It’s graduation season and if you’re part of the class of 2013 or newly hired at your first job, you may find yourself assigned to producing good blog posts for your company. Congrats! One of the new things you are about to learn is that social media and blogging aren’t just for personal expression and keeping up with friends. They are tools that businesses can use to reach out to potential customers.
If you’ve been asked to manage your company blog, you have one of the most important and visible marketing positions in your organization and amazing blog posts will attract people to your business.
Good writing is fresh and lively and gets straight to the point, especially in a format as brief as a blog post. Don’t waste words on generalities. Introduce your topic immediately and focus your writing on the key elements to get your point across. If you’re writing for a plumbing company, for example, pick one service to write on for each post.
One element of good blog posts you’ll need to learn is how to use keywords. Keywords are vital, since they are the flags that alert search engines to your blog and allow potential customers to find it. It’s important to use keywords naturally as they occur rather than forcing them into your text. When you first start writing blogs, take a little extra time with your writing to make sure keywords flow as naturally as possible. I even suggest reading your posts out loud to see how they sound and if they are fun to read.
Another element in the art of ghostwriting is to determine the appropriate voice for the blog. It will probably be different than either the academic papers you learned to write in college or the writing you do on a personal blog or Facebook. Think about the kind of business you’re writing for and determine the level of formality or chattiness that is appropriate. You may also want to discuss the voice of your blog with your marketing team or company owner. That’s one of the secrets to writing amazing blog posts that not only make you visible, but make your customers return to read more!