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Crafting Great Content for Your Business Blog

11Aug, 2014

Maintaining a blog for your business can help you build your brand’s web presence, connect with your customers, cultivate brand awareness, and even enhance your SEO.  In order to be successful though, it’s vital that you write content that your audience actually wants to read.  Remember that your customers value their time above almost all else; and if you don’t respect that, they won’t respect you.

Another thing to keep in mind is that while going “viral” is incredible, it probably won’t happen if you try too hard.  There are definitely certain types of content that are more likely to be shared than others, and it’s important to plan your posts with this fact in mind.  But overall, going viral is highly unpredictable. It isn’t something you can meticulously engineer or plan for.  If you create quality, shareable content, then it could certainly happen one day – but worry less about crafting the perfect post…and more about connecting with readers.

So with all of that in mind, what kind of content is your audience most likely to read, enjoy, and most importantly, share? Here are a few pointers on the kinds of blog content that are most likely to spark engagement and encourage social sharing.

Useful Advice
One tried-and-true approach to blog content is to provide information that will be useful to your audience. Many content marketers have had great success with “how-to” and advice posts.  People love to learn how to do something new or improve their skills.  If you can provide some helpful advice on something relevant to your brand and your audience’s interests, you can leverage this to create engaging and shareable content. For example, if you’re a cosmetics brand, one approach is to provide “how-to” beauty tutorials.  You can provide advice on how to pull off an edgy current trend in makeup, or give tips on perennial beauty questions how to pull off bold shades of lip color.

Analysis and Commentary on Relevant Topics or Issues
Especially if you’re an individual businessperson looking to build your personal brand and establish your expertise, this type of content can be a great way to provide value to your audience.  If there’s something that’s being frequently discussed within your industry, use your experience and expertise to offer a valuable insight or analysis into the issue.  Maybe you have a new and fresh way of looking at a topic that’s worth sharing.

Lighthearted, Funny Content
Depending on your brand’s image, goals, and values, humour might be a great way to attract your audience and encourage social sharing.  Everyone loves a good laugh, and many brands have had great success by injecting a sense of humour into their content marketing strategy.  For some brands, this may not always be appropriate, and it’s important to keep in mind that cracking jokes isn’t the only content strategy that will get you the shares and “likes” you’re after.  You also don’t want to force your humour because today’s digital content consumer is quite savvy, and they can sniff out inauthenticity from a kilometer away.  That being said though, if you can connect with your target demographic’s sense of humour, then feel free to post content on the lighter side of things.

By providing useful advice, expert insights, or something truly funny and amusing, you can create blog content that’s readable, shareable, and that will leave a lasting impression on your target audience.  Keeping in mind your brand’s values and aesthetic, you can offer quality content that your readers will want to share.

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