Here are 5 ideas to help you build a better business blog, based on my own experiences and my observations of the world’s best commercial bloggers.
1. Embrace the idea of writing some posts, which people may disagree with
The weakest posts out there, are those where the blogger tries to be all things to all people and cover every possible objection to what he or she is writing. This not only makes for over-long posts, it makes it hard for people to find anything within the post to comment on.
If you have experienced problems getting people to comment on your blog, it could be that you are leaving nothing for them to say.
2. Embrace the idea of writing short blog posts, as well as longer ones
One of the so-called rules of blogging, is that your posts should all run to over 300 words. Yes, if you write exclusively for search engines rather than people, you may do better by X% if you pad out a short post with fluff and keywords. However, if you want to write content that works for your business by engaging people, your posts need to be as long as they need to be.
For example, some of my most popular posts run to little over 100 words. This type of blogging is embraced by Seth Godin, who often writes very short posts. In fact, many of his most shared posts, are also his shortest.
3. Embrace the idea that most ‘rules of blogging’ are totally bogus
Once you have some good quality hosting and a professional looking blog theme, the only rule you need to abide by is to write useful content, which people will read, share and link to – and make it easy for them to share your work. Beyond that, you will almost certainly do better by ignoring the rules that hundreds of thousands of other bloggers are sticking to. It’s hard to get noticed, when you are following the pack!
On Jimsmarketingblog.com, one of the world’s most popular marketing blogs, I break most of the so-called rules of blogging.
For instance:
- I rank on page 1 of Google all over the world, for the term ‘marketing blogs’, even though I do very little SEO and zero SEO on my posts.
- I don’t guest post.
- I don’t attend blogging conferences.
- I don’t make sure my posts are all 300 words or longer.
- I don’t write a newsletter.
- I don’t use SEO software.
- I don’t use pop-up software.
- I don’t use landing page software, either.
- I don’t use a fancy commenting system.
- I don’t write posts that tie into a news story, to news jack.
I just turn up regularly and write useful posts. It works, because those are the type of posts that naturally get links and shares. Those links and shares take care of the SEO to a large degree and have allowed me to reach thousands of people every day, via that site.
4. Embrace the idea that your posts need to be human, rather than perfect
If you want every post to be perfect, you will seldom write anything. Your work is your voice. It’s a reflection of the way YOU see things. Be human when you write and you will not only write more great content, more often, you will also make it easier for prospective clients to connect with you and your work.
5. Embrace the idea that if you can say it, you can write it
One of the questions I get asked the most is how I manage to publish posts and articles pretty much every day. The answer is simple. I discovered that if you can speak without people falling asleep, you can write and keep people engaged too. This is linked to the previous point about being human. I found it massively easier to write on a regular basis, when I understood that writing was very similar to speaking and that I never got ‘speakers block’.
So, what would you add to those 5 ideas?
Photo: psd
Jim, thank you very much for this great article. All 5 points are so true. I especially love the #3 that the rules for blogging are bogus. I try to tell my students this. You have to write from the heart and not worry about SEO and Keywords. Give value and people will respond. Again, great post. Thank you!
David Haines
Hi David. You put it very well in your comment: ‘Give value and people will respond’. That, sir, is a fact.
I think those rules are not only bogus, but following them too closely can make it impossible for you to achieve your own, unique blogging goals.
Thanks for adding to the conversation. I appreciate that.
“Embrace the idea of writing some posts, which people may disagree with”
This cannot be overstated. People are more likely to engage when they disagree with you. There is a whole industry of professional trolling out there (Fox News, MSNBC, Rush Limbaugh) making billions of dollars. You don’t have to be a troll, but you shouldn’t be afraid to ruffle a few feathers now and then.
I love that idea, Patrick; of professional trolls.
I’d never thought of it that way before but you’re right!
How about ‘Put some passion in your post’?
A little may go a very long way!
And without passion for your product (or service), what’s the point of blogging or even being in business?
Excellent point, Linda.
People love passionate writers. It shows belief and sincerity.
Thanks!
Thank you Jim, for these wonderful suggestions! I haven’t written on my personal blog in a while and this post has really inspired and motivated me. The first and last tips really brought it home to me. I have something to say and have an opinions on various topics – why can’t I simply write about it?
I should be fearless in my writing. I should write genuinely.
I should write for ME.
You’re welcome, Nando. Let me now how you get on.
Hi Jim!
Nicky Kriel shared your post, and I’m so glad she did!
Many of us have been trained to write in corporate’ese… and it just isn’t serving us in the new marketing/pr world. It’s also preventing us from sharing our gifts of wisdom, creativity, and humor… because we’re too caught up in how we write it.
It happens with video, too.
All your tips are terrific, and I know many potential bloggers/vloggers/posters will start sharing more of their passion via writing because of this article.
Cheers!
@AndeLyons
Jim thank you for the brilliant post. I appreciate your point in #2 that our blog can be short or long depending on the the points that we want to relate to our readers.
I also like the fact that in #4 that our blog doesn’t have to be perfect and that we should write from the heart.
To your success,
Berdel Warrior
I’d recommend keeping a topic notebook or document on your computer. Blog post ideas can come at any time, so it’s important to write them down before you forget. This way, you have a place to look when you need inspiration to write a post.
Hi Jim
It’s my first visit here, I found you via a link on Facebook. Great article, I agree that blogs should be personal and therefore not perfect. You’re right about not over worrying about SEO as great content should look after it. That said, you do need to ensure that the basics are in place as you obviously have done yourself.
Looking forward to reading more of your posts
Steve
Excellent post as always Jim! I was one of those conformists who thought your were supposed to follow the ‘rules’ of blogging. But conformists never stand out from the crowd. Thank you for setting me free. I’m blazing my own trail now thanks to you sir.
Sincerely – Bill