Hundreds and thousands of small businesses have hundreds and thousands of business blogs out of which tens of thousands are already talking about stuff and happenings in your industry! In this time of tough competition, the only way for a blog to survive is having a unique voice.
If your company blog is not offering something unique, useful and valuable, why should people visit your blog and if nobody finds it a good place to be, how on earth you are going to use it for increasing sales.
If you have lately started a company blog or you are planning to setup one, take a moment and think that what is it there for you to stand out from the crowd?
Well, that’s where you need to find your unique voice; your words, your statements, and every blog post should reflect:
- Your unique personality in case of a personal brand and a unique set of products/services in case of a business entity.
- Your own story; your product/service story, how is it changing the lives of the target audience.
- Contextually relevant elements; let it be an industry trend, a customer’s feedback or a virtual tour, it should reflect the relevancy!
- A real person behind the scene; encourage your marketing team members to publish content with their own credentials, write yourself, and if you don’t have time to do it, get it done by a freelancer, add your opinion and post it.
- A point of view that has sound grounds; remember, that a company blog has to maintain a repute, so avoid rumors, fantasies, and gossips, and focus on facts, stats and real world examples.
Now, let’s start developing your unique voice!
Step 1: Be sure that your blog’s design and the outlook is the part of your unique brand, so have it synced with the brand’s theme fonts and color schemes.
Step 2: Have specific writing style(s). If the log is being managed by a group, it’s a must to have weekly meetings to stay updated on company blog’s objectives.
Step 3: Find sources of creative inspiration, i.e. books, industry blogs, Twitter accounts etc. Make the team read the sources regularly.
Step 4: Pick topics only related to your business and focus on the business area you’re most passionate about. In case of a team, distribute the areas.
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Step 5: Don’t worry about the sentence structure or grammar in the beginning (better is to have one editor to look after those issues). Let the writers/content developers write in freestyle.
The Bottom Line:
Remember, every team member’s very own style is his unique personality and a group of unique personalities together make up your business’ unique voice. So, even if your employees cannot write structurally and grammatically correct content, encourage them to write and get it fixed by the editor later.
Alternatively, you can always organize weekly company meetings to discuss the business blogging goals. Let the writers/editors ask questions and take an input of various people and then come up with valuable content!