Business blogs are now being used by a myriad of companies, from Microsoft to RingCentral. Both already have quite a following, which means that they did it right. If you want your business blog to do its intended purpose, here are things you should not do.
- Be behind on your headlines. Write temporal blog posts. Being relevant to current events is a great way to attract people to read your blog but make sure what you are posting about is still a hot topic. If you are even a day late, you might miss your chance to make a blog post about it count. If you have delay your post for a week or so, you will just seem like a latecomer and people most likely know everything they want know about the event you wrote about. Keep your eyes peeled for any breaking news and try to be a forerunner or get a historical event and provide some fresh perspective.
- Entitle your blog posts just for the sake of making them catchy. More often than not, they will be misleading and that is an easy way to lose readers — if you already have any. One of the examples of businesses that use business blogs, RingCentral, uses straightforward headlines. It gives the reader an idea of what is in the post and does not make them think it is about something else entirely.
- Make posts that are opinionated on topics you are not an expert in. Post about what you know so that you come off as an authority on the subject. If you are dabbling in other fields where you know only the basics, there is no harm in doing some research and using information from people who are experts in the subject. Just do not forget to give credit where credit is due and mention your source. This will let readers know that your information is accurate and not just what you think.
- Post entries for the sake of posting them. It is important to have a schedule and to post regularly but when you find that you have nothing interesting or of value to share with your audience, you are better off not posting anything at all. People will know when posts are uninspired and written for the sake of writing.
- Tell people things they already know. There is no fun in listening to a story that you have already heard many times before and with blog entries, this is true as well. You want readers to gain something from reading your blog and by giving them common knowledge, you are making your blog less valuable. If there is an issue that everyone agrees with, do not take the opposing side just for the sake of novelty. However, if you really do take the other side on an issue, it may be time to write an entry. Just make sure you give reasons that are logical and not driven by emotions. After all, it is still a business blog you are writing for and not a private journal.
- Try to be someone else. If something works for another person, such as their style or writing personality, it may not work for you. A business blog will not require you to have the writing skills of Dostoevsky or Bulgakov. Write as clearly as you can, as simply as you can. As long as you have your own personality in the post, it will show. There is always an audience that will appreciate candor and honesty.