One of the key worries that businesses have as they start to develop their blog is what to write about and how best to communicate their messages across to their readers. Effectively, what sort of posts they should write. Well, posts can take many shapes and forms according to the authors inclination and the readers preferences I think the skill comes in matching the two as closely as possible.
To help the process, heres a list of 17 possible types of posts that you could look at to develop the conversation on your business blog. They wont all be relevant for every blog but they should help to spark some ideas on ones that would be most applicable for you.
1. Foundation Posts
Foundation posts are the core posts that your blog should be built upon and which focus on the key subject areas that the blog is going to be talking about. They are likely to be longer than other posts, focused in the content and, more often than not, will contain tips or practical advice centred around your main topics. These are posts that you’ll want to spend a bit more time on and which people should want to refer back to and share, time and time again.
2. Expertise Sharing
No doubt a familiar type of post for small business bloggers and a key one at that. These posts will demonstrate and share information on important topics relating to your expertise, with each post focusing on a particular aspect of that topic. The subject will be of direct interest to your readers and should have primary goal of developing or reinforcing the confidence and trust that they have in your abilities.
Lists remain one of the most commonly referred to types of posts and hence a very good way of getting a lot of information over in a short space of time. People can dip in and out as they see fit, so these are also the type of post that often gets referred to and shared in places like Digg.
4. News Delivery / Reporting / News Breaking
Blogs are a great way of sharing news and information and, because of their immediacy, also for breaking new stories. Unfortunately, few of us are able to be on the spot when we get a scoop but we are able to share news and information that we have found with our readers. While you could simply share a link or story as is, if you want to develop your own relationship with your readers, try to add your own perspective and comments to it when you write about it.
5. Guides / Instructional
A “How to” guide is an excellent way of passing on information and creating something which has the ability to go viral. While sharing information in anecdotal form is great, sometimes you just cant beat a clear guide that’s easy to follow from someone who has been there, done it and got the T-shirt to prove it. Think of it like instructions on putting together a piece of furniture from Ikea (hopefully with all the pieces there) and make your “How to” guides the definitive ones for your specialism.
A post which is designed primarily to attract attention and incite people to link to it, hence link baiting. This might be a post with contentious or provocative content aimed at getting a reaction from readers or might be one based on humour. In essence though, it’s sole goal is to provoke a reaction and generate links.
7. Surveys & Polls
Facts and figures lend weight to an argument and by using figures from a recent survey or report and then adding your own commentary, you can get your message across with up to date information to support it. Alternatively, why not run your own poll in your post and gather information from the people you really want the opinion of your own readers.
8. Article Reply
So youve seen something that caught your attention on some one elses blog or website and left a comment on it but you want to expand on that. Great, write a post which references the original but then goes on to either develop and expand on the points it makes, or to counter them.
Never get abusive or personal, but if you write about something that really bugs you and you believe is worth sharing, then this can come over very powerfully in a blog. It adds to the 3D view of you, the person, and helps tell your readers something more about you. Hey, we also like a little bit of Victor Meldrew, letting off steam now and again.
10. Industry Commentary
You are going to be well placed to pass on information about what is happening in your industry and how events are likely to effect your readers and other players in it. So make sure that you become the place that people visit to get informed opinion about what’s going on by delivering posts which report on developments in your industry.
11. Conferences / Exhibitions / Seminars
A great way of getting across information and sharing with a larger audience is to take information from a conference and report back via your blog. This could be your own conference or one that you are attending as a delegate – beforehand, highlight that you will be there (and willing to meet up no doubt) and then feed back what you found interesting or particularly useful.
12. Company Specific
There may be some specific news about your company which will be of interest to your readers, perhaps new capacity, extra staff or additional clients, all of which reflect favourably on you and your business. A constant stream of these might be considered unimaginative and prove boring, but the occasional one thrown in adds to the information pool your readers have about you.
13. Press Releases
While not to everyones taste, a blog is also an excellent distribution method for information (using RSS, pinging etc) as well as being the platform for conversation and relationship building. Dont use it simply as a Press Release conduit, but if you believe that it is relevant and interesting to your readers then there is no harm in putting PR information out through your blog as well.
14. Guest Post
Ok, perhaps a slightly different angle here, but why not get someone else in to write a post for your blog. Your readers get additional great information on a subject, you can get extra publicity as the guest writer will probably reference it from their own blog and it will add to your reputation in the process. Perhaps a reciprocal arrangement with a number of different authors? [BTW – if you’re looking for guest bloggers, drop me a line! ]
15. Links Post
Theres always going to be information that you have unearthed during the course of the week that youd like to share and is useful to your readers, but which doesnt suit a full post on its own. So create a post with a series of links to articles, information sources, new stories etc. with just a short one line commentary on each.
Might be of a book or white paper, or perhaps of a service or product which is relevant to your readers give your own opinion on it and then open it to the floor and get your readers opinions as well.
17. Video or Podcast
Its becoming ever easier to integrate either podcasts or videos clips into your posts and they are also a great way to offer something a little extra to your readers. Ideally make them your own but you can of course embed videos from sites like YouTube that you believe would be beneficial. If you put commentary around them (and a transcript for your own) then youll take the SEO on the post up a notch as well.
Of course, a post doesnt need to fall into just a single category this one, for example, is clearly a list post but I would like to think also falls into the area of expertise sharing. At the end of the day, focus on what will appeal to your readers (you could always ask then what they are looking for!?) but hopefully you’ll find some ideas here to be going on with!
Tags: Blog Marketing, Blog Posts, Business Blogging, Small Business Blogs, Writing your Blog