Business Blog Step 6 - Writing Posts
Getting the first posts in place is always a telling time and you will probably spend longer on these than on any of the others. As you start to post, though, there are a couple of elements which often provoke questions in terms of the postings themselves:
1) Length of posts
Opinions vary as to how long a post should be. Some bloggers believe they should be 200 - 400 words, while others are happier with "article length" posts. The truth is there is no rule, though "bite sized" rather than longer posts are probably more typical; in many ways, however, this stems from the time of purely personal blogs which tended to be shorter.
2) How often to post
There is no set timescale as to how often you should post though, in general, the more frequently you can post the better. This is because it will encourage your readers to return regularly and will also boost your search engine opportunities. You should post at least twice a week - less than this and you will start to lose some of the impact that blogs will bring.
3) Tone of the posts
For a business blog, I would not recommend an overly familiar tone but try to maintain a personal tone. One of the reasons that blogs work so well is the personal overtones that they can give which differentiates them from the sanitised marketing speak of some corporate websites. You can develop your own style and tone as you go along.
4) Set yourself realistic goals for posting
Firstly, set yourself goals in terms of your blogging and then stick to them. Posting more frequently is better in most respects so long as you can maintain the quality of what you are writing. If visitors to your blog know how often you are going to be posting then this will give them confidence to come back on a regular basis to read more.
5) Plan ahead
As you start, map out what you want to cover during the first few days and weeks, and note down the topics that you feel comfortable with. There should be some key areas to your business covered but don't try to give the perfect article every time - leave some until you have built up your readership.
6) Set out your stall at the start
Within this first set of posts, try to write and include 2 - 3 key articles, ones that sum up a number of the areas and concepts that you will be focusing on as a whole. These could be simply instructive in nature or could contain a number of different concepts that you will expand on in later posts over time. Also plan a short series of posts on a specific topic
7) What's next?
You should not be telling everybody about your new blog just yet. Unlike a website where you launch a version that is likely to be a "finished article" a blog will develop quite quickly as you make a number of postings over the first few weeks. It is therefore sensible to wait until you have some content on the site for people to come and look at.
Have a question for Gary? Ask or leave a comment below!