Okay I get it…You’re a business owner not a writer so why would you want to start a business blog? Well, when it comes to crafting the perfect business blog for non-writers, there are 1200 reasons why you really should.
Research shows that on average, companies that produce 15 blogs per month generate 1200 leads as well as twice as many inbound links as those who don’t.
So now we’ve discovered why you really need to blog, here are some top tips on how to do it.
The key for non-writers when it comes to successful blogging is to develop a template upon which they can base all of their posts. Usually it goes something like this…
- A great eye-catching headline
- Quality, authoritative content using concise scannable prose
- Content that’s broken up with multimedia (eg, pictures, videos)
- Content that’s linked to relevant outside sources (just like I have in the second paragraph)
- A call to action at the end telling readers what they might want to do now.
You may of course feel that you don’t want to write a business blog yourself and instead you pass it on to ‘that guy who knows writing’. After all, that’s what most businesses do right? However it’s worth remembering that
A) Nobody knows your business as well as you do and…
B) Blog posts are the first point of contact for many of people when they stumble across your business.
This being the case wouldn’t you rather be in control of how that first connection goes? This is opposed to a rushed piece of content that’s placed on your website because its better to have something up there than nothing at all.
So now that seed of doubt has been sown, If you do decide to take the plunge and look at crafting the perfect business blog for non-writers, here’s what you need to do…
This is a key part of blogging. In fact, understanding what to write about is just as important as knowing how to write it.
You might want to…
- Keep a close eye on what your immediate competitors are blogging about and take a different angle.
- Think about popular questions potential customers are asking within your industry and answer them in the form of a blog post
- See what’s trending in the search engines or via social media and see if it can be adapted to your industry
In addition you might have a particular product or impending product launch you want to write about.
Of course there’s nothing wrong in promoting your own products. However what you might want to observe is a ‘One for me – three for my readers rule’.
This is where you provide mainly helpful hints and tips for anyone looking to read your blog and then it won’t feel so blatant when you throw in the odd bit of self or product promotion once in a while.
When it comes to crafting the perfect business blog for non-writers, the title of your post is probably the most important aspect. More often than not the headline is the difference between a click through and an ignore so it needs to be right. Why not take a look at places like the Huffington Post and see how these articles are structured around the headlines.
You can always brain storm a whole load of titles and see which one fits the best. Here’s an idea….
Say you wanted to write an informative post on the best way to make a jam sandwich (okay so don’t judge me!) you could entitle it
‘Tips On How To Make A Jam Sandwich‘
but what might be even better is….
‘3 Easy Steps To make The Best Jam Sandwich Ever‘
You’re hopefully going to deliver the same helpful information inside the blog, but ask yourself this, which one would you rather read?
In addition, you might also want to use action words or alternatively, how about flipping it round and writing negative headlines. This blog post for example is one I wrote a few months back that uses this very tactic.
Another tip is to have a quick scroll through any major blog site and take a closer look at the titles that they’re using. Things like ‘how to guides’, ‘top 10’s’ and ‘5 reasons why you should xyz’ are also a good starting point.
So now you’ve got your title it brings us nicely onto the next tip
The text of any blog, article, or post should consist of a beginning, a middle, and an end, but not in the way that a conventional essay or story does. Instead the beginning part of the post should explain pretty quickly what the post is about and/or should pose a question – preferably one which encapsulates your blog title.
As you can see I’ve done exactly that when I asked the question “Why as a business owner and non-writer would you want to write a business blog?”
The idea behind asking a question is that it’s the perfect way to grab the attention of the reader from the start hopefully enticing them to read more.
The next part of your post (the middle bit if you like) should outline what the article is going to say. However, unlike those English essays you wrote at school, it doesn’t need to have three supporting paragraphs and a conclusion at the end.
Instead when a reader clicks on to your post they need to be able to answer one simple question..
“Why did I click this link?”
Yes the blog title is the initial hook that lures them in but the body of the text is the stuff that keeps them there. It has to flow. It doesn’t need to be overly clever or funny, unless of course you’re confident in writing in this way, but above all, it should be
- A) Totally relevant to the blog title – Eg, don’t go off on a tangent and…
- B) It needs to be easy to read- That means no complicated words that make you appear as if you’ve eaten a dictionary for breakfast! Put it this way, if I’ve got to stop and look up a word halfway through reading your blog, then it’s an excuse to click away from your post, and that’s not what we’re trying to achieve. Besides why say purchase when you can say buy? Enough said!
A word about good blog content!
It’s a well-known fact that people don’t actually read blogs right through from start to finish. Instead they’ll scan to pick out the key parts.
This being the case, a key part in understanding about crafting the perfect business blog for non-writers is to make it easy for them? After all, the worst thing that you can do for any potential reader is to present them with a great wall of text.
Not only is it off-putting, it will have them clicking off your site quicker than you can imagine. Instead use short paragraphs (approximately 2-3 sentences maximum) and break sections up using sub-headings, known as H2 title tags.
In addition you can also use tricks of the trade such as bullet points to simplify key parts of your text. Better still, make use of multimedia such as pictures and video to make your post really stand out from the page.
Finally avoid complicated or technical jargon. Remember who the blog is aimed at.
So now we’ve pretty much got the blog sewn up it just needs those finishing touches. This brings us nicely on to the final tip
There are several ways to bring your post together….
- Firstly you can give a brief and final synopsis or summing up of the main points of your blog
- Alternatively, if you’ve asked a question in the title or the opening section of your blog, now is a good time to give an answer
- Finally you may want to give your professional opinion or closing thoughts to add gravitas to your post.
There is one final factor that needs consideration when crafting the perfect business blog for non-writers and that is that your post should always end with a call to action. This is a quick sentence telling the reader exactly what they need to do next. Whether that’s to contact you for an enquiry, make an appointment, or to discuss a project, you should provide them with the information necessary to do exactly this.
If you don’t feel comfortable adding a call to action into the text itself you can always place an ‘about the author‘ section at the bottom. It’s your blog after all and the beauty is that you can do exactly as you please. Liberating right!
What about word count?
There are lots of suggestions on how long the ideal post should be. Some people for example prefer long authority posts around 2000-3000 words in length that go into great detail about a particular subject.
Alternatively others prefer short, sharp ‘how to‘ posts that give you a quick but equally helpful overview.
The truth is that there is no right or wrong recommended word count. Instead in order to create the perfect business blog for non-writers look to write with quality not word count in mind. If you are obsessed with numbers then as long as it falls somewhere between 400 and 3000 words, you won’t go far wrong.
So there you have it. Hopefully this post has given you some great information to at least get started and you never know, you might even uncover a hidden talent in the process.
If after all this you really can’t face blogging or simply don’t have the time then there are a multitude of seasoned business bloggers out there who can help. For further information feel free to contact me on 0044 (0) 844 307 9127 or drop me an email at email@example.com