It’s not easy to launch and maintain a good company blog. Either you have to do it yourself, or you have to hire someone else to do it.
Either way, you have to know what a good blog post looks like.
Let’s pretend, for a moment, that every blog post in the world is written with the appropriate spelling and grammar. With all other things being equal, what makes a good blog post?
A good blog post must have personality.
No jargon. No geek-speak. No dry corporate zombie talk.
You don’t have to go out of your way to be “hold your sides funny.” I’ve seen people who think that, and it drives me a little nuts, because for the most part people aren’t nearly as hilarious as they think they are!
But you should at least write like you talk. A good blog post is very accessible. It’s a conversation between you and the people who might read it, and nobody has time to wade through boring, stilted content.
Blogs are children of the magazine industry in a lot of ways. Magazines surround stuff they want to sell with interesting content, which makes people more inclined to buy those things. And let’s face it, unless you’re writing a personal development blog you probably have something you want to sell.
Think about every magazine article you ever read. It had personality, didn’t it? You always had a sense that a real person was writing it, didn’t you? On some level, it even entertained you, even if the article was “how to clean your yard” or something even less glamorous.
A good blog post answers burning needs.
How do you know the burning needs of your customers? In my opinion there are some easy places to start.
In my experience, every business gets the same 20 objections constantly, and they get the same 20 questions constantly. Together, these issues constitute 40 posts that should make it into your blog at some point.
Those questions and objections obviously represent information your customers really want or really need. They’re pain points. And if you’ve met all 20 objections on your blog then your sales rep might not have too many more hurdles to go through when he or she is finally in front of that customer, or on the phone with him or her, or whatever else.
Of course, there are other great questions too, like “how do I (whatever)” or “is it a good idea to (whatever).” And some great blog posts will offer stuff that readers never thought of, like “here’s a great resource for (whatever).”
It’s all good, because it’s all speaking to a specific need that customers have.
A good blog post provides a new way of looking at things or a new way of doing things.
The very best blog posts help you understand the subject matter just a little bit better, which means you can do more with what you’ve got. Or they give you some course of action that you can walk away and take.
This isn’t always blatant. For example, I could put an action point at the end of this blog post which says, “go write down your 20 biggest objections and turn them into blog posts.” But I feel like you got the idea already. 🙂
A good blog post is easy to read.
That’s why most blog posts have subheads (so you can skip past any information that you already knew). It’s also why most blog post paragraphs are short and sweet.
There is nothing more intimidating than an unbroken chunk of text. It looks like a big stone wall, and nobody has time for big stone walls.
What do you think?
Have I missed anything? What do you think makes a good blog post? I’d love to get your opinion in the comments section below.