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How To: The Art of Blogging for Business

Blog

Welcome to KIS Blog: A taste of local fashion, food & wine and luxe travel

How To: The Art of Blogging for Business

Lauren Zwaans

There's an art to blogging? Yes. Or an art to blogging well, rather.

There's no doubt that the online space is saturated, or that many businesses are increasingly turning to numerous digital platforms to market their products and services.

While the digital space is one large (and growing!) vehicle for businesses to tell their stories, as American confectioner Milton Hershey said, "Give them quality. That's the best kind of advertising." 

Over the coming months, I'll be sharing my insights on quality output in the digital space, beginning today with my top tips for blog writing...

Sub-headings Are Your Friend
Every blog 'how to' guide will tell you that sub-headings are useful. According to Time MagazineChartbeat analysis of user behaviour found that one in three visitors spends less than 15 seconds reading an article they land on, so subheadings make doing so a little easier, and make you more likely to peak your reader's interest and increase their stay.

Me, Me, Me, I, I, I
Blogging is one of those rare occasions when it can be all about you! You are the authority and, as such, should write your post in the first person.  Particularly when writing for business, an article written by someone within that business will be seen as more authoritative and interesting than an article that doesn't have a name to it.

 Unleash your inner narcissist, like Kanye or Kim!

Unleash your inner narcissist, like Kanye or Kim!

Keep it Simple!
Aaah yes, this one is my favourite (given that the KIS principle informs my entire brand philosophy!) Remember that your subject matter needs to take its audience - and their level of understanding - into account.  If it's an option, always read your work aloud when proofreading. Keep your writing simple and accessible to get the best results for your brand.

Short & Sweet
I'm guilty of this myself, but remember that shorter is usually better. That is all.

Turn to the Experts
While you're the main authority, if you want to add weight to what you're saying, quoting experts is always useful, especially in instances where you don't know the subject matter inside out.

Share Your Escapades
As BuzzFeed's Head of Digital Jonathan Perelman says, "Content is king, but distribution is queen and she wears the pants." The same applies to blogging.  Be sure to share your escapades through all of your social media platforms to ensure good value for your effort.

Want my help with your copywriting needs?
Let's chat... Contact lauren@kiscommunications.com.au.