Answer: It’s both, and the sweet spot is somewhere in the middle of the two. Here’s why; and how to make it work for your business
Now, 15 years on, after rising to a peak where it seemed just about everybody you knew had their own blog, the whole thing has settled into a rhythm that suggests blogging has found its niche and is here to stay; a companion to more old school publishers rather than competition.
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As a business owner, regularly being told that blogging will get you more clients, more leads, more sales, you need to decide if blogging is something to get on board with or not. Yes or no: both are valid answers, depending on your time, inclination and resources. But, if you do decide to blog then the key is to position yourself in the exact place where article meets opinion.
What is an article?
Typically, it is impartial, balanced and objective, well researched and also mostly detached and in the third person. It imparts facts and analysis, makes connections but does so from afar. An article in this sense (and remember this is a huge generalisation, we’re making broad statements here) does nothing to bring the reader in. The purpose of this sort of article is to tell, not to share.
What is a blog?
By contrast, a blog seeks to share and invites conversation. It is invested in the subject matter, gives opinion, adds personality and uses the author’s first person voice to connect with the reader. Its purpose is to create a relationship.
The sweet spot
So you’ve got two broad styles: balanced and factual versus personal and opinionated. When approaching blogging for your business, you need to master them all. Here’s how to produce content that is balanced, factual, personal and opinionated:
- Use your expertise to inform your writing
If you’re writing a blog for your business it is, I hope, an area in which you are an expert. Use that expertise to inform your writing and share your knowledge with your customers; show them why you are the expert you claim to be.
- Share your opinion
Don’t be afraid to tell people what you think. Having an opinion sets you apart from the crowd. Just don’t go bad-mouthing your competitors, or anyone for that matter, in the process. And always remember to...
- Keep key business information balanced and objective
If you use your blog to announce a new feature, product or launch, don’t go overboard with the superlatives. Keep it professional and factual. You may think it’s the best product ever but unless you’ve got hard hitting stats to back it up, you need to let your clients decide if it’s any good.
- Inject some personality
Talk in your real voice, about things you believe in, in a way that sounds true, and your personality will shine through in your blog. Being seen as a real person (or people) rather than a faceless corporate machine creates connection with your clients. People buy from people they like.
And there you have it. Stay balanced and objective where the day-to-day business is involved, but add colour and opinion everywhere else. Opinion breeds authority, which breeds trust. And trust leads to better business.
If you’ve got neither the time, inclination nor resources to blog, get an expert in. There’s this Future Content company which might be able to help. Contact us today.
Featured image: ©Depositphotos/SergeyNivens