Why Most Business Blogs Suck (And How To Fix Yours)

All around the globe at this very moment, there are CEOs of high-profile, successful businesses sitting in their corner offices behind their big mahogany corporate desks sipping on their favourite tipple stressed out of their minds over one very important question.

No, it’s not ‘How can I tweak the numbers to bump up my annual bonus by a few million more this year?’ Nor is it ‘How can I trick the staff into thinking that working from home isn’t better for productivity and they would be much happier in the office where I can keep my beady little eye on them?’

The question that has CEOs the world over pulling their hair out in despair is ‘How come our business blog and content marketing strategy just isn’t connecting well with our clientele!?’

What is Business Blogging?

“Relationships are the currency of business” - Brian Basilico

When it comes to business blogging most companies just can’t seem to get it right, mainly because they don’t understand what business blogging actually is.

• Business blogging IS NOT about selling first.
• Business blogging IS NOT about trying to push your latest service or product.
• Business blogging IS about building a connection with possible future customers.

It’s about creating a bond, forming a relationship with potential buyers and basically answering any questions they may have about your brand or products before they even have a chance to ask them.

It’s that simple.

How to Make Business Blogging Work For You

“Selling is never about convincing. It’s about helping” - Mark Cuban

As mentioned, business blogging isn’t about selling first. If you try to push your products and services on a first-time blog reader all you’re going to do is drive them away.

Nowadays, people are so used to being sold to that when they see a sales pitch right from the get-go they recognise it, instantly assume you’re another time waster just trying to grab their cash or worse, they label you as a scammer.

The best, and only way to build rapport through a business blog is to be natural.

Think how you would react if you happened to walk into a new store on the high street and the second you stepped foot in the door they were trying to push all their products and deals in your face. You’d make an abrupt turn and be gone from the place. No one has time for that type of behaviour.

However, if you walked through the door, were greeted with a pleasant friendly face who welcomed you in and told you to take your time, have a look around and don’t be shy in asking any questions you may have, you’d feel much more at ease, wouldn’t you?

Well, that’s the same way to approach your business blog.

You’re there to help, inform and educate. Not sell.

3 Tips on How to Format Your Business Blog

“Life is really simple, but we insist on making it complicated” - Confucius

The number one thing to remember when creating content for your business blog - or any blog for that matter - is to relax.

You’re trying to build a rapport here, a connection with your audience and potential future customers, so coming across all uptight and serious probably isn’t the best approach. Imagine you’re at a party and ‘serious Simon’ rocks up for a chat, you’re going to make a beeline for the nearest exit to avoid that mental torture.

Another good tip to apply when writing content for your business blog is to avoid the jargon.

Sure, the terms you use may seem blatantly obvious to you and those within your industry but for an outsider or new customer, some terms may be confusing and off-putting which will only end up with them losing interest and going elsewhere to find the information they need - which could be from one of your competitors and you don’t want that.

A third tip to apply to your business blog content creation is to write in a conversational voice.

This ties in nicely with the previous two tips. When you’re relaxed and speaking in a manner that the man on the street can understand then it’s only natural to revert to a conversational tone with your writing. By doing this you make the reader feel at ease, relaxed, and when they are in that state of mind they can fully sit back and take in what you’ve got to say. Conversation builds connection, it’s human nature.

Conclusion

So, there you have it—a quick guide on how to fix up your business blog and make it work for you.

But before I go let’s have a recap of what we discussed.

1. A business blog is not a place for selling, it’s a platform for connecting with your audience.
2. Stay relaxed when you create content for your business blog - remember, you’re trying to build a rapport with your readers.
3. Avoid the business jargon - not everyone is as involved in your industry as you are.
4. Keep it conversational - this is the easiest and most natural way to connect with people.

If you keep these few tips in mind when it comes to your business blog then you’re sure to see a positive change in results and engagement from your audience.

Give it a try and let me know how you go.

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P.S. - Everyone has their own personal blogging preferences, what would you have added to this business blogging piece that I may have missed out on? I look forward to hearing your thoughts.