Writing Better Business Blogs

Posted by on Jun 7, 2011 in General | No Comments

To help a businesses promote itself, blogs are the perfect medium to attract new customers, communicate with current customers, gather feedback and increase brand awareness all which can influence search rankings. My work in medicine over 20 years writing reports along with countless hours of reading online and in print have helped me tremendously in writing better business blogs. I hope to pass on those lessons learned. What’s important is to stay professional, ensure readability and impart credibility.

Keep it Professional – Loose the Jargon

Nothing is worse than stuffing a post full of technical jargon to appear like an expert when you’re really hiding behind that jargon and are not informed. It’s much better to tone it down, speak to your audience in a conversational manner. It’s also best to speak a notch above general advice where you speak in such a way that you are the expert and the tone and match of your words show that. And it’s always best to use a dictionary online as well as a thesaurus. This way you can write in a way that speaks to your audience, are jargon free and speak to the lowest common denominator. I read online somewhere that most people on the net read and write at a 4th to 8th grade level. With that knowledge, you are surely best to offer conversational writing that most can understand.

Keep Your Audience in Mind

Who’s your audience? Bioengineers, software engineers, college students, tech-savay users of the net? Depending on that audience will dictate the level of vocabulary and tone you will use. Knowing your audience is so important that without that knowledge you’re writing in the dark. Know your audience, write for them, speak with them and you’ve won some friends. Before you start any blogging, know your audience and write consistently for them.

Use as Few Words as Possible

It’s best to use as few words as possible when blogging. Remember, users scan a page they don’t read. Get the important information out there without the clutter. Users will appreciate the streamlined writing for their time is valuable. Writing without the clutter shows you care.

You want to write in such a way that’s easy to remember and relatable. Whenever you’re done with a blog post, go back and delete or change as many words as possible without changing the meaning of the prose. Short and to the point. That’s how you should be thinking.

Get to the Point

I learned this years ago in my technical writing classes in college and the same holds true today when writing for the web. Use the inverted pyramid method where all the main points come first and work sequentially down from there with the less important information. In other words, tell them what you’re going to tell them, tell them and then tell them what you just told them.

An additional benefit of this method is that search engines index content from the top-down. Think about it. You have exact control over what content is indexed

It’s also good to use summaries or conclusions with inclusion of them in H1-H6 tags for SEO benefits. This way your SEO work is paying dividends because each H1-H6 tag is indexed by the search engines and can be used for finding your posts.

Use Citations

With blogging becoming a form of legitimate journalism, it’s best to treat it that way. That means use of proper citations of facts, figures, sources and related stories. This not only reinforces the legitimacy of your business blog but it also helps other bloggers and organizations become aware of your presence.

As we all know, the speed of a website’s page load time is important. It is also important, as Google states, that quality of content is critical. Take a few extra minutes to ensure accuracy will have more than long-term affects. In addition, when other bloggers see you using citations, they are more likely to help you promote your content because they see you sharing other’s content and see you as a valued resource.

When writing blogs for business, remember your target audience, loose the jargon, get to the point and use citations. Provide the audience reasons to trust your blog and they will return again and again. Share other’s content, link to other’s posts and watch as you become an authority on the web with your SEO rankings always increasing.

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