Customers are no longer satisfied with merely good products and good customer service. Today, you also need to provide your customers with valuable insight into who you are, what makes your company tick, and why you are more relevant than the competition.
One of the main ways to build a relationship with your customers and prospects is through your company blog. Today, we’re going to review the essential steps in writing a professional, stylish blog. Soon, you will know just what it takes to elevate your business and set you apart from the competition.
Step 1: Create a Clean, Crisp Introduction
Notice in the above introduction that both paragraphs are relatively short and that they both contain concise sentences. Remember those days back in school when your goal was to stretch one idea into a 5-page report? Okay, take that idea and just do the exact opposite. With a blog, you want to deliver a message in as few words as possible.
There is a logic to brevity in blogging. Many readers turn to blogs for information that can be quickly digested. You don’t want to lose a good reader in a full-page paragraph or a sentence that runs on to the moon and back.
For your intro, it’s best to use 2-3 very small paragraphs. For your sections, you can use more. Just be sure to stick with the “short paragraphs” rule. Typically, you should have no more than 5 lines in each paragraph.
Step 2: Interject Graphics to Retain Attention
In this section, and in the last, the images serve to break up sections of text. When choosing images for your blog, it’s important to look for photos and illustrations that will serve to better your article. Creating a strong visual identity for your blog can be just as important as strong text.
One common practice is to start each section with an image. Feel free to then apply images wherever necessary. For instance, if you reveal in your section that you prefer a cappuccino while writing your blogs, the following image may help prove your point.
Step 3: Stay On-Topic
When you’re writing a company blog, think “compression”, not “confession”. Meaning, this one blog isn’t the outlet for every idea in your idea box. Stick to your one topic and you’ll create an organic editorial flow that should lead naturally to its conclusion.
Were this blog about writing blogs to suddenly shift to discussing the merits of eliminating drinking straws in the office and/or the benefits of morning yoga, not only would we interrupt a solid train of thought, but we would also risk losing our reader.
As a rule, try to refine your message down to about 500-700 words. (This blog clocks in at 619.)
Step 4: Bring it All Back Home
Your conclusion doesn’t have to be as comprehensive as it would be in a whitepaper. It should, however, wrap your perfectly packaged blog up in a satin bow. Here’s ours for this article:
Are your sentences and paragraphs short? Do the images you’ve selected reflect your editorial tone? Have you stayed on topic? Do your paragraphs transition smoothly, creating a natural flow?
If you answered yes, you’re ready to publish your first professional blog.
Would you like more business tips from the folks here at SAGE? Stop on by our blog. We have tons of solid advice. You might want to start with this article that features 5 Ways Content Marketing Improves Your Business.