There is a lot to read these days, and most of us only have time to skim. What will draw a reader to your blog? Simply put, your blog must be more interesting than other options. To write what is interesting, you must know your intended audience. Write about what you know will benefit your readers. Are your readers interested in cutting-edge technology? Do comparisons and reviews interest them? How about how-tos and first steps? Compiling research will help many readers by summarizing several articles into one location. Think like your potential reader and begin to write.
Once you know the interests of your intended audience, you are ready for the next step: Keep the tone in mind. What would your potential clients/readers sound like if you invited them to chat with you over the phone? In the office? On Zoom? If the client you envision is professional, write professionally, using technical jargon and concise language. If the potential client you desire is business casual, perhaps an up-and-coming entrepreneur, write in a more casual tone, filled with personal pronouns, experience, and reflections. If your client is a creative type, engage a creative writing style using descriptive words, metaphors, and similes to keep the client engaged. Strong interpersonal communicators adjust to the communication style of the person(s) with whom they are speaking. Strong bloggers should be able to do the same.
With your audience and tone in mind, consider who within your organization can write a blog. Varying the voice and ownership for blog production can keep your website fresh and engaging, leading to more success. If you do not have the funds to support a full-time writer on staff, solicit potential writers to join an internal blog pool. Tap the shoulder of someone creating a new product or offering a unique service for your company to write about it. Offer incentives for blog production and hits. Rewards do not have to be costly — perhaps an afternoon off to write or a coffee card for a finished blog will be enough to engage more voices. Writers like to see their work published and appreciated. There may be more than one writer in your organization. See who is interested.
Finally, stick with it. The more you write, the better you become at it. Sometimes you will hear back about your writing, but often people do not comment. By continuing to write, you move your website to the top of search engines. So, even if you do not hear back, you are adding value to your organization. If you find yourself running dry of things to say, read others’ blogs to see trends. Keep feeding your mind as you produce food for thought for others. If you think you have no more to say, or your organization has grown too large for you to attend to blog anymore, contract a blog writer. These individuals can step into various contexts and generate content that will add value to your organization. Whatever you do, make sure your voice, product, and service continue to be heard. A successful blog will do this for you.
