Chapter 4
Writing an Organization’s Blog
IN THIS CHAPTER
Understanding types of blog posts for company blogs
Turning a business blog into a sales tool
Following success tips
Avoiding things customers don’t like
Engaging your audience
Your organization’s blog has no chance at success if it’s not well-written, but that applies to more than just the grammatical correctness of your blog’s content. It also applies to the kind of content that you publish on your company blog. To be successful and attract and retain an audience, your business blog posts have to be interesting, entertaining, informative, and conversational. In other words, they need to provide value to the reader. Different readers will surely find value in different types of content. But the bottom line is still the same: If your content isn’t quality, no one will want to read your blog.
This chapter focuses on the actual writing of your business blog posts, showing you how to write content that your audience members want ...