Best Format For A
Business Blog

Ever wonder why some business blogs soar while others flop? Spoiler: It’s all about the format. Here’s how to nail it.

It's easy to think that a business blog should be very “business-y” and that it should establish your technical expertise and offer readers some in depth, very authoritative information that will somehow reinforce trust in you and make you credible.

But is being a technical expert enough to connect with people and build lasting loyalty?

Is technical prowess all that your audience are likely to want from you? Or might they want something more?

Lets see what we can learn about "tone" and "format" in a business blog.

Be An Expert...Doctor?

A successful business blog will go far beyond just talking about technical matters. It will position you not only as an expert but also as a relatable and approachable person, someone they can reach out to who is personable but at the same time is very aware of the latest trends in that particular niche.

So straight off the bat we can see that a good business blog requires being able to talk about services & products in a detailed technical manner, but also requires you to deeply understand your audience so that you can connect with them, you can talk about their issues, really feel their pain and then offer them a solution to that pain.

Really, its a bit like being a good doctor, one who examines all the symptoms and then prescribes exactly the right medication.

Who Are The Audience?

It is essential to determine who the target audience of your company blog are before you go on the process of writing a single word.

If you write in a manner that is really technical, you will attract other people who are in the same industry as you, but at the same time, you will turn off clients.

Your colleagues will not be interested in what you have to say if you write on topics that would be of interest to customers.

You will find that your end users are interested in knowing about offers and discounts, product updates and announcements, server issues that may affect them, and ways to use your goods that will help them be more productive or solve particular problems. This is something that you will find to be more common and realistic. In terms of bringing in new clients, the bottom two items on the list will be of the most assistance.

Not only should you incorporate success stories and testimonials into the mix, but you should also include general themes of interest that are pertinent to the industry in which your company operates. This will demonstrate how other customers are utilising your products in ways that are either unique or intriguing.

Even if it is perfectly OK to publish a behind-the-scenes post every once in a while, whether it be technical or business-related, you should not make it the primary focus of your blog unless the individuals who are interested in such blogs are also familiar with your product audience.

It's possible that you may even choose to have two blogs for your firm if you have the people involved in maintaining them. The announcements, status updates, and product news that you post on your product blog could be of significant importance.

It's possible that the second one will have a more expansive scope and will primarily target potential customers and colleagues.

The answer is to first determine who your ideal consumers are, and then to develop content that addresses the kinds of things that they want, search for, comprehend, and can relate to.
No surprises here! If you are stuck as to what type of content should be on your blog, serve the customer first and give them what they want and will value.

Take It A Step Further

Of course, not all customers want to see articles about products, they might want articles about expertise.

Conversely, some only want articles about products/services, they don't want to get into technicals.

So, who do you keep both camps happy?

It's simple! Use "Categories" in your blog content and put products into one category, services into the other and technical know-how into the third. Then create separate menu's for these in your blog and also "related content" filters.

This way, each type of reader gets exactly the content they want and at the same time you position yourself both as an expert and as a relatable person.

Creating The Perfect Business Blog

Identifying your target audience is the first step in establishing a blog for your organisation.

While a tone that is very technical may attract peers in the field, it may also turn off customers, and material that is centred on customers may not make peers interested.

The vast majority of end-users are interested in receiving advice on how to properly use items, as well as information on offers and product news.

Advice on how to solve problems is particularly valuable for the acquisition of new customers. The inclusion of testimonials, success stories, and themes that are pertinent to the industry adds appeal, and it is OK to include behind-the-scenes content on occasion if it is appropriate for the audience.

But do separate the blogs: one blog should be used for product updates, and the second blog should contain more general content for potential customers and peers. At the end of the day, you should match the content with what your ideal customers appreciate and understand.

Conclusion

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