If you are suspicious that blogs are little more than personal diaries published on the web, it is time to reconsider your stance. Blogs are a severely underrated content marketing method that serves as an important bridge between businesses and clients. Yet posting any old information to your blog will not suffice. The content and frequency of blog posts matters a great deal. Here is what you should focus on when crafting your company’s blog posts.

Post With Regularity

If you post a blog entry once per month, it will be difficult to gain momentum and make a meaningful impact on your target audience. However, posting at a high frequency is also a mistake. The last thing you want is to flood your blog with entries that the bombards visitors with information. Try to post content to your company blog at least once per week. Develop a posting routine and your most loyal readers will look forward to blog entries with great anticipation.

Provide Unique Insight

The key to getting blog content to go viral is quality. Take a look at the blogs of your competitors and make sure you’re not writing content very similar to them. If you are not a good writer or are lacking inspiration, outsource the writing of blog content to professional content creators. Post a steady stream of interesting entries to your blog and readers will share those posts with friends, family, colleagues and others. Your company’s exposure will expand with each share.

Make It Personal

If your blog sounds like it was written by a random employee who is faceless and unremarkable, people won’t feel a personal connection to the content. Blog posts written from the first person perspective develop a rapport with readers. This is your opportunity to share insights, opinions, thoughts and unique information about your industry. Use your blog as an opportunity to show that your business has a human side. This approach will help readers identify with the author’s voice and be inclined to return for additional visits even if they aren’t a current customer.

A Dialogue Instead of a Monologue

Interact with those who post comments to blog entries. This does not mean you have to respond to every single comment. Pick out the best comments, provide a short but meaningful reply and it will make a massive difference. Such author responses will inspire people to read your posts in-depth, reply to the content with regularity and check out additional blog posts to find out if you have offered more insight through comments to replies.

Tone Matters

A dry, formal and overly-structured blog post won’t generate much interest. When in doubt, err on the side of being conversational and informal. The blog content should be helpful, relevant and intellectually stimulating. So don’t use complex words or write about in-depth subject matter most readers can’t grasp. Provide content that has true mass appeal. Use simple language, be direct and aim to connect with as many people as possible. This way, your audience won’t feel bored or intimidated.

Shift Your Perspective

If you have writer’s block, take some time to shift your point of view. Put yourself in the position of a prospective client. Think about what your audience would like to read. Then write it. Provide your audience with such high-quality content and they will return to your blog for more information in the coming weeks, months and years.

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