3 Tips for Business Bloggers

Number 1

You don’t get style points for strange

I try to follow all things catalog and I received the post below from a blog I follow(ed) called Thought Catalog, here’s the beginning of the post:

Thai Food Is God’s Gift To Humanity

It is Sunday night in the city. December. The world smells like a urine harvest. A fallen hair on a curb gazes up at you, quivering.”

I had to stop reading, I was laughing too hard. The rest of the post was like a vulgar Philip Marlowe mad lib. Sometimes when you try too hard to stand out from the crowd, you end up standing alone.

Now in all fairness, it turns out that Thought Catalog has nothing to do with cataloging. Phew!

Number 2

You aren’t stuck with just one blog

Christopher Kimball of America’s Test Kitchen fame, used to write the America’s test kitchen blog, it read like a long walk in the Vermont woods with his horse, sharing old stories about times past. I’m a big fan of Christopher Kimball from the show, but his personal blog was just too personal to connect with me—I’m in it for the food. At some point, I’m not sure when, The America’s Test Kitchen Blog got a complete makeover. It is quite fabulous and looks like an online magazine for the show. Christopher Kimball shares his thoughts and stories on his personal blog now. As a fan of the show, with limited time, and a very different lifestyle, I am 100% happier with the new blog. Chris’s loyal fans still have the blog they love. Two blogs = win + win.

Your business blog should connect your customers to your business. If you have personal stories to share that aren’t relevant to your customers/audience, start a personal blog. If you have multiple customer profiles that don’t share a lot of overlap, consider multiple blogs.

Number 3

Respect Your Readers’ Time

Notice I didn’t say write short blog posts. Some (mostly tech) writers write really long posts but they are explaining an issue or giving a tutorial, so it works. It’s fine, even desirable, to write short posts. Seth Godin does a fabulous job of being brief and consistent. He blogs every day. Sometimes it’s just a sentence or two. He makes a point and lets his readers think about it. I always have time to read Seth’s Blog, and I think of him every day, because he posts every day.

Finding a credible voice and point of view takes a while. There are millions of blogs looking for attention, and there is a readership for all of them, even vulgar, Thai food loving Philip Marlowes. The trick is to find a voice that your customers want to listen to.

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Sarah Fletcher
President/Creative Director Catalog Design Studios Inc.
Co-Founder Catalog University