A few years ago, business leaders who wanted to share their vision had just one option: they had to write books. Today, we can blog.
You can still write a book, if you want to. But if you want to get the most from business blogging, here are a few key points to keep in mind.
- Blogs are personal. Your audience wants to know who you are — and who you’re becoming. Over time, you’ll reveal your best self, as well as what you do, why you go to work each day, and how you make the world a better place.
- Blogs are brief. Most posts are just a few hundred words. Some are merely sentences. In fact, thanks to Twitter, it’s perfectly acceptable to have posts of 120 characters.
- Blogs are visual. If you don’t have compelling images to go with your updates, your readers are likely to overlook your messages.
- Blogs are branded. Because blogs are ubiquitous, you need a “look” to help your customers recognize which stories are coming from you. You create that look through branding — a consistent use of logos, fonts, colors, images, and styles. You can also incorporate slogans, hashtags, calls to action, and boilerplate copy.
- Blogs are linked. The best blog posts include links to other posts and even other writers.
- Blogs are wide-ranging. You don’t have to turn every post into a sales pitch. Because your readers interested in your products, they’re also interested in your lifestyle. Consider posting a few notes about your passions and pursuits outside of work, like your pets, your pastimes, and your favorite places.