You have a small business. You’ve decided to start a blog. You’ve even done your research and learned how to use WordPress, search engine optimization, and social media. Congratulations! Blogs can be a great marketing tool, and although it takes time to build traffic, over time, it can bring in a lot of extra business.
But what should you post? As you stare at that blank screen wondering what to write, it can be paralyzing. Actually, small business blogging is more about knowing what not to write. Avoid the following three types of posts; any other post you write will only help you be successful.
1) Negative Posts, Especially About Competitors
Things aren’t always happy in the business world. You have to deal with angry customers, annoying regulations, and more – but your small business blog is not the place to vent. You especially want to stay away from talking badly about competitors in such a public online space, since it makes you seem petty. You can talk about mistakes you’ve made or changes happening within your company even if the circumstances aren’t great, and responding to customer concerns online can show that you’re dedicated to finding solutions to make everyone happy, but don’t use your blog to rant. You want readers to leave feeling positive about your company and your industry in general.
2) Word-for-Word Press Releases
As a small business, you probably write press releases occasionally, and there’s no better place to post these documents than on your own blog, right? Wrong. The point of a press release is to get lots of others to post it, and many won’t change a word (which is what you want, since you probably considered the press release language carefully). On your own blog, make your announcement special! Not only is it better for search engine optimization, but you can customize the announcement to really draw in readers, rather than using a press release, which is colder and less personal.
3) Personal Information
I’m a big fan of adding personality to any blog, even if you’re writing a small business blog. It helps readers connect to you and want to be loyal to your blog (and, in turn, your business). However, there is a thing as too much information. Make sure that every post you write directly relates to your business or your industry so it makes sense for your readers. It’s okay to talk about personal details occasionally, but if you write a blog about your restaurant, going off on a tangent about your cat probably isn’t interesting to your readers. Also, be careful about the personal information you share from a security standpoint. Don’t give out your home address (use a P.O. box or your business address) and think twice before posting pictures of your kids – make sure you can do so safely.