Blog writing amounts to some of my favourite hours of creativity in business and some of the most painful. This blog is very, I mean very late! I commit to Australian Businesswomen’s Network (ABN), and to you, to write fortnightly but often miss this deadline. This is not good enough; I know this. As brand expert (my “brand crush”) Michel Hogan says: “Deliver on your promise/s”. And I can assure you, my personality trait is to hate letting people down. I have also edited newsletters so empathise with the chaos non-submission of articles cause.
So, with all this, why would I miss my deadline? Because I want to write meaningful blogs that the audience looking for marketing tips will enjoy and get value from. Here are 8 tips to writing meaningful blogs and why blog writing can – maybe even should – be difficult at times.
1. What’s in it for the reader?
When you sit down to write any blog, think about the audience you’re trying to reach and why they will want to read what you have to say. Personally, I want to help business owners understand marketing and that it needn’t be complicated. Being thoughtful with heart and authenticity are also core values for my brand so all articles have to include these elements before I hit “publish”.
2. Think about your KISS
Following on from No 1, blogs should be simple to read. One of your objectives for readers should be to give them a little “aha” moment. Aim to have any and all of your readers understand the topic you’re writing, irrelevant of their skill set.
3. Look for an analogy
People have different learning styles. Some like facts, others like examples. Try to include both – an explanation and a little story – if you can.
4. What’s timely?
Think about what’s going on in your industry and the world. Could your audience be searching for a solution that you can write on “now”?
5. What have you written previously?
Be aware there’s only so many times your audience can read a “message” or theme. On the flip side, there may be opportunities that a topic can extend into a Part 2 or more. Link to your previous blogs, and your peers, as appropriate.
6. Consider what others are writing
Are your peers getting traction on a topic that you’re passionate about? Is there an opportunity for you to write your perspective? Within ABN, however, readers (you) don’t just subscribe to my articles; you subscribe to a whole host of us. This is a community approach so it’s important (for me) to be mindful of not repeating other’s message.
7. Accept life will get in the way
I’m very open about my story of mental health. With this perspective, I understand business should never get in the way of life and your health. It’s a personal choice as to how much of your personal life you let your readers access. But being open may just connect you with your ideal audience.
8. Be your own worst critic
If you’re bored with your article, question if others may be too. Then, further to Point 7, it’s up to you to decide if meeting the deadline or quality content is more important. I know the listed “tips” could just as easily be worded “excuses for being late”. Maybe they are, maybe they’re not. And I certainly know most newsletters don’t have the luxury of these excuses or reasons. But I write this because blogs, in my opinion, aren’t about regurgitating news.
Blog writing is a marketing tactic that most businesses do not get paid for in the short-term. And it can be difficult to write meaningful blogs. Or dare I say should be difficult. Output doesn’t equal quality or interesting blogs. PS: Shout out to Leanne Faulkner who’s tweeted her article: The Cost of Over Thinking lead to this very article.
