Are you a business owner?
Were you told that you need to have a blog to promote your business?
If yes, you were told correctly.
If you don’t have a blog promoting your business and your brand, today, you are missing out on many potential customers.
But for the sake of the topic at hand here, let’s say that you are well aware of the fact that you should have a blog linked to your business, but you’re not quite sure how to convey the voice of your brand with your writing.
What do you do?
If you would like to find out, I invite you to read this whole article, and you will have a much clearer idea about how it’s done.
If not, you can always contact me with your questions.
If you feel that you don’t have the writing skill or the time to write the type of content that would help you gain more targeted customers, I’m here to tell you that’s not the end of the world. There are other methods that many business owners are using right now.
For example, they hire someone to write for them.
I can help you promote your writing with epic content
But in the meantime, let me give you some advice about creating content to conveys the voice of your brand, so you’ll be able to spread your reach and attract more customers.
Your Content is a Means to an End
The first thing that you need to keep in mind is that the content of your blog is a means to an end, not the end.
You are using your content to inform and educate your potential customers in such a way that they will get to know about you, about your business, and about how you do business.
The content that you will write for your blog will become that bridge between you and them.
The craftier your content, the more potential clients you will be able to attract to your business.
This actually has a name. It’s called content marketing.
If done well, it’s very powerful. But if done wrong, it will simply go nowhere.
That’s why it’s very important that you understand from the get-go, that your content is a means to an end, and not the end.
What Does this Mean Exactly?
It means that through your valuable information you will be able to promote what you do, and what your business is about.
Through the content that you’ll deliver on a regular basis, you will start building connections, not only with potential clients or customers, but also with other business owners who own businesses that are not in direct competition with yours, but rather complementing yours.
For example, you are a dentist and you want to start a blog to build trust with your potential clients. You may want to let them know of all the modern technology and options that are available to them nowadays.
You also want to educate them on the painless treatments that you have, and maybe also about your payment plans that work with any type budgets, and so on.
If you were a dentist creating valuable content to voice your brand, you wouldn’t want promoting and share your blog ONLY to your target audience, but you should also try connecting and sharing your content with periodontists, orthodontists, endodontists, or prosthodontist.
While those specialists are in your fields, they are not your competitors.
Then you could go one step further.
You could connect with generalists, and another type of doctors as well.
All such connections could lead to potential clients for you. And you could lead to potential clients for them.
That’s called smart networking. And this can be done with any type of brand and businesses.
But it works only if you have a solid content base.
It’s practically impossible to do if you have no valuable information to share in the first place. The best way to share value online is through well-crafted content.
What Makes a Well Crafted Blog Post?
A well-crafted blog post is made up of several different elements, that we are going to analyze one by one in this article.
1 – Your Blog Post Needs to be Online Reading Proof
What does this mean?
It means that if you were to write a blog post the same way you would write an essay or even a letter, you would have a very hard time getting readers interested in your online article.
A typical effective blog post should have the following:
- Short sentences
- Short paragraphs
- Breaking grammar rules that don’t work on blogs
- Start sentences with words such as; and, or, because, and but
- Use the pronoun “you”
- Be about your potential customer
- Written in a conversational style
Try to remember these basic blog writing rules when you write for online readers. If you do you, will attract more and more readers over time.
It’s very important that you understand those online writing rules because they make a huge difference to the reader. If your writing style is not inviting, they simply won’t read your content.
2 – Use Emotional Words
If you are to write online, you need to know that emotional words work and make people take action.
However, they don’t make up for bad writing. You should ALWAYS remember that.
Here are some examples of emotional words…
It’s one thing to say, “this is good writing,” and it’s another to say “this is dazzling writing.”
It’s one thing to say, “I’m OK,” and it’s another to say, “I feel fantastic.”
It’s one thing to say, “he was happy,” and it’s another to say, “he was thrilled.”
Which words feel more powerful to you?
Which words trigger your emotions most?
You tell me.
Even though it may seem simple, knowing how to use emotion-trigger words is an art. That’s why some companies pay copywriters thousands of dollars to write sales copy that converts.
Because they understand that it’s worth the money to pay two or three thousand dollars to write a professional sales copy that will bring them hundreds of thousands of dollars (maybe millions) than writing their own bad copy that will bring them not much at all.
Now, let me tell you a secret. Those copywriters are not reinventing the English language, but they know what emotional words to use and where.
That’s what good copy is all about.
However, you don’t have to be a top copywriter to write great content. Speaking from the heart and some good practice can do miracles.
And we’re not talking about sales copy either, but blog articles.
So don’t feel that you have to know all the tricks of a copywriter either. Just learn to use power words whenever possible and you’ll be fine.
3 – Be Creative
Writing blog posts week after week to promote your brand and your business the correct way is not always easy.
It’s a simple concept, but it’s not easy, that’s why many companies hire professional writers to take care of that part of their business, so they can concentrate on what they do best.
If you do decide to take on the blogging and writing side of your business, you should write down any ideas that come to mind as they come.
The best way to do this is to have a notepad or a recorder with you at all time, so you could take notes or your ideas as soon as they come to mind.
Then the way you present your ideas can also be written in different formats such as:
- How to articles
- Interviews
- Roundups
- Reviews
- Personal stories related to business
- Informational and educational articles
And whatever ever else you may see fit.
There are many different ways to keep a valuable content blog that your potential clients and customers will benefit from, and even become in expectation of, but you will need to put your creative hat on.
You need to learn how to convey your brand with insightful content.
4 – Remember to Use Basic SEO
You do not need to be an expert in SEO to write content on your blog, but you should know some basic SEO tactics, so your articles will be search engines friendly and easy to be found by your potential customers.
Here are some basic SEO tips to keep in mind:
- Use your keywords in the URL of your blog post
- Use your keywords in your title/headline
- You’re your keywords within the first 100-150 words of your article
- Use related keywords naturally within your content
- Link the images of your post to your keywords
- Link to authority sites when appropriate
These are just basic SEO tips. If you feel up to it, you can search for more information about this topic online.
5 – Post Regularly
Once you start your blog, posting articles regularly is key.
Nothing will confuse people and turn them off more, than posting sporadically any day of the week, when you feel like it, or when you have time for it.
This is another reason why may companies hire writers. This way they can rest assured that their content will fall on their laps on time each week. Like a clock.
There is no right or wrong, as far as how often you should post, but the ideal is 1 to 3 times a week.
If you post once a week, that’s perfectly fine, but you need to pick a day and stick to it.
If for any reason you had to change that day at some point, you should announce it to your audience, so your readers would know what to expect.
6 – Hire Someone
There you have it!
The basic MUST DOS of blogging for business owners who want to promote and voice their brand, so they can expand their reach far and wide.
But if you feel overwhelmed and would rather have someone else do all the work for you, you can contact me, and I’ll be happy to help you with your writing, and take that weight off of your shoulders.
Please, leave your comments or questions in the commenting section below!
Hi Sylviane,
WOW! Fantastic article my friend!
As I was reading I kept thinking to myself how important it is to really find that one message that is uniquely you and keep driving it home. It’s so important and to be honest I discovered mine by osmosis, lol… not really but it felt that way.
My brand has become a combination of the word choices I use such as “what business are you “really” in?” but my voice has become a part of my brand to the point that my regular readers know when it’s me just by the topic or the style of writing.
I was flattered when a number of them said that on recent articles I wrote for Carol Amato, Sherryl Perry and on SEMrush.
So, I say all that to 100% validate what your saying in this article in addition to pointing out highlighting the importance of the consistency. I think that’s where so many get into trouble is they talk a little about this and a little about that and then end up confusing themselves in their branding.
we all have to stop chasing ideas that don’t match up with who we are.
Great post Sylviane. I love the work you’re doing here!!!!!
~ Don Purdum
Don Purdum invites you to read..Your Marketing Isn’t Working Because It’s Not a One Way Street
Hi Don,
Well, I’m thrilled that you seem to like this post and that’s a good sign too. My articles are going to be much more potential client focus from now on, so you should see more focused topic like this one as time goes on.
I can totally help people who have no clue about what they need to write on their blogs. First off, because I’ve been there and second, because I feel like I’ve totally gotten it now. Sometimes, all that’s needed is a little twist. And voila!
My writing has improved and my marketing is improving too, and I feel that within a couple of months I’ll be on top of my game like I’ve never been before, by any stretch of imagination.
The more I understand what I’m doing, the clearer things because and the more ideas I get to write about too. I feel like this is definitely my year!
Thanks so much for the warm feedback, and have a fantastic week ahead!
Hi Sylviane,
When trying to convey the voice in our brand, it can be tricky business. I love how you described content marketing. So true… it is giving value to your readers but we must have something behind that to market.
We give our readers a way to get to know us and that builds the KLT factor. We do this consistently and make sure we have good spelling and grammar. We check it’s readability, making sure that there is enough space so it is easy to read.
But we must have a plan behind all this. As we engage on our blogs, we do have our products and/or services in mind. We keep on reminding them “hey…I’m here to help you out”
When done correctly, it works! Now I know if someone asked me if I know who can write for them you come to mind immediately because you not only have the experience, but all they have to do is check out your blog and see for themselves.
Fantastic job Sylviane.
-Donna
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Hi Donna,
So true. Content alone, good or not so good, will not do a thing if you don’t have a clear picture about what marketing route you need to go.
Why do I know it so well? Because it’s been me for the longest time, but now I know way better where I’m going. That’s why you may be able to sense some swift into my content. It’s all getting better and I went up a notch for sure 😉
My self confidence has improved tremendously as well, for both my writing and coaching biz. I getting so on top of my game. I know it now, more than I ever did.
As always, so appreciate you feedback, and have a fantastic day!
Hi Sylviane,
I agree with everything you’ve said here pretty much. I mean it really doesn’t matter what you’re doing online, I think that a blog is important for making those connections.
Granted, I think there are a few niches where a blog perhaps might not do any good and I’m using the niche of construction work as an example. There are very few of them though. My brother’s business is one of them as well. His is the only one like it so he doesn’t need the blog to drum up more.
Anyway, your tips are what is important and for those that don’t consider themselves good writers these are wonderful lessons. Before I got into the online business I had no clue about power words or how to draw people in. I still don’t do a great job of it but if you’re using your blog to really drum up more traffic and business then you need to take this seriously.
If people aren’t able to crank out that content on their own then they definitely need to hire someone to help with that. Someone who knows what they’re doing and can lure them in with their words.
Great share Sylviane and I’ll be posting this one around the web too. Important lesson for us all.
~Adrienne
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Hi Adrienne,
For sure businesses that don’t get any customers from the online side of things, probably don’t need to have a blog, but at the same time your comment made me think of a guy (I used to host his site for him), he was doing landscaping decorations and things. In his case, if he had been good at writing or wanting to hire someone, he could definitely have blogged about his business. I could totally see that.
So, even businesses that handle this type of work could still benefit from blogging (at least in some cases). But at the end of the day it’s up to them.
Thanks for your feedback, Adrienne, and have a great day.
Hi Sylviane,
Awesome post here.
There are many things that makes a well crafted blog post and you named a lot of great ones here.
Your post does have to be online reading proof. People read offline text (essays, books) differently than online text. With online text, you have to keep sentences short, be conversational, etc.
I like your point about being creative. You do have to be creative these days to stand out and one thing that I’m starting to do is create more case studies. Mainly because they’ll provide actual results as opposed to just theory.
Lastly, your point about SEO is spot on. I’ll admit that I don’t use SEO as effectively as I should and that’s my own fault. I need to start paying more attention to using keywords in my posts an get more Google Love.
Great post here once again.
– Andrew
P.S. your post about posting regularly is interesting. How would I go about it if I wanted to change my posting date? Or test various dates to see which ones are better to publish a post? I publish once a week right now so that may be sort of difficult I guess.
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Hi Andrew,
I’m glad you appreciated this post and liked my tips here, which I know you know about yourself.
Yes, our posts don’t need to be top notch SEO, but just by applying the basics as mentioned here, that’s good I think.
To answer your question about changing posting dates, you could; a) Simply let your readers/list know about your change, and when exactly you’ll be posting starting when. Or, b) Ask them when they would rather have your new posts or post (which day/s of the week? Doing some type of survey.
I hope I answered your question, but if not let me know.
Thanks for your input.
Hi Sylviane
Very relevant topic for businesses who yet to grab their full market share in online world and just taking stereotyped steps with social media and a standstill website where one can find lengthy contents of about us and our team sort of info but no convincing why people buy their products.
Actually in the beginning a big number of personal blogs have created an impression that a blog is meant to sell products and not to help sell products. There is a big big difference between the two.
Selling products at a blog is a limited concept of blogging while helping to sell products with a blog is its actual concept and affiliate marketing also falls under this concept.
Thanks a lot for sharing this post that fully justified why business must start a blog and exploit its full potential to grow further.
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Hi Mi,
That’s true few years back the concept of a blog was more about selling products directly, rather than writing smart and valuable content to attract customers that way. I have never liked that concept even when I used to use it. But I do love the idea of creating educational and informative content that is meant to help the blogger/business owner build relationships with their potential customer/clients.
Thank you for coming by today, and have a good one!
Great advice. I totally agree with online readability. I like to structure short sentences (as you also mention) and include many titles so that way the reader can scan through the article and read the section that interests them.
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Hi Charlotte and welcome to my blog.
I’m glad you enjoyed the read and thanks for coming by and sharing your feedback.
Hi Sylviane,
Thank you for this informative post. Loved the dentist example that you have used to explain smart networking.
Valuable content is the core of a successful business. If your content lacks value, it is impossible to leverage networking or any form of marketing strategy.
We all have a unique style of writing and that’s what differentiates us. However, using a few phrases and emotional words can add that extra punch to your writing. It is difficult to master the technique, however I will definitely give it a try 🙂
Frequent posting is very important. It not only keeps the interaction going, your posts tend to get indexed faster by search engines. Also, simple SEO techniques that you have highlighted can work wonders in generating organic traffic.
This was a really nice read Sylviane. Thanks for sharing and have a great week ahead!
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Hi Arpit, and nice to see you back.
I’ve noticed that since I post regularly on my blog 3 times a week, Google/search engines and Alexa ranking as well seem to like it. when I merged my 3 blogs, and after having neglecting it few weeks before, between the holidays and the fact that I knew that I was going to merge, my Alexa ranking took a huge beating, but this past week it really made a huge jump for improvement. So it’s good, even though Alexa ranking is not that important.
Also because of the fact that I post 3 times a week I have comments coming in every single day, even weekends, so that’s really great. That’s an average of 70-80 comments a week, which Google likes as well.
I’m glad you liked my dentist example. Since I’m going to the dentist a lot these days, it came to mind easy LOL!
Thanks for your valuable feedback.
Hey Sylviane,
I’ve been trying to follow these tips to the “T” within the past month.
As a matter of fact, as you know, my past two post were about copywriting formulas, which helps my readers as well as for myself to follow a good format.
The only one point that you made that I’ve been slacking in was picking a day to post my blog. I publish a blog once a week, but it’s on different days. I use to try to publish my latest post on Mondays, but as you already know life gets in the way.
But one thing is for sure and that it hasn’t done too much damage on my results. I’ve been focusing more on promoting my blog by doing more commenting, sharing it in communities, and on social media. Plus my open rates have gotten better among my subscribers.
Sorry for going off the topic a bit. I just wanted to say besides tip 5 for me, the other tips are definitely vital in the voice of your personal brand through your blog.
Thanks for sharing Sylviane and you have a great rest of the week!
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Hi Sherman,
No apology necessary. You sure can express yourself freely in your comment.
Now I didn’t know that you don’t have a specific day to post on your blog, but I guess that explains why the other day I went there and there were no post or sometimes I get there and there are already many comments. So, my advice to you is try not to let life get in the way of your post, and post the same day each week. Just my two cents, but it kinda make sense, no?
Thanks for coming. Always appreciate that.
Hi Sylviane,
Great advice on conveying the voice of our brand.
I like how you said your blog content is a means to an end but not the end and it is the bridge that will connect our business with our clients. That’s really important and I have been thinking about how to do that connection with my blog as I feel that link is missing.
Thanks for sharing this Sylviane, and I like how you are targeting your audience with your content. That’s awesome as I can now see clearly the link between your blog and your business.
Great Share as always Sylviane. Have a great week ahead.
Be Blessed,
Neamat
Neamat Tawadrous invites you to read..Unleashing The Power Of Encouragement!!!
Hi Neamat,
Well, that’s really great that you can actually see what I’m trying to do with my content here. The reason you might not have been able to see that before, it’s because I wasn’t doing it right, but with the help of a coach and some brainstorming, I’m getting there. Refining the machine LOL!
In your case, what I would do is make a list of 10-15 items that you are treating in your business at any level, and create blog posts based on each one. I think that’s what you are doing, but it’s a bit too general maybe.
If you want to discuss that with me over a Skype discussion, I can totally do that for you. Just let me know. Many people have done it for me and I’ve done it for others before, so that’s totally OK, don’t by shy if you’d like that.
Thanks so much for coming, and have a wonderful day!
Hi Sylviane,
I am very interested in the article that you was described on each point above. Every point you explained it again into more detailed sub-points. For example, point #1 you talked about how to make a blog post needs to be online reading proof. From some sub-points that you mentioned, there may be one of point or not only one where I have not implemented it well. Therefore the brand that I will convey to the audiences, it is not completely delivered well. And for the next points are the same that you describe it. I think all of your points become my analysis as well for my brand. So helpful.
Thanks for great share, I really like it!
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Hi Ahmad,
I’m so glad that you found my article and that it was very helpful to you. Very flattered and happy about that. Hope you’ll come back for more in the future.
Thank you for your input. Very much appreciated.
Hi Sylviane,
I couldn’t agree with you more about this. I still have some things to learn about content marketing but I love how you described our content as the bridge between us and our customers and that visual is going to stay with me from now on. 🙂
Thank you for reminding us about the basic blog writing rules. Here I was avoiding beginning my sentences with words like and, or, because, and but when all along it’s okay to do. I learned something new today. 🙂
As busy as I have been lately the thought of hiring someone sounds awesome. I’m going to give that some serious thought.
Great stuff Sylviane! I’m passing this on now :). Hope you’re having a great week!
Cori
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Hi Corina,
Visuals are great, aren’t they? So glad I was able to pass a good one along here 🙂
Oh, yes. On blogs it’s 100% of to start sentences by or, and, because or but. Works great. All big bloggers do that all the time.
Well, if you’re busy that’s a good thing. That’s how I like it.
Thanks for your feedback.
Smart tips! Thanks! Brands have personalities just like people. One blogger says that the brand voice uses every opportunity to highlight the eureka moment. Self-explanatory that we should give importance of our brand voice. I deem the tips here are very awesome if used correctly.
Using emotional words is effective. The examples are useful, and I must add that we should keep in mind to use active tone and simple language to convey immediacy.
metz invites you to read..Shamsudeen Adeshokan ~ The blogging Coach from Nigeria!
Hi Sylviane,
Every business now needs a voice that should be conveyed to the audience. With proper writing and blogging this can be achieved.
What always seems complicated for us are the simple things we have neglected consistently.
For any business to keep thriving online/offline, there is need to stick with a voice. This will consolidate the brand.
The tips to blogging/writing copies you have shared in this post are handy. As someone who have written quite a number of blog posts for clients I feel excited being reminded of the need of going back to the basics!
I have left this comment in kingged.com as well.
Hi Sunday,
I’m glad you appreciated this post.
Thanks for coming. Very much appreciated.
Hi Metz
Thanks for visiting on my blog and I am glad that yo found my articles useful and you liked it. Hope you are doing well.
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I agree, we all need blogs for our businesses. Its great for keeping your content up to date and gives readers a reason to come back.
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HI Jake,
Sorry, I seemed to have missed your comment here.
Yes, all business owners should have a blog, even offline businesses as a matter of fact.
Thanks you for coming by and contributing to the conversation.
Hi Sylviane,
This is my first visit to your blog .I am very happy Google redirected me to this wonderful post. every line have something new to learn every point is attractive full of knowledge .A big thanks to you for posting such a helpful post .
Thanks
Sylviane
Hi Sylviane,
This is my first visit to your post . I am very happy Google redirected me to this page . Every line have something to learn from it. I have learn many thing s from this post .You have to go long way ahead .You are talented no doubt .I am waiting for a lot more good post from you..A big thanks to you for posting such a wonderful post .
Thanks
CATRINA
Hi Catrina,
Well, I’m certainly glad you’ve found me through Google as well, and thank you so much for the huge compliment. I hope you will come back, and that we can get to know each other.
Thank you for your wonderful comment.
Thank you for your nice post I really enjoy to visit this type of post.I feel very happy while I’m entering your post. Thank u for your nice post….
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Great post .. 🙂 I didn’t know these all factors makes our websites/blogs to get branded.. 🙂 Moreover i’ve a doubt. While we search website alike Snapdeal,Jaboong and all.. We can see its sub part at the search result like Deal of the day,offers.etc etc.. Does they appears only even if our website get branded??
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Hi Sherinbaiju,
Sorry, I’m not sure I understand your question. Could you re-phrase it maybe?
Thanks for coming.
~Sylviane