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Be Better at Blogging for Business


Sales and Marketing
Blogging in your spare time is a walk in the park. You can throw up pictures of your pets, your other half and all your selfies but the same rules don’t apply when blogging for business. Blogging for business is a marketing boat that you have to learn how to sail and we’re going to give you the anchor and show you how.

Ask Two Questions

Before you go on your inspired writing journey and pull out all your best business jargon and Pulitzer-prize winning metaphors, know your target audience and what the key messaging is. Without the answers to these, you will be pumping out content that is irrelevant. Hone in on exactly who should be reading your blog and why then work towards a piece of Shakespearean brilliance.

The Plan

Set aside time to create a plan for your blog. What will be the hook at the beginning? What is the main body of the blog going to be? Will it end with a call to action? Once you’ve got some notes, dive headfirst into the alphabet pool and work your magic.

Tone of Voice and Style

Every writer has a unique tone of voice regardless of whether they write for business or not. However, it is especially important in business to use the right tone because you have a set goal that needs to be achieved. Understanding your brand and the voices within your organisation will help you determine the correct voice. For example, if you’re aim is to sell to high-end businesses, your tone and style has to reflect that. Don’t throw around colloquialisms like they’re going out of fashion – you can still be interesting without sounding chatty. You want your blog and your company to be remembered for all the right reasons. Potential customer’s need to believe you are the go-to people and the answer to all of their business prayers. So stay appropriate, add a smidgen of humour and a whole load of A-class knowledge.

Read Other Blogs

All writers need to read other materials; see what they do, what you like and dislike and what effect they have on you. Does it make you want to buy the product/service? Learning to experience content from a customer’s perspective will help you determine what works and what doesn’t. Words like ‘traction’, ‘adoption’ and ‘b2b’ will soon become your best friends. A good place to source content from is

The Power of Sub-headings

You’ve nailed the blog and it’s good to go but it looks like one of your old English essays from back in school. Break up long pieces of content with sub-headings; chunks of words are a massive turn off.

Social Media Hype

Once you’ve published your blog, don’t sit back, relax and wait for the customers to come rolling in. You need to get it out there by hitting the social media channels full force. The best way to do this is to use marketing saviour Buffer to schedule all of your Tweets, Google+ messages and Facebook statuses. No more copying and pasting endless links; we’re moving with the times.

Track and Evaluate

You’ve spent a lot of time planning, writing and publicising your blog so be sure to track how many shares and likes it’s received. Buzzsumo will show you how many thousands and millions of people are loving your content. There’s nothing that will cheer you up more on a dreary Monday morning. Content marketing is having its own revolution. With blogging and social media taking over, you need to get to grips with the basics and become a master at modern-day marketing. Trust in these tips and you’ll be thanking us later.

Katrina Holmes

Hey, I'm the Content Manager at Ebsta responsible for creating and maintaining our web content, blogs and our hip 'n' happening social media presence.

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