Is Your Business Blog Dull? What To Do About It Right Now

The answer, if you are here, is probably yes.

Maybe. Almost certainly. You already know the answer. You wouldn’t be asking the question if you didn’t think it wasn’t. Right?

See what I’m doing here? I’m asking you a question. Is that strange? I’m asking you to think. Don’t worry, I’m going to give you what you want:

How to write engaging blog posts for your business that get your customers excited, ensure they are more likely to connect with your brand and potentially boost conversions. That’s the name of the game, right?

I’m not just listing 10 reasons why X or Y is true. I’m involving you, hopefully answering your question. I’m commm-uun-icating. I’m looking at the world from your point of view. I’m interested in answering your question. I want to help!

This is the spine that supports all good blog writing.

8 reasons why your last 10 blogs were pointless:

  1. They were dull.
  2. They didn’t engage.
  3. You wrote them because you had to.
  4. You were just filling space and not thinking about your audience.
  5. Jeeze, it’s difficult to find exciting subjects in this niche.
  6. There are only a limited number of ways you can explain the inside workings of your new product before you start bleeding from the eyes.
  7. You don’t have time to write great content so you just copy what’s already out there.
  8. The stats show no one is reading your blog, so why bother?


How to Write a New and Meaningful Blog Post

You need to write something meaningful. Think you can do that?

See, the problem is this: You need to keep your business-face on and you have to make sure that people know you are serious and that you are…well…just like every other provider in your business.

You’re nothing new.

We hate being different, don’t we? We hate being contentious. We hate stepping over THAT line. We hate being the one to peek over the parapet and say: Hey, you know what? I might…I just might do something different. We hate writing stuff no one has written before.

How many words do you think there are in the blogosphere? At this particular moment in time?

I’m wowed by that question, more than I’m wowed by the fact that my Word autocorrect just corrected the word blogosphere (meaning there is actually a word and I hadn’t just made it up).

Know what that means?

Someone dared to make it up. Someone thought: we don’t have a word for this, so I’ll create one. Here it is guys. Blogosphere. The sphere in which a blog exists.

Back to my point. The first way to shake the dullness out of your blog is to stop regurgitating the same old stuff that’s already out there.

If there are just 10 x 500-word blogs written every minute….sheeze, Louise…where’s that calculator? That’s a lot, right? A zillion gadzillion million billion posts. How much of that stuff do you think is good?

And by that, I mean how much of that stuff is ever being read properly? Most of it, I bet, is sitting in dusty corners of the internet ether, unloved and unappreciated.

Be honest, how many people are visiting your business site and reading your blog? Chances are, for most businesses, that number is a big fat zero.

Here’s the point: A well-sourced, engaging, regularly updated business blog can enhance you as a respected source of valuable information and drive traffic to your site.

Combine that with a strong social media presence and you have one of the most powerful and effective marketing tools on the planet today. But you have to produce great content.

How to Build a Blog List That Works for Your Business

I’ve spent some time ranting about what you’re doing wrong but not how you put it right? Telling you to create better content isn’t that helpful, is it?

Here’s a quick example to get us going.

You have two blog posts for a gas engineer website. One is about the design specifications of the XD500 combi boiler. The other is about what thermostat setting you should put the room at to stay warm in winter but still save money. Which is more useful to the customer?

The XD500 is fine to discuss if you are talking about how efficient it is and how easy it is to maintain. That’s stuff people want to know, not which pipe goes where and how a rubber extrusion prevents the boiler from vibrating against the wall.

Find what questions your customers are asking and write blog posts about them. Don’t just write any old blog post, write the most comprehensive answer you can, in as much detail as you can.

How do you find what questions are being asked? Talk to your customers. Ask them what questions they had when they were hiring your service or buying your product. Ask what questions they have now.

Go online and start searching questions on Google related to your business.

What you’ll find is that, when you begin typing, Google will come up with a list to help you fill in the rest of the search term. This is based on what people are looking for and what questions they commonly ask. Make these suggestions the titles of your next blogs.

Even in what seems a relatively dull or narrow niche, this kind of approach gives you much greater scope than simply producing the same old industry dirges.

Here’s my top tip: It’s much better to write ONE quality post rather than TEN that aren’t any use to your audience at all. Focus on doing the one post well and you’ll engage more with potential customers.

How to Write for Your Audience

Everyone has their writing style, some good, some bad. But here are some basic rules for writing blog content for your audience:

  • Pick simple words over complex ones.
  • Use relatively short sentences.
  • Limit paragraphs to two or three sentences to make your content easier to read, especially on mobile.
  • Include images in your blog posts.

Even if you have a pretty dry subject that leaves you bored, writing about it with a good spoonful of enthusiasm is important. Keeping your language simple helps a lot and stops eyes glazing over. Using headings is one way to ensure that you break up content and make it easier to digest.

One key thing: always try to stick to the point. Don’t stray off it because you’ve just thought of an interesting fact that has no relation to the content. Remember, people are generally searching for a specific answer to their query. They don’t give two hoots about your other interesting stuff.

For example, if you are writing a blog about how to claim for personal injury following an accident, you shouldn’t suddenly start talking about your will writing service.

You don’t jump into a colourful description of how ice cream is made if your audience simply wants to know what flavours you can get.

Another thing to make note of is that people often scan blog pages and don’t read them properly. Get your important points into the early part of your post so that your audience can see them.

Leave Your Post

I will probably say this a lot on this site. Never write and post straight away.

Leave your blog post at least a few days before you shove it online. Give it to friends and family to read (and listen to their comments). Even better, give it customers who are likely to provide an honest opinion. Make changes if you need to and then post.

Okay, I don’t want you to get too anal about this and spend more time on each post than needed. But this little pause and then going back to the content is essential. Do it once, do it well and get it up there.

Be Honest, Don’t Be Salesy

There’s nothing wrong with putting a call to action at the end of your blog post. But you mustn’t make your content overly sale’s orientated.

Save that for dedicated landing pages if you want to produce this kind of content. Be honest about the advice you give and present it in a way your audience can easily understand.

Don’t Let Keyword Choice Dictate Your Posts

Another thing that tends to get in the way of engaging blog content is the choice of keywords. Yes, you can use your blog to rank for certain words better.

But that shouldn’t dictate the type of content you are writing – that should be influenced by what your audience is searching for.

Again, specific landing pages are far more suitable solutions to boost your keyword ranking.

Finally, don’t be afraid to experiment. If you are not an experienced writer, playing around with your writing style and developing a critical eye are both important. Don’t forget, if you get it wrong, you can always take a post down or rewrite it.

Check out the blog post: How Do I Become a Better Writer?