No one wants to read boring, blah, blah, blah blogs.
You know the type – the ones that read like IKEA instructions or Britannica Encyclopedia entries.
Or what about the “my product is the greatest thing since sliced bread and here are twenty-five advantages to purchasing my product at only $29.99 + S/H and your life sucks if you don’t buy my amazing, Made in China product today at this special, super exclusive offer” blog entries?
Or how about the keyword mania ones, with every line reading like Google search entries?
I mean, can we get any more obtrusively blatant?
People read blogs for two reasons – to be inspired and informed.
Did you notice that “be sold to” was not one of the reasons?
Writing good blogs is a little different than crafting an A+ English Comp paper.
Unlike other forms of writing, blogs require a unique integration of both facts and feelings (yes, even for corporate content pushouts). Readers want both their heart and head appealed to – they want to be both inspired and informed by each new post.
I tell my marketing students, “You are not supposed to sound like academic-approved Harvard Business Review, unless of course, you are the Harvard Business Review.”
Integrating the “informed” aspect of blogging is something most communications professionals are adept at, but the “inspired” part usually elicits an, “Oh dear god no” response.
To blog with an authentic and engaging voice, one must seek to both connect and share with their readers. This means doing away with a LOT of the corporate goobledy-gook that typically characterizes traditional organizational language. It means actually being authentic, being original, and being real (there’s no way to fake this).
Think of your blog readers like old friends:
Reveal the passion behind the organization.
Weave your authentic voice into the content.
Empower readers to do great things with a 500-word post.
Even if you’re blogging about something seemingly boring – like yogurt or retirement planning or the not-so-fascinating growth stages of crabgrass – you can engage both the reader’s head (inform) and heart (inspire) through blogging.
The secret to creating must-click content is integrating both facts and feelings.
The objective of any blog post should never be to simply “sell”, nor should it be to “toot your company’s own horn”.
Nobody cares about that shiz.
The objective of each and every blog post should be to inform your readers of something that improves their life, and inspire them to make their life better.
I’ll leave you with a quote, that I unfortunately have no original source for (damn recycled internet):
“Blog like no one is reading. Blog for yourself first and always. Blog because you feel compelled to share things you’re passionate about, and you’ll never run out of material.”
About Hannah Becker
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.