If you’re running a business or simply tasked with writing a blog for a company, this question does come up often.
What to write for a business blog?
We get that question often from business owners. So we decided, it’s time to educate people on the topic, helping new bloggers for businesses to learn what to write about in their blog. And provide some value definition.
The problem for business blogs is that people get confused on subjects that are ok to put out to the public. Companies get scared of giving away too much intellectual property or too much about the corporate strategy. But in fact, business blogging should not be about any of that information directly.
Let’s get something straight; blogs are personal. And for a business, a blog should be personal with a focus on the business and its people. Blogs need to attract people into their site so that you can continue to keep those potential customers close to them.
We’re going to cover five subjects that you could write about forever that would lead to a successful business blog.
Customer Success may seem obvious as you read it, but it’s not as inituitive for all business bloggers. We like to tell people, write about your customers’ success. If you have happy customers, write their story. And be real, not overly optimistic or overly perfect.
If you have a customer that struggled, but you helped them, write that story. If you have a difficult customer, write how you helped get reach successful.
Customer success stories should not be case studies or formulaic, but they should be real. We see this often in business blogs because they are attempting to use their blog as a sales tool for case studies instead of writing without a formula. Case studies are sales tools, not business blog topics.
Quality Blog Writing Starts With a Good Sentence
People love stories, and they want to connect with you. And feel like you’re a company that they want to associate with as a customer.
Imagine if you have a real estate company, and you write about help you helped a family find a home in the right school district, but then worked with them to sell their house. And you told a bit about the struggles and difficulties. Or you discussed the emotions of letting go and change they faced.
You should forget about the standard happy homeowner story – they were happy, look at perfect their new home we found for them. But you may want to write a real story about how the family struggled to get a loan or find a more beautiful place that fit them better. Or how you helped with a horrible buyer who wanted to negotiate everything after the inspection. Now that’s a real home buyer story. And you helped through the entire process. That’s a story with blogging about.
Business blogs tend to be formulaic instead of real. Our recommendation, put your success out there in a real story. You’ll end up building a better rapport with your readers.
Do you have a great corporate culture? Why are you not writing about the work effort, the customer focus, or the values you’re company adopts and lives every day? People want to duplicate great companies and do business with companies they like.
If you write stories about how your salespeople brought cookies in for the finance team during the quarter end, it shows to your readers that you have caring employees. If you write about how your employees or your boss helped out other employees while they are sick still deliver the outcomes to their customers, it shows dedication.
Put yourself in your reader’s shoes for a moment. If you were writing about the inside values and workings of a company, you might connect with that person even more than you did before. For example, let’s use the real estate scenario. If you have a small firm, but you wrote about how they all take turns reviewing advertising copy, or everyone has a habit of responding to customers within an hour, and the team takes pride in quick response. Wouldn’t that be something your customers would connect with at a personal level? I think so.
I know it’s not necessarily intuitive, but people want to do business with companies they respect. Share why your company is special.
Along the same lines as a customer success story, share personal stories. Here’s a great example, so you’re a real estate agent needing to lose weight. Maybe you blog about your goals, struggles to do it, and your accomplishments. I don’t know about you, but that would be inspiring. I want to do business with agents that are open and honest. It shows that to your readers.
What if you have an employee who volunteers at a homeless shelter a few times per week, blog about that person. Or if someone had a special event like a wedding or baby. I would recommend staying away from every birthday, but make it a special occasion.
You don’t always need to make it a happy story, maybe an employee died. Yes, sad story, but share it. Again, people want to learn more about the company they do business with and connect with that company at a personal level.
Here’s a tricky blog subject, product features. My recommendation, if you want to make a specific product tutorial or feature category then make that a specific category or add those posts within a knowledge base or tutorial section.
But what do you discuss with product features? Or should you?
Yes! But do it in a different way then descriptive and informative. Make product features blend with one of the other three subjects, customers success, corporate culture, or personal stories.
Let me give you an example using the real estate company from above. Say you’re agency business has a unique feature that other agencies do not generally use. Or even if you have the same features, but nobody speaks about it within their advertisement. Instead of sharing the implementations of the feature, share the outcomes of using those features. Say that the Jones family failed in their search, but with your unique home targeting, they found a home in less than one week after previously searching for two months. They are super happy now.
I know most agents would have similar capabilities, but do they blog about it? Probably not.
Using product features or capabilities are super beneficial to blog about but our recommendation is to combine that topic with another subject.
If you have employees or your company is hiring all those future employees will absolutely read your blog. Keep that in mind, and share how your recruiting process is working, personal stories of your recruiting staff, profiles of new people. Write to recruit and to educate the benefits and value you have for your future staff.
Or use those post also to weed out potential people that won’t fit. Maybe blog about how proud you are of the challenging recruiting process.
Write about how fun you have when hiring the best people. Readers want to be associated to great companies.
Writing a blog post for your business should not be hard. I’ve read blogs that are just trying to sell me over and over again. Or they are so formula based; it’s annoying and not real. I’ve also read business blogs that make think, wow, how can I do business with them or should I try to work for them? Of course I don’t because, well I’m happy to be helping you.
That five subjects from above should give you a wealth of topic that you could write about forever. And you would have an incredibility successful business blog that most companies would never be able to touch. Make it real and make it personal. Business is personal and no matter your size from 1 person to 100,000 people, you need to build a relationship with your readers.
Comment below, I would love to hear if you have other subjects you believe businesses should consider. And if you have questions, please ask. We reply.
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