These three simple rules for blogging may seem obvious to you:
- Create a persona – if at all possible, make sure that your voice is consistent. Readers want to feel they know the author.
- Be helpful – supply plenty of resources that support the blog content. Your readers may want to drill deeper on that subject.
- Have a purpose. Do you want to build a brand? Do you want to explain how your products/services may help the reader? Do you want to become the ‘go-to’ for expert questions ? Of course, it’s possible to accomplish all three but the fundamental purpose should be to inform.
Blogging allows potential customers to find you on search engines, forward valuable information to friends; communicate with you on your website; search for subjects you’ve covered in blog posts; tweet your blog; add blog to Facebook, G+, or any other social connection you provide on your blog.
The most significant time I spend on blogging is research – I want to make certain that I know what I’m writing about and to project that credibility.
A blog is critical to your brand – that is, your reputation. No amount of advertising can substitute for direct communications to your target audience.