Writing for a company blog can be tough business (excuse that awful pun).
Treading the line between being inappropriate and being as dull as John Major’s sock drawer is not easy.
However, there are some techniques that you can adopt to make your posts interesting and ‘on brand’ at the same time. Master these skills and people won’t ever think of your blog as ‘just’ a business blog.
Being funny is one of the greatest assets any writer can have. It puts the reader at ease and is generally just more interesting to read (obviously it can backfire – see the above pun)
Just because you’re writing for your business doesn’t mean that you can’t inject a little humour in to your words. In fact I urge you to make it funny – I am so bored of seeing business blogs that read like the instructions for building a cardboard box. And I know I’m not the only one.
Recommended for YouWebcast: Winning with Data: Drive Leads & Marketing ROI across All Channels & Campaigns
It doesn’t have to be comedy gold (if it did, I’d have been out of a job ages ago) but little quips and one-liners, puns and plays on language can really jazz up an article and make it fun to read.
Now obviously there’s a time and a place – if you’re writing for a semi-academic, or serious business blog, throwing in mother-in-law gags may not be appropriate.
That doesn’t mean you can’t aim for a little smile though. No one will ever be annoyed that you made them laugh – they might be annoyed if they spend their valuable time reading an article that bores them to tears.
Using Informal Language
Jargon and technical language are very off-putting for readers, even for those with an understanding of the subject matter, because it just makes reading harder – and no one likes things that are harder than they need to be.
Keep it simple, short and sweet as much as you can.
Any big words that are absolutely necessary can make the cut, but if you’re saying in three syllables what can be said in one –trash it.
Plain English is the best way to appeal to a broad audience – there’s no need to discombobulate them with voraciously perplexing syntax.
Now that’s not to say you shouldn’t use your blog to market your business – that’s the whole point! What I’m saying is mix it up.
Have posts from other authors on related topics or just for the hell of it, post a picture of a cat doing back flips once in a while.
Think about what you yourself would prefer to read – an informative blog with some industry news, funny pics and opinion pieces on various subjects or a company blog that posts an article each day talking about the latest company news, industry news that specifically applies to the business and always manages to fit in twenty links to itself and its products?
The answer’s kind of obvious isn’t it?
While sex may sell in most industries, for bloggers it’s all about personality.
Make your words stand out by letting your own weird and wonderful characteristics shine through.
Really it comes down to three simple words that you should remember every time you write a post –
DON’T BE BORING!