How to Create Blog Copy
Writing a blog is not very difficult. However, writing a compelling blog that promotes your business and gets people to come back can be extremely challenging. Creating effective blog copy requires you to know what your business is all about and to know what your customers are looking for. Although it takes many blogs a while to find their voice, you can minimize the trial and error of blogging by following the appropriate steps.
- Difficulty:
- Moderate
Instructions
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Establish the type of message you'd like to convey to your customers. Do you want to merely let customers know about promotions and new products? Do you want to create posts that allow customers to interact with the company? When you know what you want to achieve through your blog, it becomes much easier to produce the copy you're looking for.
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Identify how you want your blog to read. Most blogs are less formal than traditional copy, but you need to decide how informal you'd like to be. Your blog is an opportunity to show a side of your company that some consumers never knew existed, so make it count and control your voice from the start.
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Keep things short and sweet. Online readers have notoriously short attention spans and will click away if your copy is too long. Shorter posts stick to the basics and are more useful at keeping the attention of readers. Blogging Pro recommends keeping your blogs between 300 and 600 words; longer posts tend to lose the reader's attention, while shorter posts hurt your chances of being noticed by search engines.
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Post frequently. You can have the best copy in the world, and nobody will notice it if you never update your blog. Post somewhere from once a day to once a week. This lets readers know you take your blog seriously without burning them out with endless posts.
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Tips & Warnings
Use social media in conjunction with your blog. If your company has a Facebook or Twitter account, post messages to these accounts to let people know you have posted a new blog. After all, a blog is only successful if people know it exists.
Don't get carried away with informality. The goal of a company blog is to promote the company, not yourself. Keep personal topics of interest limited to personal blogs or office conversation.
A company blog can be great for search engine optimization purposes, but do not stuff your copy with keywords. Doing this makes your blog unreadable, and you'll be penalized by the search engines.
