Ah, a blog about blogging! How meta. Let’s cut to the chase because one of the rules for writing high-quality blog posts is to trim the fluff.
You can optimize the living daylights out of your blog for SEO, but if it reads like hot garbage, it’s not going to gain you any traction with leads. In fact, a poorly written blog can do damage to your brand. And in the world of telecom — where everyone’s a sales person — the last thing your business can spare is its reputation.
Don’t write just to write.
Whether you are an agent, an MSP, or a carrier, standing out with blog content is key in order to drive traffic to your website and position yourself as the solution to your prospect’s problems. But there’s a difference between writing to fill up your company’s blog, and writing to create value. The latter is what will get you readers and engagement, so value is your prime objective. And readers know the difference between click bait and quality information.
This article won’t tell you how to write snappy headlines — you can find that hundreds of other places on the internet. Here, we reveal how to make sure your blog has value so your readers remember you…and your brand.
1. Pick (and stick to) your point.
Blogging for the sake of blogging leads to haphazard, weak copy. Decide on the subject, then hone in on the deliverable you’ll be divulging to the reader before you start writing. The Harvard Business Review states: “Before crafting a single sentence, you determine the purpose and desired outcome of your communication.”
For example: If I want to write about meta descriptions for good SEO, I need to decide exactly what it is about meta descriptions I want to say.
- Do I want to breakdown the elements of a meta description?
- Do I want to provide overall advice about meta descriptions?
- Do I want to come across as the ultimate thought leader on meta descriptions?
- Do I want to inspire creativity and excellence for others writing meta descriptions?
Setting the stage for yourself with questions such as these will give your writing structure and strength. And it will be easier to complete the piece because you will have an outline either on paper or in your mind. With Bloomberg reporting that the average American attention span is now shorter than that of a goldfish, succinctness is key, which brings us to our next tip.
2. Brevity is the soul of…
Everyone hates to have their time wasted. To challenge Shakespeare: brevity is not just the soul of wit, it is the soul of good writing. This tip does not necessarily mean “write short blog posts.” Long-form posts present great value if done correctly. While the length of your blog post matters, its pithiness matters, too, and is almost more important. Make your blog post pithy by:
- Keeping it compelling: Don’t go on tangents or insert phrases/wording that is not needed. Constantly ask yourself as you write: is this part valuable to the reader?
- Making the language elegant, but not esoteric: You’ll alienate readers with words they don’t recognize. Research shows that “lower reading level often correlates with commercial popularity.”
Cutting out the fluff as best you can: Here is where editing helps a lot. Put a few hours in between you and your piece, then return to it and cut down everywhere possible.
- Having a proofreader look over your piece for redundancies: It pays to have a professional on hand.
Remember: don’t use words you don’t need. Check out this source to view examples of where cut phrases make for better, more concise writing.
3. Write what you know.
This one might seem obvious, but novice writers often tackle subjects outside their wheelhouses to impress. In the B2B world, company blogs should convey truths, facts, and occasionally opinions. What’s your area of expertise? Stick with it. For example, we are doing that here at Mojo:
- Our Digital Strategist writes about SEO optimization.
- Our Project Coordinator writes about brand development.
- Our CEO writes about marketing fundamentals.
It can become embarrassingly obvious when a professional attempts to expound a concept to which he or she is new. While this is a trite piece of advice, it’s on Stephen King’s list of suggestions, so it’s good enough for the rest of us.
4. Don’t dismiss good grammar.
The “does good grammar really matter?” debate will rage on so long as social media and writing pundits exist, but plenty of evidence underscores the persistent importance of good grammar in professional writing.
- A study shows that better grammar leads to higher income.
- Another study shows that poor grammar can kill content marketing impact.
- Experts say “your company is only as good as your writing.” That includes proper comma use.
And if you need any more proof, good grammar contributes positively to brand credibility, reputation, and thought leadership. Even if you aren’t aiming for a Pulitzer, it’s vital to keep copy clean, and — at a minimum — obey the grammar rules of your high school English class. There is no shame in Googling grammar questions; this writer does it all the time.
To learn more about boosting your brand, marketing, and all-around web presence with blogging, contact the experts at Mojo Marketing at 619.573.6378.