Business Blogging Content Strategies

Posted in: Small Business Online  |  October 8, 2008 at 9:24 am
One comment
I know that many of you are new to business blogging.  So – for all you “newbie” business bloggers, I want give you some advice on creating compelling business blog content.  When I tell my Tornado Marketing clients they can’t just pitch product and services, they’re often stumped. “Then what will we talk about?”  Chris Brogan wrote a great post “Blog Topics for Business to Business” about topics that are appealing – and yet not overboard on sales hype. Bookmark his site for easy reference.  And while you’re at it, head over to Copyblogger, which is filled to the brim with tips for better business blogging. When you are blogging for business, you are blogging to promote your business, but your blog will go NOWHERE if you are just pitching product. If you don’t believe me, believe David Meerman Scott, who talks about this mistake in his post “The Top 5 Corporate Blogging Mistakes”.  Item #2 is:
Write excessively about their company’s products and services Many marketers steeped in the tradition of product advertising naturally feel drawn to start a blog to prattle on and on about their damn products and services. But I have news for you. Nobody cares about your products and services (except you). When I visit a product-oriented blog, I immediately leave. And judging from the lack of comments on these blogs, most everyone else leaves too. You must resist the urge to blog about what your company offers. Instead blog about a subject of interest to the people you are trying to reach. What problems do your buyer have that you can write about? How can you create content that informs and educates and entertains? Read the rest of David Meerman’s post here: Top 5 Corporate Blogging Mistakes.
The point of business blogging is to STOP the “sell, sell, sell” push marketing mentality, and instead naturally attract people to your business by educating and informing them.    And while I want you to understand that your content must be compelling and non-pitchy, I also want you to see that I didn’t have to come up with all the content for this blog post on my own.  I’ve surrounded myself with smart people who’ve already written the content I want to share with my blog readers.  So instead of trying to improve on the wisdom of social media superstars like David Meerman Scott, Chris Brogan and Brian Clark (a.k.a. Copyblogger), I can send you to their blogs – or with proper attribution and a link back to their site, I can re-publish a snippet of their content on my business blog.  You can use this technique too.  The key is to find experts or business leaders who you admire.  Share their knowledge.  You’re creating a win-win-win scenario.  Your business blog will be filled with compelling content. Your readers will be happy because they’re getting value.  Your expert sources will get new readers.  It’s a beautiful new media world.  Group hug?

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Written by

Adrianne is the Chief Velocity Officer of Tornado Marketing, Inc. and a partner in The Art of Online Marketing. Adrianne has spent over 15 years helping small businesses find their niche and systematically grow their businesses through effective marketing programs and persuasive messaging. Adrianne provides valuable insight into how to market complex solutions. Her clients appreciate her practical advice and business value-driven approach to marketing. With Adrianne on your team, you’ll differentiate from your competitors; consistently draw in your best prospects; and close more deals. When not working, Adrianne is usually found cheering on her kids’ sports teams, reading, or playing games (Scrabble anyone?). She is continually seeking work-life balance and the answer to life’s larger questions.