1. Content: What are you going to write about? It’s always prudent to give advice or showcase your expertise – this is valuable – whereas a thinly veiled selling approach is just annoying.
2. Tone of voice: It’s good to get some consistency but sometimes you need to use content from a variety of sources. We say, pool the content and filter through one person so the tone is consistent. For a blog, keep it light, short and informal too.
3. Consider your headline: Some say this is more important than the blog itself because it really helps you get found on Google searches. We say it’s best to follow up a great headline with great content too. How disappointing to find a new company (yours) through an interesting blog heading, only to find the content weak or dull.
4. Recycle & repurpose: Once your blog is written, promote it via links on your social media platforms. You can also take parts of it, if appropriate, to use as standalone comments on social media. You can also turn lengthy articles into several blog posts. Once you have blog content, think hard about how far you can recycle it without being repetitive.
5. Be regular: Give yourself a realistic target for the number of blogs you can write each month. Our advice is to create a working group of people who can write one per month for the administrator to use. That way, the blogging burden doesn’t become too onerous and the content stays fresh.