by a human, not a faceless corporation who wants to take their money. Thus, minimize the sales pitch, tone down the corporate voice, and write with your brand’s personality in mind.
7. Research and fact-check
Posting well-researched articles help you build authority with your business blog. Moreover, it decreases the risk of having someone call you out for posting misleading information on your blogs, which is something that can tarnish your reputation. Research your topic well, check the facts, and verify anything that needs to be verified.
Maintaining a blog on top of running a business is not an easy feat. If this is the case for you, delegate a member of your team to handle the business blog or handle it yourself while you pass some of your work to others. Whatever you do, do not de-prioritize your business blog. If you must, hire digital marketing services to ensure that your blog is being well taken care of.
Do you have other writing tips? Please share them with us in the comments below.