This article is part of our Blogs for Business Series. Have a question about blogging for business or other media marketing topic? Let us know — it may be a good fit for an article and... a great cross-promotional opportunity for your business here on Media Marketing Resources.
Two in five US businesses will use blogs for business marketing purposes this year. If yours does, how will your posts compare to your competitors? If yours doesn’t, here are ways to choose better business blog topics, or make sure the professionals you hire do.
Topic Selection for Business Blogs
Obviously, blog topics for business blog should be related to the business and what it offers. However, readers get bored very quickly with businesses trying to always sell them or tooting their own horn with their blog posts. Two keys to selecting topics for business blogs are being customer-oriented informative and diverse within scope.
Being customer-oriented informative is not as simple as it seems, and how it’s done makes the difference between gaining and losing readers. Take, for example, a power tools company blog. Instead of providing technical information on their products, it would be more effective for sales purposes to provide information on how the tools can be used for everyday or special topics. There is only so much you can say about a power tool that’s interesting, what it can do for your customer’s home is better.
Being diverse within scope is equally important. Writing about the same thing, or the same thing for different angles, gets boring very quickly. By diversifying the topics for your business blog while keeping them relevant to your company and its offerings, readers stay engaged and a community is built. For instance, if a business provides sales services, it might want to write about trends in the sales industry, give success stories with its services, inform about the sales process, sales tips and techniques, etc.
The primary purposes of choosing better topics for business blogs are to:
- Engage your readers (current and potential customers) to participate in your blog by commenting.
- Encourage readers to subscribe to your feed, or visit again, and share with their colleagues and friends.
- Establish you as an authority in the industry, gaining customer trust.
- Keep readers up-to-date about your company, its offerings and industry trends.
- Leading (not pushing) readers/customers towards doing business with you.
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