Blogging is one of the most instrumental marketing techniques that a company can implement. A good blog gives your program a voice, a persona, something other than a “services” page boring potential clients to death. However, you can’t just throw some words on a page without a purpose and call it good. There’s good blogging and there’s bad blogging. Today, we’re going to cover a few methods of both types.
Photo by Taylor Swayze on Unsplash
Good blogging is…
Being creative with your information. Every company has something unique, or at least should have something unique. If not, I assume you won’t be around long enough to start a blog and this page won’t apply to you. Present your services and ideas with a structure. Maybe it’s a blogging series – 5 to 10 blogs that follow the same theme – or well-presented real-life stories; this one’s my personal favorite. Ask yourself for a second, would you rather read an interesting, engaging narrative from the first person point of view, or a lackluster informative piece that barely keeps you awake? Okay, that question might have been a little biased, but you get the point. Good blogging is keeping the reader awake, while spoon-feeding them the information at the same time.
Bad blogging is…
Repetitiveness. STOP SAYING THE SAME THING OVER AND OVER AGAIN. We get it, you advertise things for companies. Who cares? Potential customers don’t want to hear all about your successes and your services, they want to read your blog as if you’re a real person rather than a robot. We learn more from failures than we do successes… embody those failures and let them shine through you within your blogs. I’m not saying focus on the fact that you butchered a job, I’m saying take what you learned from that butchering and talk about how it made you a better company.
Bad blogging is writing too much. Keep your blogs short. It depends on what you’re talking about, but a typical blog should be anywhere from 400-600 words, no more than that. Once you pass that point, people struggle to carve out extra time to read a blog that they don’t have to.
Keep calm, and blog on. If you have a good product, and present it in a personable way, you’ll be fine. Here at Quill Marketing, we are experts at blogging and the influence that it has on a company. So if you hire us, we’ll help you!
Good luck!
Luke Johnson