Biz Tips: What Not to Blog About

Biz Tips: What Not to Blog About

GROWTH:

What Not to Blog About

Photo by Aaron Burden on Unsplash

There are plenty of articles out there that list ideas for blog posts. It’s what I considered doing for this post at first because I get asked about what to blog about quite a lot.

But, when I thought about it, I realised it’ll be much more helpful to tell you what not to blog about. When thinking about what to blog about, the possibilities are endless and entirely dependant on an individual’s life, job, hobbies, etc.

I may write a post in the near future about my brainstorming process as it has taken me a long time to nail down and may be of use to other bloggers.

However, for now, I’ll focus on what not to do and you can consider everything else as fair game.

1. Fake helpful articles

By now, most bloggers know that their content should contain helpful tips and information for their target audience. But many also forget to be genuine too and focus on promoting themselves and their business.

I’ll start with an example. If I wrote an article titled “10 reasons why you should hire a copywriter”, that would be pretending to be helpful while, in reality, it’s just self-promotion.

It would be better if I just posted an article called “10 reasons why you should hire me”. Self-promotion isn’t great practice on a blog but if you’re going to do it, you can’t hide it.

Writing self-promotional articles under the pretense of being helpful won’t fool anyone.

They just won’t trust the information in the article and are likely to stop trusting anything else you write too.

2. Any posts with a self-promotional call to action at the bottom

You’ll have seen many bloggers discussing how important it is to have a call to action at the bottom of your posts, and they’re absolutely right — but you may be misunderstanding them.

A call to action doesn’t exclusively mean a link to your website’s contact page. It’s the thing that they should go away and do when they finish reading the post.

If you’re writing a post about how to write a good blog post, for example, you would finish by telling them to go away and write a post including the tips you’ve mentioned.

On the other hand, if you finish that post by saying “if you’re looking to hire a web designer you can get in touch with me here” or something similar related to whatever it is you do, you’ll end the post on a sour note.

You’ll immediately strip everything you’ve written of any sincerity and, like I’ve said above, readers won’t trust any of it. Even if the post was about web design, the call to action is still pointless. They probably know you’re a web designer.

It’s more important that they trust what you say so, in the future, there’s more chance they will hire you.

If you have to have a promotional call to action, it should be a newsletter sign-up, but only if you’re promising to send them more of what they’ve just read. Chances are, if they’ve made it to the end of the post, they’ll be interested in reading more.

3. Just company updates

A lot of businesses only use their blogs to talk about what the company has been up to. Posting about events and exciting new clients is all well and good…but only if you’re posting them along with helpful posts too.

I know you may think that people will return or sign up to your newsletter to hear more about all the cool stuff you’ve been doing but, the truth is, they won’t. Because, in the nicest way possibly possible, they don’t care.

Unless your company is the most exciting company in the world and you frequently carry out daredevil stunts like fencing with bears and juggling tarantulas, your company updates aren’t something anyone wants in their inbox every month.

Sure, if you write useful posts with actionable tips and every so often post about an exciting thing your company has done, that may then be interesting to your readers. But only then. If that’s all you’ve got, it’s not enough.

So, that list was pretty short, right?

That’s because there isn’t a lot you shouldn’t blog about. There are, of course, things that you may not want to blog about as they’re not relevant to your company or target audience or are inappropriate, but that’s just common sense.

My point is…

Be helpful and be sincere. If you keep those two things and your target audience in mind when you’re writing, you can’t really go wrong.

Your blog is all about it’s readers and what they want. But, just because it’s on your company’s website, that doesn’t mean that they want to hear about your company.

Originally published at straightforword.co.uk on May 30, 2018.

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