Summary: If you want a successful business blog, plan it first. Here’s how. If you already have a blog, turn it into a powerhouse.
I started my first blog on Blogger, way before Google bought it. (It wasn’t really my first blog, just the first on Blogger.)
At the time, in around 2000, I got lots of advice to QUIT blogging. The naysayers’ main objection was that I was writing for “free”. It did me no good to point out that I wasn’t writing for free, I was writing for promotion. All my friends hated the fact that I was blogging. I kept doing it anyway.
That first Blogger blog died, as did the others I’d created before it. Here’s why: I didn’t plan the blogs. I just created them because I wanted to write about something or other.
It took me several years of creating blogs which fizzled before I planned the blog before I started a blog.
That’s the reason the first slide in my “Power Blogging” slide deck below is: “Where are you going? Plot your route.”
If you want a successful business blog, plan it first. Here’s the process…
I learned, via a lot of experience, that you need to know where you want your blog to go, before you start it. If your company’s started a business blog, and you haven’t posted in months, that’s the reason — your blog needs a road map.
(And other things. Check out the slide deck. I created it to pass on to clients who want to get started blogging.)
That’s well and good, you may be thinking, but what if your business blog is dead? Can you revive it?
Of course you can.
How to kickstart a dead blog
1. Start by deciding what you want your blog to do
Make a list. Create personas to represent your blog’s audience. It’s much easier to create content if you’re aware of who you’re creating it for.
2. Consider your brand, and match your blog’s voice to your brand
Here’s Debbie Weil’s big list of big brand corporate blogs.
As you’ll see if you read some of the blogs from the list, “voice” is subjective. Your blog’s voice can be whatever you want it to be: formal, casual, chatty, enthusiastic… Whatever you decide on, try to keep it consistent.
3. Create your “establishment” posts
These posts set the tone for your blog. You can make them as short or as long as you please. If you want to become the voice of your industry — a thought leader — then these first few blog posts will be long. They’re educational. Answer your customer’s questions.
For example, let’s say that you’re a pet food manufacturer. In your first blog posts, you might aim to educate your visitors on the kind of nutrition dogs and cats need over the course of a lifetime, from puppies and kittens to aged animals.
Alternatively, you could write about the best pet food, and do a review of your competitors (Marcus Sheridan’s article on this is brilliant).
There you have it. If you want to revive your dead blog, the above three steps will bring your blog to life. Your business blog can do amazing things for your business.
Angela Booth is an Australian copywriter, Web writer and content strategist. Want your website to do more for your business? Contact Angela via email to set up a chat. She loves to talk about business and the Web.