Blogging for and about your business is more important now than ever. And yet, businesses are still struggling not only with the execution, but the concept.
Here are some of the hangups I hear from clients roadblocked by blogging fear or misunderstanding:
- We don’t have a consumer project, so it doesn’t seem like anyone would be interested in reading what we have to share.
- Doesn’t it have to be personal? We don’t really want to share our dirty laundry online.
- What if we are boring?
Telling the story about your business and what you do is valuable to your community, no matter what that community is. They self-select into your content, so don’t pre-judge by saying that people who read blogs are only interested in consumer products. You may discover much more about your audience and your business by the community that emerges around the content you share.
Being personal doesn’t mean airing dirty laundry. Being personal means being a real person, using language that is down-to-earth and spin-free, sharing a bit of yourself that underscores the fact that you are a real human being behind the brand. (Someone just walked past me wearing swishy — snow?– pants and those awful Five Fingers shoes. Distracting! — See? I’m a real person with really distracting co-workers, just like you.)
You can’t be boring if you’re not boring yourself. If YOU find your business and what it offers exciting and you share your passion for your topics, that will be evident to your audience. Feel free to mix it up now and again — be creative — be funny — but above all, be yourself, and quit overthinking it.
Where do you blog? Please feel free to share your blog in the comments for the Change the Conversation audience to enjoy.