There’s nothing a writer dreads more than a blank page. However, this is something the blog writer needs to face every time they open a new Word page – and it’s no wonder that so many businesses lose interest in their blog after a few months.
Finding a great topic to write about is harder than it looks. The blog needs to keep existing readers interested, and it needs to lure new people in. It must be current, relevant and informative, or risk being considered yet another page of meaningless fluff. Yikes.
What Should Your Blog Deliver?
Firstly, let’s think about what your blog needs to offer. It should:
- Match the needs of your target audience – covering topics they’re genuinely interested in.
- Be of value – for example, solve a problem or highlight a key issue.
- Feel fresh – with content that makes sense right now.
- Be original – Readers don’t want to see the same tired content, week in, week out.
- Be well-written – It doesn’t matter how great your topic is, if it’s badly written, you’ll lose readers.
What Should You Write About?
When generating topics, think about the following:
- What are your competitors writing about? This doesn’t mean simply copying their content, as that’s unethical. However, browsing the web can offer great inspiration.
- What is happening in your industry? Have there been any exciting developments that you could talk about? What about within your own company? Readers like to hear the latest news.
- Have you got a unique perspective? It’s time to assume the role of expert. You’ve got a high level of knowledge about your industry, not to mention a fresh perspective. Use it to your advantage.
- What questions do they want answered? Do people often get in touch with the same issues or problems? Could you use your blog to explain key concepts or provide helpful guides?
Things to Avoid
Of course, there’s no hard-and-fast rule when it comes to writing blogs. But generally speaking, we’d advise:
- Keeping it neutral. Unless it specifically fits with your brand voice, avoid expressing controversial opinions. Yes, many customers might agree with you, but equally, some might not – and then that’s a customer lost.
- Making it high-quality. If your blog comes across as lazy, poorly-written or ‘fluffy’, it’ll reflect badly on your business. Focus on offering something that’s worthwhile reading.
- Avoiding bad language. Colloquialisms are fine if it fits your brand image. For some companies, even the occasional swear word fits. However, for the majority, bad language doesn’t look good on the page. Keep it clean.
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