If you want your company blog to thrive, respect these 10 blogging best practices
I loved competitive diving as a kid, but I didn’t like practicing for swimming encounters. I would whine and occasionally try to use my part-time job as an excuse to get out of practice. Sometimes I succeed, other times I fail.
When I was successful in team practice, my coach would make me do the same dives over and over again – the front flip. No matter how hard I tried, I couldn’t hit the front of the board. I can do back flips with ease and precision, but my front flips are really messy. I would open too soon, and my back would hit the water.
So I gave up on the front flip.
I’ll practice other dives over and over, but I’m not going to keep trying to master the front flip. Finally, it was time for me to do a front flip during a dive encounter. The pool area was quiet – no one would move or speak – and as you can probably predict, I was doomed. My reluctance to learn will cost me (and my team) points, and I won’t win any diving parts for my team.
Are you wondering why I am telling you this story?
I want you to understand that you can’t always do what you love or succeed when it comes to blogging (or high school diving for that matter). To get that win or have a very successful company blog, make sure you work on everything you’ve learned about blogging. Excels at SEO, voice, audience engagement, social media sharing, and persona writing, among others.
You can’t skip one of our lessons and expect your blog traffic to skyrocket.
To have a successful blog (or win in a diving competition), you have to keep practicing every lesson you’ve learned until you master them all. And once you got the hang of it all? Well, I guess you will realize that all these steps are necessary and do it all anyway.
We’ve covered all the ways you can incorporate storytelling into your blog’s best practices, but are you doing it right? The following tips will help you identify whether you achieved all of the steps we outlined earlier for you. If you miss anything, correct yourself immediately. Even if you don’t see results right away, you should continue to follow this blog’s best practices.
Blog Best Practice #1: What’s your story?
People connect through stories. It’s part of the way we communicate, and the stories we choose to share with others are usually chosen for a reason. Is your company trying to engage or surprise its readers through stories or trying to share characters or voices? Know why you are sharing your story with your readers, but be sure to always involve them.
#2 Blog Best Practices: Have you found your voice?
No one will engage with your writing if you don’t have an active voice. To find out what voice is best to use on the blog you are writing on, consider your audience. Sometimes we change our voice depending on the type of post we write. If you can identify your voice, your audience will stay to hear more from you.
Sorry. I hope you enjoy this blog post. Want a better company blog? Order the Content Roadmap and we’ll tell you who to write for, what to write for, how to write it, and even how to promote it. Your customers will thank them with their wallets. Learn more…
#3 Blog Best Practices: What is your persona?
If you don’t know who you’re writing to, how do you know what content to share? Creating a persona for your company blog should be done before you even start writing, but be sure to compare your persona to your analytics every quarter, six months, or year to make sure the persona you create is still working for you. Make sure all the posts you publish speak directly to one of your personas, or you’ll be speaking in a dark and empty room.
#4 Blog Best Practices: How do you deal with blank pages?
There are many ways to start your writing. Consider freewriting or list building. Over time, writing will become easier and faster, and you won’t have to worry about how to express the content to your readers. Keep in mind, you should always edit your posts.
#5 Blog Best Practices: What is your brand personality?
Don’t be afraid to add a little personality to your posts. You don’t have to share your confidential and confidential information with the world if you don’t want to, but you can take a peek at your company culture.
#6 Blog Best Practices: Do you use media in your posts?
Include media in your posts. While words are essential for search engine optimization, people want to see images, videos, infographics, and other forms of media. Be creative and use the right form of media to highlight your posts. Illustration is our visual medicine of choice.
#7 Blog Best Practices: Have you used testimonials on your blog?
Incorporating employee interviews or customer testimonials on your blog is a great way to transform your posts while keeping readers interested.
#8 Blog Best Practices: Who writes your blog?
You may be the only writer for your company blog, but what if you aren’t. Is your distinct voice sufficiently diverse, yet still similar to the company culture? Learn how to write as a team and if you need to hire someone, make sure you hire the best (like us!).
#9 Blog Best Practices: Are you experimenting enough?
Never stop experimenting. While you want to maintain a consistent blog format, you also need to try out new content every now and then to see if it fits or not. Worst case scenario: if the post never gains traction, use the content to rewrite the post in a way that worked in the past. See? Experimenting won’t hurt you.
#10 Blog Best Practices: Do your social sites mirror your blog?
If you don’t Tweet your content or share it on Facebook, you may not even bother posting. Set up a social media schedule so you can consistently promote and drive traffic to your evergreen posts. Better yet, just follow the schedule we have set for you!
If you can follow these blog best practices regularly, your content will thrive online. Some posts may take longer than others to grow, but unlike my dedication to flipping forwards, all posts will work their hardest day and night, to drive traffic to your site through old and new readers.
If you’re still concerned about blogging best practices, contact us. We are happy to help you plant, maintain and grow your storytelling marketing campaign!
Originally published in March 2016.