If you compare the appeal of personal blogs to that of corporate ones, you will find that there are lessons to be learnt. Personal blogs have an instant connect with the readers, something that corporate blogs usually lack.
This is because of the objective and impersonal approach adopted by the writers of corporate blogs. That has to change and the best way to do that is to pick up some tips from the personal blogs, especially how they approach the writing and presentation.
Here are the top 5 tips that corporate blogs should learn from personal blogs:
No reader likes to enjoy reading something that does not have personal connotations. As a writer of a corporate blog, you have to create that personal connection, even though you are writing on behalf of a company. Personalize your writing and inject it with some personality that will make it a more identifiable option for the readers.
Blogs should convey a sense of journey for the readers. You must write in a way so that readers come back for more. That sense of continuation and anticipation that you generally find on personal blogs should be incorporated into corporate blogs as well.
Personal blogs have the liberty to talk about issues and topics at real-time immediacy. Corporate blogs cannot do that because there are red tape matters and hierarchical nods required before any writing goes up online. Corporate houses have to resolve this cycle and make way for writers to post updates as and when required. Of course, writers have to shoulder the responsibility that nothing untoward or regressive gets published.
Corporate blogs falter on the altar of opinions. The messages are usually watered down so that it offends none. In the process, it makes little or no emphasis at all! You have to write with a clear, definite objective so that the readers are moved in a certain way. Do not let your message drift along with the general flow of things.
Readers do not care about your products and services, or your company for that matter, if it does not benefit them. As corporate blog writers, you have to interpret the features of your product or service so that readers understand why they should buy. Stating your world-class specs and features will achieve nothing unless you decode them for the readers (and buyers).