The big difference between writing for business and writing for fun is that business writing needs to have a clear purpose. That’s why you need more than just a topic for each post, you need a point, too. Each post on your blog should have just the one point.
Whether it’s to encourage readers to sign up for your email list, urge them to leave a comment or encourage visitors to buy something, each post should have a specific point and a call to action.
Here are some ideas for points:
- To encourage readers to subscribe to your mailing list
The aim is to write a post that’s so useful or engaging that your readers want more. (Blogging gurus call these ‘pillar posts’). At the bottom of these posts, include a sign-up box for your email list so you can capture the reader the second they finish your post.
Whether it’s your own products or someone else’s, blog posts can make people more receptive to buying. Product reviews, case studies, and new product announcements can help you sell a product or service. Make the post a conversation rather than a sales pitch, though.
Sometimes, you may want to get feedback or create a feeling of community. To get your readers to respond, you could ask questions, invite discussion or even suggest that readers respond in the comments section or on their own blogs.
- To encourage viral marketing
If you want your posts to go viral, you need to create valuable content that others will want to save and pass on to friends, or even tweet to their followers on Twitter. These types of posts make up the backbone of your blog. While they may not directly bring in sales, they encourage readers to return again and again and to recommend your site to their colleagues and friends.
You may have another reason that isn’t mentioned above and that’s perfectly OK. The key is to have a reason, and to know that reason before you even start writing.
If you’d like to know more about business blogging, I recommend WordPress for Business Bloggers
by Paul Thewlis
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