In the field of blog writing for business, there are some bad habits and misconceptions when it comes to the way that you approach the actual writing style and process. Some creators are very conscious of this and write content that is well-structure with professional technique.
On the other hand, the vast majority of creators seem to barely consider it professional writing, rushing through articles with no regard for coherence or structure whatsoever. No matter how you approach the writing, pretty much anything goes as long as it is interesting and your readers approve of it, but that’s usually the problem.
Because most of the blog content on the Web today is so hastily-written without any form or strategy to speak of, it tends to turn out vague, uninteresting, and unfocused. What we’re going to look at here is how to avoid exactly that and help you decide what type of writing form really works for your business blog.
Blog Writing is Still Writing
There are all different forms and styles of writing, varying widely according to the purpose of the work and the way the writer likes to work, but some things you can never dispose of. Some of the obvious themes that remain constant are grammar, sentence structure, syntax, etc.
Writing in general, additionally, should always be coherent, as well, not haphazardly thrown together. Many creators consider it acceptable to quickly throw together articles just because it’s a blog, and they are almost always working under impossible deadlines to create quality work.
First of all, any piece of writing (almost any writing) needs a beginning, a middle, and an end. A blog article doesn’t necessarily have to utilize classic devices that you would see in a novel, such as rising action, climax, and falling action; but it has to at least have a beginning, middle, and end. Some rules you can break, but that’s a slippery slope, too.
The general rule with any form of writing is that you have to know and understand the rules extremely well before you can break them because otherwise, something that writers commonly do is break the rules and just end up with a bad piece of writing. When you have less experience or talent as a writer, it’s a good idea to stick to the rules.
Treating Blog Writing Differently Can Work Against You
Generally speaking, you want to treat a blog article as a professional piece of writing like any other. If you know what you’re doing, you can definitely kind of play jazz, and create the content in an unusual way, but no matter what style in which you create it, the content should always be well-thought-out and professional.
If you write each of your articles in a thoughtful way, then you’re already going to stand out just by doing that because most blogs do not. This is why there’s a strong case for hiring a writer to create your blog articles, rather than a marketer or other staffer. An inexperienced writer won’t be able to put together a compelling, interesting article as well as a professional writer can.
If the writer can’t effectively get the point across, then the reader won’t be able to get invested in the content, causing it to not be as useful to them, which is the goal. There is also a quality issue. The quality of your blog articles, overall, is important, as it reflects on your brand, like anything else associated with your company.
Advantages of Writing a Blog Differently
There is an argument to be made for approaching blog writing in a particular way which is different from other standard forms of writing, to make it more effective for your audience. It’s true that you need to grab the reader’s attention immediately and hold their attention, which means your blog articles may look a bit different than, say, a newspaper article or short story.
People searching the Web for whatever information they’re looking for have a massive amount of content at their disposal. The amount of content they have to choose from is virtually endless, in fact, so you have to really make them want what you’re publishing. It’s actually not the worst strategy in the world to even write posts as if they are a longer version of a Tweet.
People have no attention span anymore because, honestly, there’s no need for them to wait for anything. One of the best ways to approach a blog post is to have really good subject matter—a lot of it—and then condense that into a short, more manageable form and length. The following is a good illustration for how that can work.
Many music producers ask bands to come into the studio with, let’s say, 50 songs. Then, they will select the best 10 of those songs to actually be recorded and put on the final work. In the same way, putting the absolute best of your material into a short form for your blog is an excellent way to create highly interesting content.
Writing a Blog Like a Blog Makes It Common
Everybody knows what a blog typically looks and sounds like, and that’s what most content marketers and blog writers of all kinds end up doing. That’s why most blogs read and feel the same. That’s why they’re boring and completely forgettable. This is yet another reason why it’s so easy to stand out because when you create content that consists of professional, well-formed pieces of writing, it won’t just look like every other blog out there.
“Standing out in a crowded space” is a phrase you’ve probably heard quite often, and there’s a reason for that. In the same way that a business needs to have a differentiator to attract customers, your blog has to stand out in some way.
A key characteristic of a “common” blog is that they tend to post articles that are general narrative that describes something but gives the reader nothing that they can actually use in their lives, nothing that they can take directly from the article and use in the real world. This means that the content is not actionable.
Therefore, one of the first things that you can do to make your blog stand out to readers is to post actionable content, which may consist of a variety of things. It may be a how-to article that includes a step-by-step instruction for something, or it may be advice from experts on a given subject. As long as the information is truly useful to the reader, then that is considered “actionable”, of which all your posts should have some element in one way or another.
Learn more about actionable content here:
How you write your business blog is your prerogative. The only point that we aim to get across here is that, in whatever style that you create articles, make sure that they are well-crafted—not hastily thrown together with subpar quality. There is something to be said about posting often, but when you post articles every day that don’t make sense or contain no valuable information for your audience, they are just going to skim right past your blog.
We can go into all kinds of detail describing exactly how to write articles that increase conversions for your business’ site, but creating content that stands out is not complicated. Take the time to write quality articles that honestly give the reader something they can use in the real world, in a way that is cohesive and easily-understandable, as frequently as you can.
Then, if you want to make your content truly outstanding, find a unique voice that your audience won’t find anywhere else and keeps them coming back, that they will tell all their friends about. We’re here to help. If you want to learn more, stay tuned to our blog here and feel free to request anything you’d like us to cover. See you soon!
Check out all of the articles in the series, Building Your Business Blog 201:
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Stephanie is the Marketing Director at Talkroute and has been featured in Forbes, Inc, and Entrepreneur as a leading authority on business and telecommunications.
Stephanie is also the chief editor and contributing author for the Talkroute blog helping more than 100k entrepreneurs to start, run, and grow their businesses.