I mean, can we get any more obtrusively blatant?
People read blogs for two reasons – to be inspired and informed.
Did you notice that “be sold to” was not one of the reasons?
Writing good blogs is a little different that crafting an A+ English Comp paper.
Unlike other forms of writing, blogs require a unique integration of both facts and feelings (yes, even for corporate content pushouts). Readers want both their heart and head appealed to – they want to be both inspired and informed with each new post.
I tell my marketing students, “You are not supposed to sound like academic-approved Harvard Business Review, unless of course, you are the Harvard Business Review.”
Integrating the “informed” aspect of blogging is something most organizational communications professional are adept at, but the “inspired” part usually elicits an, “Oh dear god no” response.
To blog with an authentic and engaging voice, one must seek to both connect and share with their readers. This means doing away with a LOT of the corporate goobledy gook that typically characterizes traditional organizational communications language. It means actually being authentic, being original, and being real (there’s no way to fake this).
Think of your blog readers like old friends:
Reveal the passion behind the organization.
Weave your authentic voice into the content.
Empower readers to do great things with a 500 word post.
Even if you’re blogging about something seemingly boring – like yogurt or retirement planning or the not-so-fascinating growth stages of crabgrass – you can engage both the reader’s head (inform) and heart (inspire) through blogging.
The secret to creating must-click content is integrating both facts and feelings.
The objective of any blog post should never be to simply “sell”, nor should it be to “toot your company’s own horn”.
Nobody cares about that shiz.
The objective of each and every blog post should be to inform your readers of something that improves their life, and inspire them to make their life better.
I’ll leave you with a quote, that I unfortunately have no original source for (damn recycled internet):
“Blog like no one is reading. Blog for yourself first and always. Blog because you feel compelled to share things you’re passionate about, and you’ll never run out of material.”
Learn more blogging secrets by enrolling in Hannah’s DIY Marketing & PR for Busy Professionals online course. Graduate from this all-inclusive educational experience with a top notch marketing and public relations strategy along with the nitty-gritty know how to execute in a way that gets RESULTS. Visit: www.mprcourses.com for more information.
About Hannah Becker
Hannah Becker is a millennial author, entrepreneur, and marketing consultant. She currently helps brands increase millennial market share through digital strategy and public relations. Follow Hannah on Twitter@MotivatedGenY