Nicola Rutzou - Blogging is about sharing your insights, opinions and experience on a topic you are passionate about. If there’s no passion in what you write about, you’ll never succeed in a long-term commitment to blogging. And nor will you convince readers.
I started my own blog about women’s cycling nearly seven years ago. I just love road cycling so much that I wanted to share my passion with other women and help them to understand they could do it too.
I post every Tuesday on different topics, and I’m very disciplined about it. I even post or schedule posts when I’m away on holidays. For me it’s a complete labour of love which is what keeps me on track every week. Most of it is new content but I also recycle content that is seasonal and still relevant. I see my blog as a living, breathing thing that is not just about me. It’s like a community of its own that I guide along.
And while my blog is not business focussed, it’s taught me plenty of things that apply to business blogging – mostly that you have to write about what you know and you have to care about your topic.
In their simplest form business blogs can show a more personal side of the people who work there. At their best they highlight the expertise, opinions and skills of business people, while showing a very human side.
They can also have other benefits including:
- Boost website search engine optimisation.
- Relationship development with current and potential customers.
- Establish the business as an industry thought leader.
- Create opportunities for social media sharing.
As communication professionals we talk a lot about thought leadership. Thought leadership is taking a unique position on a subject and sharing it. Writing a business blog doesn’t instantly make you into a thought leader, but it is a powerful piece of the puzzle.
A great business blog, like the one written by Naomi Simson of Red Balloon, is not a short business promotional tool - it’s ongoing and in time becomes a body of work. Naomi Simson started her blog 12 years ago.
If you’re feeling enthusiastic about starting a blog there’s plenty of tools out there to help including free platforms like WordPress, but before you focus on the tech side you need to take a few steps back.
A business blog needs an over-arching objective before you begin. Imagine your ideal reader and be specific about their attributes and demographics such as age range, gender and industry. Then write material that will appeal to that person.
Brainstorm ideas, identify topic areas, seek out others, attend events and research topics.
Once you’ve got all that sorted you need to make a commitment to post regularly. It might be weekly, fortnightly or even monthly, just make it relatively regular.