3 Best Blogging Practices

Written by: Jason Bayless | August 17, 2015

Social media plays a significant role in marketing a business today. Although traditional media like print, radio, and television are still effective promotional tools to some degree, more companies are establishing an online presence using a variety of social media.

Blogging is growing in popularity as a meaningful way for companies to build positive relationships along with a substantial client base. From recruiting new customers to maintaining current clients and connecting with the local community and industry, a company blog is an essential marketing tool. While a blog can be written from many perspectives, or from a main speaker with occasional guest writers, typically a blog is based on one or two authors who represent the company to the public. Here are three best practices in developing a company blog.

Target your audience.

Although bloggers would like to attract the attention of all readers everywhere, it is far easier to target a specific audience of readers for a company’s products or services. Writing for a certain group of people who share similar characteristics like age, socio-economic status, and perhaps gender helps a blogger to focus on relevant topics that will appeal to the group. The writing voice and tone can be tailored to meet the group’s expectations or pique their interest.

For example, a women’s clothing store that wants to promote career fashions will want a blog that caters to this particular shopping sector, such as how to dress to satisfy a typical office dress code. A farm equipment business might adopt a common-sense, practical approach to discussing agricultural issues and farming trends. Knowing the prospective readers’ interests will help in choosing topics and a style of writing that will keep readers coming back for more.

Publish frequently.

Blogs can be published whenever a company wants to do it, or as time permits. However, the best blogs are those that are published routinely, for example, three to five days weekly. Knowing when to expect the next blog post cues readers to look for it and develop the habit of reading regularly.

Blog posts don’t have to be very long. They can average from 300 to 600 words, although some may run longer. Photos, graphs, charts, and other enhancements can be added for special effect. The blog posts may differ in length or features that are included, as desired.

Utilize current events and news.

Although blogs can be written on a wide range of topics related to the company or business, it is a good idea to look for current news items or industry events on which to comment. This engages the blogger, and by extension the company, in cyber conversations taking place throughout the Internet and underscores the blogger’s online presence and knowledge or authority.

For example, a hair styling shop may want to publish a blog post that discusses hairstyles of leading presidential candidates during an election year. A rehab program blog could discuss recent news stories about the heroin epidemic. Whatever the company’s business, the blogger should be able to find trending news stories to write about that will catch readers’ interest, especially when associated meta tags are used.

Combining other social media, like Twitter or Instagram, to coordinate with a company blog multiplies the opportunities for being noticed on the Web and building a fan base of followers.

Bloggers don’t have to hold college degrees or a top company position. They just have to be decent writers with a flair for capitalizing on topics and news that readers will enjoy. Overall, a business blog is an inexpensive and yet extremely useful way to promote the company with a relatively minor investment of time and talent.