The Benefits of Blogging
Thanks to the advent of the Internet and social media, writing has once again become the world’s primary mode of communication, especially in business. Because so much of the Internet is dependent upon brevity and immediacy, online advertising has to be quick, pertinent, and effective. Consequently, today’s business writing has evolved into the blog – a brief, informative online essay that entices the customer but doesn’t bore her. Businesses use blogs precisely because of their effectiveness, and you can too.
To write an effective blog for yourself, your business, or your employer, your blog should be clearly organized, concise, and geared toward your audience.
When organizing your blog, it’s helpful to visualize a hamburger (sorry vegetarians): the “meat” buttressed on top and bottom by the buns that hold it all together. Typically, the introduction and conclusion will outline, summarize, and/or briefly reiterate the descriptive center of the blog, which will contain most of the information. A heading for each paragraph or informative chunk (especially your middle paragraphs) can help make your structure clear. As obvious as it might already seem to you, clarifying your structure will be instrumental in making your blog effective.
It’s important, however, not to be too informative. As with most business endeavors, being thorough and economical will win you success, but simplicity is essential for crafting the perfect blog. Don’t turn your blogs into tweets, but remember to be concise and professional, as this will help you persuasively present the main ideas of your blog in an accessible manner.
(For more advanced blog-writing techniques, check out these tips for incorporating SEO into your blog.)
Accessibility, in turn, comes from knowing the audience that you’re trying to reach. Clarity and simplicity are effective in a general sense because they account for the average blog reader. However, there may be special cases in which the appeal of your blog is directed toward a more specialized readership. Examples of this are pop culture blogs, which will likely be more humorous and contain a variety of references that are not necessarily universal or appropriate for all readers.
Blogging your way to the top is not just about clarity and concision. Part of writing for your audience involves knowing how to keep them engaged. Following any formula to a tee can lead to dry, stale writing that will bore your audience. At MySMN, we know that every blog could use a little humor, imagery, and/or personality, just as long it’s done tastefully and sparingly.