31 August 2010

So your nephew, daughter, or Chinese food delivery person talked you into starting a blog on your company’s website. How new! How exciting! Except they didn’t tell you what you should be blogging about on your spankin’ new weblog. So, Shirley, you need to decide on what type of blog you want to maintain.

How about a professional or industry-specific blog?
This is your safest option, and the one least likely to make any trouble. You know your business, you understand your customers, and you’ve got a perspective on your the industry that no one else does. Potential clients can come to see written proof that you’re an expert in your field, establishing their confidence in you before they see a call to action.

What about a personal blog?
It’s not unusual to have a business owner use their company’s blog to talk about personal stories and experiences. Customers like to relate to companies: talking about meetings, travel, connecting with clients, even stories about your past can help a client build a rapport with you. However, a personal blog has its limits: are you a good writer? Can you tell a story? Do you know the difference between a story you should share and one you should keep to yourself? If you’re not confident enough to know your boundaries, stick to a professional blog.

What should you avoid blogging about?

1. No one cares what you had for lunch.
I’m sure it was delicious. Only the person with whom you share living space is interested.

2. Avoid politics.
No matter how right you are, and how wrong the other guy is, talking about it won’t win your business any fans. Unless you’re addressing industry-specific regulation, don’t bring up anything political, save it for Thanksgiving.

3. Random Links and Videos.
Your company’s blog is not your place to post funny videos and links. We get it, you like to laugh, you’re a jolly good fellow (nobody is denying that,) but save it for your personal Facebook page. What if a client walked into your office, would you tell her to close her pocketbook and show her a video of a 14-year-old facing an intimate and imminent skateboarding injury? No.

What should you blog about?
1. Your business
2. Your industry
3. Something you learned about business
4. A success story and what you learned
5. A failure and what you learned
6. New products or offerings
7. Changes you see coming
8. Research or studies in your field
9. Customer questions
10. Things that build relationships

I’ll have more social media tips for you soon, so check back to Franchise Foundry blog for the kind of golden ideas that could radically change your life, or at least change your blog. Now get posting!