Have you heard? It’s the new hip thing to do for businesses! Blog! Yes! Do it and you’re wildest business dreams will come true. No doubt. And, hey, I hype it up a lot as well. I just wrote a couple of pieces recently that worked off a study by HubSpot that showed how a blog is more effective than Super Bowl commercials and that business that blog acquire customers from that blog.
That being said, you can’t just throw a couple of pieces of hollow content on your blog and expect it become a lead generation machine.
Does Your Blog Reflect Who or What You Are?
It’s a question that needs to be asked. I’m amazed at the amount of blogs I read that don’t carry the tone or weight of the business that it represents. Writing, especially web writing, need not be “stuffy” and technical all the damn time! As a matter of fact, if it is, then you’ve lost me.
Of course, certain topics call for seriousness but even then…there’s a difference between professionally toned web writing and “stuffy”.
The content on every page of your blog and business site will be a telling sign of what kind of person and business you are. I like to use Cracked as an example of this. You won’t find a serious piece of content on that entire site. It’s a humor site and the editors and writers of the articles and blogs keep the integrity of that humor throughout every piece of content. And they’ve done it with a host of writers, each with unique tone and writing styles. It’s impressive.
Conversely, if you look at some other big blogs around the web that accept guest posts (or, whose content is made up primarily of guest posts) then you tend to have a mish-mash of tone and quality. Just take a look at the ProBlogger site. The topic is blogging. The posts are all about blogging. It is “topic focused” to say the least, but it hardly resonates any type of personality. It has become a good reference site…but hardly entertaining and it doesn’t resonate any personality of the owner. Sorry.
Tone and Personality Rests Solely on the Blog Writer
It’s important that your blog writer(s), whether that’s you, employees or a “hired gun”, understand the tone and feeling that you want your blog to resonate. Readers should leave your blog with that feeling each and every blog post. Ensure you effectively communicate what you want of your writers.
Yes, that “feeling” or tone will greatly depend on your business, topic and goals. Cracked, for instance is built upon humor. Perhaps you have a
locksmith business that you need to blog for. This might have a more serious tone, right? But, hell, who says that it has to? Why can’t your locksmith blog be hilarious and sarcastic? Why not blog about all the funny situations that your locksmith business has had bail people out of on your blog; drunken encounters at front doors, parking lots of clubs and amusement parks with a litter of kids. I’m sure there a stories that can entertain and adequately reflects your availability, patience and professionalism.
But, then, think about a private medical practice or an insurance agency. Most people don’t want to think “clown” and “sarcastic” when it comes to their health and money. So…yeah…you probably wouldn’t want to go slap-stick humor with those two.
Your blog has to reflect who you are and what your business is all about. But, you also have to think about the audience as well and what they’ll want to know about you…and if they can relate. Once you have that established in your blog, then all you have to do is ensure that the service or product that you’re providing is of good quality.
Then…you thrive. All thanks to your blog because your business and your blog are you!
Now…you tell me what you think about blog tone and how a business can convey their personality in their blogs. Don’t forget to follow or connect with Content 4 Blogs using the subscription box below!
Per usual, thanks for stopping by!