Blog Writing For Businesses – What, Why & How?

As a website copywriter, I’m often asked about blog writing tips. Soon into the conversation, it’s usually obvious that the person isn’t really in need of blog writing tips, but the learning the essentials, “what, why and how”, of even starting a blog. Here are a few key points to consider when launching a blog for your business.

What is a blog? This may be basic, but it’s something not everyone really knows and might not want to ask. Blogs are one of the most-talked (and typed) about words of the moment. Blogs (derived from “web log”) started as online diaries and platforms for discussing and sharing opinions on every topic imaginable. They have even launched careers, best-selling books, screenplays and entire companies. Blogs are now essential communication tools for businesses, organizations, publications and professionals to directly connect with a target (or like-minded) audience through informative news, social commentary, editorial ideas and industry trends. It’s updated regularly – even daily – and offers a great communication channel to talk to and hear comments from your audience.

Why should a business start a blog? Blogs are great resources for link building (generating links back to your site/blog from other sites), which helps improve your search rankings. Most importantly, a well-written and engaging blog also positions you as an industry expert who people look to as a trusted source for valuable information. It gives you the opportunity to go beyond the content on your website, and offer relevant and timely news and more personal interaction. Blogs can also generate free and effective PR by positioning you as a subject expert to the media.

How do you know what to blog about? Look at the news, industry trends, books, television and movies. Find a nugget of information that can be tied back to your industry or business and write about it from a different perspective. For example, if you own a restaurant, check to see if there is a seasonal ingredient on your menu that was recently featured on the Food Network. If you own a home improvement store, provide valuable information about heating cooling systems that help customers save money and energy.

Another great idea resource is your own email inbox. Look for any questions you’ve answered or topics

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