Although business blogs are entitled to be opinion pieces rather than straight, hard reportage, when it comes down to the crunch, your opinion – no matter how much of an expert you are – by itself, usually isn’t enough.
After all, despite the informality and intimacy of the blog culture, if you want to be credible in a business context to your readers, you want to make sure that what you write isn’t hot air, yes? And unless you are a very well recognised expert in your field, this needs to be backed up – or it could be seen as bullsh*t.
And come on … don’t you agree that there are far, far too many business blog posts floating around in the cyber-wilderness which are utter, unmitigated bullsh*t? If you don’t know what I’m talking about, just check your junk mail folder. So you can’t blame readers (and your potential customers) for being a little sceptical about what you say, unless you can back it up powerfully. The answer?
Combine these two magic ingredients
One: fact-checked information. This is your key bullsh*t deterrent. Don’t assume, and don’t paraphrase unless you know the topic very, very well. It may take a little time but hey – in the current climate your business blog is becoming increasingly valuable as a pivotal marketing tool for your entire business. So it’s worth spending time on it. And soon you’ll get used to searching for facts and figures on Google with clarity and accuracy – check out this article if you want some more detailed help with how to do that without falling victim to inaccurate information.
Two: your opinion, slant, take, view, whatever you call it, based on this fact-checked information. This is not an ego trip or bragging: it’s what makes your blog post unique, even though hundreds or even thousands of other people may have written about the same topic. And it’s what your customers / clients, prospects and other readers will value because it’s unique to you, whom they like and trust. Don’t undervalue your opinions on business topics related to your own business: you matter, and what you think and say matter, too. Be bold, on the strength of accurate information and informed, clear vision.
Why so many bullsh*t business blog posts still hang around
Once again, take a look in your junk folder. Personally I think some of these bullsh*tty sites keep going because they haven’t been chopped yet by the effects of Google Panda and its babies, Google Penguin, or even the brand new Google Hummingbird which promises to favor niches sites … yee hah! Good news for us SMEs. I hope.
However business blogging bullsh*t is likely to continue lurking, perhaps under more sophisticated guises, but nonetheless far into the future.
Don’t let your business blog fall into that unpleasant and unprofitable trap.
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