You’ve probably heard it again and again: if you run a business, you should have a blog. Why, though? Is it necessary? Publishing one certainly helps. This note poses another question: what if you’re not a good writer, and you lack the budget to hire one? If you believe running a blog is right for your business but are stuck doing it yourself, do not fret—here are some ways you can generate engaging and informative content, even if you haven’t written more than a sentence since your last high school English class.
Why you should do it
To write the best blog possible, you need to stay driven, which means reminding yourself why you are doing it. The benefits of a company blog are numerous, one of which is that you can establish yourself as an expert in your field. When potential customers visit your website, they like to see that you know what you are talking about, and they are on the lookout for trustworthy businesses. Having a blog also assures them that you are not a faceless company, but one with a person leading it.
Posting relevant content is also useful for your SEO efforts. When you keep your articles consistent (regarding scheduling and informativeness; feel free to discuss a variety of topics), consumers are more likely to turn to you as a reliable resource. People can look to your products for solutions, but they should also turn to your blog for answers. SEO company 180fusion notes that you should update your blog regularly and include keywords that improve your chances of showing up on Google, Bing, or Yahoo searches.
Determine a topic
So what do you write about? Think of what your customers need to know. You are more familiar with your products and industry than they are, so consider debunking myths, providing insight into your operations, giving a history lesson, or answering common questions. Put yourself in a potential customer’s shoes—what would you like to learn?
If you still need more ideas, feel free to write about your own passions. Readers will be able to tell if you are excited about your subject matter. When your topics inspire you, words are more likely to come to you naturally.
Compose an outline
One of the most noticeable markers of lousy writing is poor organization. Jumbling your thoughts, however well-intentioned, will deter readers away because you are not communicating with them clearly (and if people are not reading your content, they are not sharing it, either).
Start by composing an outline. Once you decide on your topic, think of things you want to say about it. Each paragraph should say something meaningful; this process will help you reduce unnecessary fluff and rambling. Remember to cite credible sources if you are using information or data that does not come from you (and for your first-ever post, begin with establishing who you are and stating why your expertise is valid).
Write a draft
Now it’s time to write your first draft! Don’t force yourself to do it, though (unless you’re a guilty procrastinator)—write when your creative juices are flowing. Remember not to attempt to be overly eloquent, or else readers will quickly discern that you are not, in fact, a writer. Use vocabulary that sounds natural and conveys your message, but cut back on words like “just” or “very” that you use habitually.
Brush up on your punctuation rules (the book The Elements of Style is an excellent resource). Do your best to use active voice (“I did this project” instead of “this project was done by me”). Your verbs are essential, too: saying “I improved this function” sounds better than “I made this function better.” Both examples are in active voice, but the word “improved” is more direct.
Edit
When you finish, give it a read-through and trim overlong sentences fix other mistakes you find. You may end up writing a third draft, or even a fourth or fifth until you are satisfied with your work. Ask a friend for a peer review; other sets of eyes are always helpful for catching errors you may have missed and providing additional feedback. There are online resources you can turn to as well: online applications like Grammarly can help you find grammatical errors and tell you whenever your language could use adjustments.
Be creative, too. There is no reason you have to write in a standard essay format every time you publish. Include pictures, compose lists, or create infographics. Whatever you do, remember to make your content informative, and start a conversation. If you do not consider yourself a writer, how will you maintain a business blog?
