Why is some blog content better than others? The real question is what makes a blog post effective for your business. You want to entertain and educate at the same time, of course. Many blog authors do one but not the other, and the really good ones do both.
It’s important to open up the windows into your business and show some fresh ideas and reality to your clients and readers.
Take Brian Clark of Copyblogger, for example. He often tells stories to make a point, and often those stories come from respected books in the field. Brian then conjectures about what history and the present suggests: he predicts the future. That makes for great content that entertains while it educates and also stimulates your thinking.
Here’s an excerpt from Brian’s Teaching Sells that points to what you should be doing for your blog writing:
Brian writes in his viral document Teaching Sells: "…the Internet has
been treated like it’s only a delivery platform thus far, and that’s
why the current Internet is so primitive.
- We took the book and offered the PDF ebook
- We took magazines and created text-heavy websites and blogs
- We took radio and time-shifted it via podcasting
- We took television and came up with YouTube.
In short, we’ve taken offline media and slapped it “as is” online.
The true potential of the Internet is not as a delivery platform for offline media. Rather, the Internet itself is a very early virtual representation of reality itself. As technology progresses, our online activities will look more and more like ‘real life…’"
The point I’d like to raise here – and what I’d like you to really think about – is are you writing directly onto your blog in real time, about real issues, about real clients, and what’s really going on in your industry?
If you’re still copying and pasting from articles and trying to make them work as blog posts – well, maybe your content isn’t as engaging as it would be if you wrote about what’s going on with you and your business right here, right now…
Your business blog shouldn’t be treated as a "delivery platform" for information, but rather a dynamic, engaging, interactive open-window for readers to connect with you.
How real is your blog writing? I happen to know from a few clients The Blog Squad has had the privilege of working with, that often new bloggers will just take existing content and paste it into their blog.
While generating plenty of content has advantages, you must think about keeping it real for readers. Open up those windows and let some fresh content in!