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Business Blogging: Knowing What to Say

Posted on: February 10 2011 | Posted in: Client Help

One of the best things you can do for your company’s website is write regular blog entries. Blog posts create additional content for search engines, and your clients also have the opportunity to connect with you in a more personal way.

While many people will feel they simply can’t make any more time in their day for something like a blog post, the real hurdle to regular posting is coming up with the subjects of your writing. If you know what you want to write about, a blog post takes no longer to write than an informative email message. It’s the initial planning phase that becomes more daunting than anything else. Due to the convenience of modern content management systems, posting blogs has never been easier. But, the systems still do not do the difficult work of brainstorming the posts for you.

The No-Brainer Posts

Are you having a special event or sale at your business? You need to let your clients know! Get the word out there in as many ways as possible, starting first with your own blog. Give people all of the necessary information they need to find your event, what they need to bring, and what they can expect. You are still writing on your own website, so make use of helpful links within your site to other informative pages (maps, contact us, etc.).

After the event is over, be sure to write another post in order to let the public know how well your sale or event went. If you can, publish photos of the event. Let your audience see real people engaging with your business. This moves your blog from an event advertisement system into a hub for community.

When You Have to Work for It

You can’t always have upcoming special events. Sometimes, in order to keep up regular communication (no less than once a month, hopefully no less than every other week), you have to generate your own material.

Here are some suggestions to find something worth saying on your blog.

  • Does your service or product relate to a current national or regional news story? During the aftermath of the Oil Spill in the Gulf last year, restaurants in the New Orleans area needed to let their clients know that their seafood was not contaminated. Hotels needed to reassure their guests that the Oil Spill was not close enough to close down any of the attractions of the city. Blog communication was essential.
  • Is there a “hidden” aspect of your business or service? In your day to day routine at work, look for those features of your business that people do not seem to know about. Does your hotel offer a substantial discount for guests that stay more than three nights? If so, is the public aware of this information? Guests will want to stay for additional evenings when they have all the facts.
  • What area of your business are you most passionate about? Share your enthusiasm with your current and potential clients by sharing what you enjoy most about your job. Enthusiasm is contagious, and people love to know that they are doing business with people that care.

And Remember…

As with all website content, make sure you keep your audience in mind. People will care about what you have to say if you can show them how the information will benefit them. Do you know how to fix kitchen sinks? Give people useful tips on unclogging their drain in your blog. You can sell your services on the rest of your site, but focus on giving information or news in your blog. If people rely on your blog, that trust will eventually transfer to your product or service.

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