Blog writing

Writer and tech expert George Siemens said “Where the Internet is about availability of information, blogging is about making information creation available to anyone.”

What does that mean for you as a small business, a not for profit or even an individual?

Getting your information in front of your audience can be done in many different ways – but for long form written story telling that educates, entertains and inspires it’s hard to beat a really great blog.

Everyone does it – from the kid down the road to Richard Branson – but not all of us have the time or skills to do it well. That’s where I can help. But first…

What makes a good blog?

Well first let’s take a step back and ask the question “what is a blog?”.

In a nutshell, it’s a regularly updated corner of the internet containing written logs of information. It differs from news articles in that it’s less structured and formal, a much more free flow of information than your classic “who, what, why, where and when”. But, it’s gone well beyond the old-school online diaries (remember Livejournal, anyone?) and has become a way for anyone from high-powered thought leaders to stay at home mums to share their thoughts, insights, dilemmas, emotions and knowledge in a way that, if done well, is educational and entertaining.

What blogging gives you that your average website copy, brochures and advertising can’t is an opportunity to share something with your clients beyond just selling and asking. It’s a chance to connect in a way that might normally have happened with a client over a long lunch, except now you can do it with hundreds, thousands or millions of people around the world.

Doing that well is not just a matter of smashing out 700 words on any old topic and hitting publish. But neither should blogging be confined within a rigid framework like your more traditional news pieces or press releases.

Instead a good blog lies somewhere in between and, above and beyond all else helps get your customers (or potential customers) get one step closer to solving a problem. And hey, if you are the person or company that can solve that problem – all the better?

Is blogging right for you?

Every one can blog, but that does not mean everyone “should” blog. If you are thinking of engaging a copywriter to write blogs for you there are a few things to consider

  1. Why do you want to blog? If it’s just so you can talk endlessly about your products and services consider rethinking this strategy. Blogging needs to go beyond simple “sell sell sell” – what problem can you help your reader solve, think about an answer that isn’t just “buy my product”. I promise you that by building your audiences trust and giving away a little bit of your knowledge for free, the long term benefits will pay off.
  2. Who is your audience? -Do you know what your audience looks like? If not it can be hard to get started. What are their interests? Where do they hang out online? What do they want to know about? You need to understand this before you pick up the digital pen, so to speak.
  3. What is your marketing strategy? Putting a blog online, no matter how well written, and hoping for the best is unlikely to yield you the results you want. If you want to start blogging make sure you have a marketing strategy in place. It is rare that a single platform, or a single action will single handedly drive customers, donors or attendees to your door.

Get started blogging today. 

Do you have 100 blogs ideas sitting in a notepad, but no time to do it?

Engaging a professional copywriter to help you make those blogs a reality is a great way to get started.

I work with clients to create beautifully written, engaging and entertaining blogs that help customers connect with businesses and not for profits. Whether it’s through inspiring storytelling, well-researched facts and stats, or more often than not a combination of the two, my blogs have helped organisations and business to successfully engage their audience and drive them to take action.

Want to discuss your blog-writing needs? Give me a call on 0437 473 087 or email me at emma@escommunications.com.au.