Get off your high horse! What not to include in your business blog.
Business blogs are a fantastic marketing tool – if you can trot them out regularly enough. See what I did there!? They are a great way to build trust and credibility, and also connections - assuming you encourage comments and promote them on social media and LinkedIn. However, if you get the tone wrong, you can turn your audience off and away, faster than Winning Brew (who is, according to Wikipedia the fastest racehorse in the world, and she’s a filly!).
Don’t get me wrong, I fully understand the desire to rant sometimes, but my advice would be to always keep your blog professional. By all means, voice personal opinions, but rein in your unbridled passions. Think of it in terms of a job interview. Unless you’re applying to be the next Piers Morgan, then prospective employers are probably going to be a bit unnerved if you launch into a rant. So too will your audience. People buy from people, and in your business blog, you’re promoting yourself, as much as you are your products and services. So keep it stable otherwise you may be saddled with a reputation for being negative and aggressive.
Your blog needs to appeal to and resonate with your prospective customers. It should contain information, ideas and advice that is going to be useful to them. No matter how frustrated you are with your customers and prospects, you should never use your blog to air your grievances. They won’t take at all kindly to being told off by you. So keep any spur of the moment rants to yourself or you’ll find yourself jockeying at the back of the pack.
Please excuse the lame puns. I’m just in one of those moods!
Find out more tips on how to write brilliant blogs.
Find our how to successfully pitch your blog to an editor.
Find our how to get more mileage out of your blog.