As 80s pop sensation Bananarama once told us, ‘It ain’t what you do, it’s the way that you do it – that’s what gets results.’
That’s an important nugget of wisdom for anyone planning a corporate blog. With today’s commonly used and relatively simplistic web design and content management software such as WordPress and Wix, even the most technically challenged of us should be able to post their news and views, given a little training.
But just writing your blog isn’t enough; with so much content to choose from, people browsing online tend to read only well-written, interesting posts, so you need to make sure your blog engages, informs – and even entertains.
Writing great blog posts that do you credit can take time, but it’s important to get it right. That’s what makes blogging a perfect task for outsourcing. With a simple brief and a steer on the ‘voice’ you’d like to use, a good communications professional can research and write blogs on any topic you wish. They can even put together a schedule for regular blog posts to help keep your voice out there.
1. Catch your readers’ attention from the start
Give your blog post a clear, concise title and don’t beat around the bush. For example, we got straight to the point with the blog on ‘Nursing a person, not just their illnesses’. which we developed together with an NHS care home manager for a national initiative.
2. Find a newsworthy angle
You could try to pick up on an issue that’s hitting the headlines today, but if you’re controversial be prepared to receive some unsavoury comments in return. Alternatively, offer your opinion on ‘hot topics’ within your industry – as we did with this blog we wrote with a leading figure on the NHS England new care models programme, or update readers on news from within your own company.
3. Add value
Give your visitors the option for some extra background reading by referring to and giving a link to other relevant information that’s been published online. For example, we worked on a series of pieces for one client that discussed the seven stages of entrepreneurship and guided readers through the process with lots of links to supporting information.
4. Don’t go quiet
People will quickly forget about you if you disappear for a while. Once you’ve taken the plunge into blogging, keep going.
5. Include a ‘call to action’
Writing a blog that’s interesting is one thing, but one that inspires your reader to go to your website for more information, share their views or even place an order with you is even better. That kind of interaction is the result you’re really after with social media. Make sure your blog post tells the reader what they should do next – as we do here!
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