How to Write a Blog
Blogs can be used to demonstrate your knowledge and share information with clients. They can provide content to share through your social media and be a reason for new people to sign up to your mailing list. But how do you go about writing one? Here are some key things to keep in mind:
Keep it short
Most people don’t have the time to read a long piece of writing (especially when they have a lot of other information to read) and they may not read your blog if they think it’s too long. Keeping it short will also save you time writing (when you are busy running your day to day business). Aim for a half page to a page depending on the topic.
Don’t explain everything
To keep it short and your message clear, stick to some key points that you want to make about the topic. There’s no need for you to cover every possible scenario for everyone (nor do you have the space to do it). Ideally your blog should give them enough information to be helpful, as well as encourage them to contact you for further information (especially if you are using it to generate new business).
Keep the language simple and clear
Lots of big words and big sentences can be daunting to read and your message can easily get lost in them. Keep the wording simple and the sentences short and you will have more impact.
Keep it fresh
Your blog should be current to be interesting. Jot down ideas as you come across them, keep an eye on what’s happening in the market, seek feedback from your readers and track data such as social media shares, Likes, visits to your page and open numbers of your emails, to discover what’s resonating with people. It will also make it easier when it’s time to write your blog, as you will have a number of ideas to choose from (instead of being stuck on what to write).
Use headings and dot points
A piece of writing looks easier to read when it is broken up into headings and dot points. It allows your readers to pick which sections are relevant to them (if they don’t want to read the whole thing) and helps you emphasise the important points.
Develop your style so it’s distinctive
Be wary of copying someone else’s style just because they are successful at blogging (or you like their approach). Adopting someone else’s style can come across as less genuine (especially if your clients notice it is different from other communications they receive from you). As you start to write more regularly you will begin to develop your own style and become confident about injecting more of your personality (which is what your readers will connect with).
Have someone else check it
It can be easy to miss simple things like spelling errors, or write something that’s not so clear (when you have reworked it a couple of times) so make sure you have someone objective check it. Let this person know that you want them to give you honest feedback (is it clear or what were your takeaway points from my blog?). It’s better to hear this feedback from someone you trust than to have your blog potentially miss the mark when it goes out to the public.
Sitting down regularly to write a blog can be challenging sometimes, so find a place and a day/time that is productive for you (for me this has to be mornings at a coffee shop). And book it in the calendar so it happens consistently, as once you start your readers will expect to see your blogs at the time you have promised.
Starting a blog may seem a little daunting (or difficult to fit into everything else you do) but it can also be rewarding in terms of generating new business and promoting your service. If you think it would be a fit for your business then maybe it’s time to give it a go!