Writing blogs is like using a muscle

Writing a blog isn’t rocket science.  It can be formulaic if you want, it can be as complex as you make it. The more complex something is, the less it’s likely to happen. That’s why we are not all rocket scientists. Looking after several multi author blogs one of the things the bloggers say from time to time is – What do I write and I have run out of things to write.

Crowdsourcing via twitter, Facebook and Forums really comes into it’s own here. People who know you through the forums, often make excellent suggestions as to what to blog about next.

Let’s say you have plenty of inspiration, how do you actually write a blog?

I like to think of it as a story and in the blog you tell that story. It’s readable, it hooks you in, you learn something and you get to give immediate feedback in the form of a comment. If only books were that good

What sounds better?

Yesterday I did 6 deliveries for 4 new customers in a white transit van

or

Yesterday was a busy day for our same day courier business. We had 4 brand new customers to deliver for and they all had different requirements meaning our organisational skills were tested – you will be pleased to know they were not found lacking!

I can expand and say how I came about those customers, what sort of things they needed to have delivered, what items they were and if it was a confidential delivery, I can say that too. The blog will show future customers and regular readers you know what you are doing, or you don’t know what you are doing.

If you don’t know what you are doing, don’t blog about it as a factual blog. Make it a “what if” blog…

What would happen in your business if you took on 4 diverse customers from a variety of backgrounds? How would you cope? Is it some businesses can deal with multiple customers better than others? Let’s explore that further, the multiple customer thing. In this scenario your blog is asking for advice and if you tweet it out or share it on Facebook, you may get comments that will help you.

Back to writing that blog…

• Tell the story and tell it as best you can.

• Be as open and as honest as your business allows.

• Just write.

In telling the story you describe the features of your business and how a client has benefited from them, the story aspect makes it readable, the blog and your company become memorable by default. Having to read lots of facts and figures is more palatable if it is part of the blog. A list of figures will get glossed over and some of the impact of them lost. Experiment, tweak, test – see what works for you and your readers.

Being open and transparent, is a good thing, your readers will identify with it and you become a credible source of information to them. Over time this will enable you to build a strong relationship with them and they will trust and recommend you and your blogs.

Just write. Seriously. JDI. So many would be bloggers spend hours worrying over the colour of their blog, spelling, what to say – it’s displacement activity. Do you think this post looked like it does now whilst I was writing it? It was one huge block of text and when I finished. &00 ish words and no capitals and very little punctuation. I started adjusting, tweaking  and formatting it. Remember the power of JDI, don’t get over zealous and edit the life out of your blog and if you make a typo or spello, it is not the end of the world. If someone comment s to correct you, they are engaging. It may not be the type of engagement you want. But it’s a start.

Despite what people will tell you, you will get better with practice. You will cringe at some of your early stuff – even if it’s very good. Writing blogs is like using a muscle it gets stronger with use. So use it.

Sarah

Useful further reading

• Six @ Six: 6 Pioneers in Corporate Blogging
• Promoting Personal vs. Professional sites and posts
• Win Copies of John Jantsch’s “The Referral Engine”