There are some things that a great business blog is not.
1. It is NOT a news room.Every blog since the dawn of blogging has simply used blogs to announce things. New staff that nobody will see. New technology that clients will never use. New changes to a system, even though there are rolling updates that go out. Some award they won that nobody cares about. Some charity race they’re sponsoring.
Boooorrringgg. If you’re going to do news releases, get yourself a proper news room (you know, one with journalists in a database), and do it properly. We give our clients access to price benefits at Newsmaker, for example.
2. It is NOT for you or your peers, or your boss, or your board…It’s for your clientele. Period.
Pro tip for you: If you are pitching to 5 or 6 types of people, you’re going to get 5 or 6 types of nothing in response. Your business blog is for the people who BUY from you. Or who may buy from you.
Now, if your publication is a publication in its own right, what they’re buying into is themselves. If you can’t give them what they want, they will just go somewhere else.
3. It is NOT a way for you to publish without getting a sale. Publish a lot and you’ll get way more traffic, sure. Publish loads of material and people will adore you for giving them freebies all the time, yes. Publish all the time and you’ll be the envy of everyone you meet, because they ‘don’t know how you do it’.
(It’s true. The Queen Pixie gets that a LOT.)
But it’s not a way for you to just splash around and be ineffective. Every single blog you publish needs to have a point. It has to contribute to your overall publishing strategy.
It has to make sense for your sales.
Learn more about how our blogging for thought leadership service works at http://brutalpixie.com/thought-leadership-writing-service/
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