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Five Tips to Make Company Blogs Worth Reading

by Muhammad Yasin  |  
August 9, 2012

In this article you'll learn how to...

  • Speak your readers' language and avoid industry jargon.
  • Offer valuable, expert advice and unique perspectives on relevant issues.
  • Use eye-catching images to keep your readers' attention.

Creating consistently engaging and fresh content for any company's blog is no easy task. Blogging is about building trust with your potential clients, and company blogs that offer valuable information with a fresh perspective are more likely to hook their audiences and turn readers into customers.

But even the most thoughtful corporate bloggers can get stuck from time to time. If you think it's time to rethink your company blogging strategy, follow the following five quick tips to build your audience and make your company blog worth reading.

Tip 1: Keep it about the reader

Write your blogs for your readers, not for yourself, and approach every topic you choose from the perspective of your audience. What are the questions your customers typically ask? Start there and use your experience with clients to begin writing content that is both useful to the reader and easy to understand. Skip the jargon and hot buzzwords.

Your readers are coming to you because they believe you offer a unique opinion, and your personal touch will get lost if your content is full of jargon or industry clichés. Talk in their language and make it very clear the content is for their benefit.

Of course, if your ideal reader is an expert in the field, feel free to use more technical language. But, in most cases, you should make an effort to convey your ideas in a way that is accessible to a range of readers. For example, the travel blog I manage has an international audience, and many of its readers speak English as a second language. We therefore target a lower reading level and make sure our language is simple and conveys a compelling message without getting too technical.

Tip 2: Focus on expert tips

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Muhammad Yasin is a public speaker, e-book author, and director of marketing for HCC Medical Insurance Services. He is responsible for the brand building and lead generation strategy of several dozen social media accounts with more than a quarter of a million followers.

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  • by Rishi Thu Aug 9, 2012 via web

    It's definitely important to be visual. Use amazing infographics that will WOW your readers and be sure to add share buttons right next to the infographics. Here are 2 other tips:

    1. Write about trends in your industry: You will never run out of blog topics if you follow industry trends and write your own thoughts in the form of a blogpost
    2. Add credibility and voice to your blogposts: Clearly identify who wrote the article, add their company position, and add social media buttons (LinkedIn, Google+, Facebook) to allow the reader to add the person and build a relationship.

    We have written a step-by-step guide on "How to Blog Effectively" that you can access for free here:

  • by Nick Stamoulis Fri Aug 10, 2012 via web

    Blogs need to be educational in nature. While a promotional post every now and then is fine (it's your company blog after all) you don't want your brand's ego getting in the way. Your blog is a chance to connect with and educate your target audience so they become the right kind of customers for you.

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