Corinna previously shared her tips for writing a press release. Good blog posts also deserve a place in a company’s marketing and PR strategy. A useful blog can build awareness of your organisation and demonstrate your expertise to the people you want to reach. Wondering where to begin? Start with these four tips.
1. Keep your goal in mind
Do you want to position your company as a thought leader? Is lead generation the main objective, and is a blog the right way to reach that audience? Perhaps the post supports a wider marketing campaign or helps customers get more out of your product.
There are many reasons to blog, and one is not automatically better than another. What matters is deciding why you are writing before you begin. That decision shapes the content, the level of detail and the action you would like readers to take.
2. Start with clear messaging
What information does your audience need, and how can answering that need also help you achieve your own objectives? A messaging session helps you agree on the story you want to tell. It provides a basis for assessing content ideas and for keeping the message consistent across different posts and channels.
In these sessions, we explore five components of a business: its audiences, its vision, its products or services, its partners and how it safeguards its continuity. For each component, we identify and formulate the messages that matter.
A content calendar is useful too. Set out which topics you will publish and when, which relevant dates or events you want to respond to, how each blog fits your PR and marketing campaigns, and where you will distribute it. This gives individual posts a role in a wider plan.
3. Use verbs to make your point
Adjectives can bring a blog to life, but verbs help show readers what something actually does. A concrete action or outcome often says more than a flattering description. Compare these examples:
- Company X is an expert in data storage.
- Company X helps you keep your documents safe and available.
The second sentence gives the reader a benefit they can understand. Rather than relying on labels such as “expert” or “innovative”, explain what your company enables people to do. Keep those statements accurate and supported by what the product or service delivers.
4. Choose visuals that support the story
Take time to select appropriate images. A strong visual catches the eye and can make a post more inviting to read. Depending on the subject, you might use photographs, infographics, tables, diagrams, screenshots or cartoons.
The best choice is the one that helps the reader understand your message. A chart can make a comparison clearer; a screenshot can explain a process; a photograph can give a story a human face. Check that you have permission to use the material and follow any applicable credit requirements.
Need advice on your blog strategy and how it fits your wider communications? Our content team can help with planning and writing. As a technology PR agency, we help turn specialist knowledge into stories that audiences can understand. Get in touch to discuss your next blog.
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