Select an Account to Sign In

Thryv

Text & Email, Appointment Scheduling, Customer Database

MyDex Account

Pay Bills, View Reporting, Manage Your Listings

Blogging

Why Good Business Writing = Bad Business Blogging

Why Good Business Writing = Bad Business Blogging

By | 08.23.13
Why Good Business Writing = Bad Business Blogging

Shakespeare BloggerLet’s be clear—I’m not saying that bloggers are bad writers. Content is still king and shows no sign of relinquishing the throne anytime soon, especially since Google has made it their personal mission to take badly-written websites out to the woodshed.

However, business blogging is a different animal than standard business writing, and those good habits you’ve picked up over the years might just prove a liability when it comes to providing content for your company blog.

For example:

Blog Articles Are Written Backwards

In traditional writing, it’s perfectly acceptable to tease with an introduction and build up to your point. However, blog readers typically have a lot of articles to choose from, and you have to let them know up-front whether or not yours is worth the time and effort. This means starting with your conclusion, and then working backwards to explain it.

Blog Articles Are Conversational

In a lot of ways, business writing is informed by old-school journalism. It’s dry, detached, and sticks to the facts. However, the most successful bloggers have shown us that it’s possible to let your personality shine through and still be professional. When you blog, write in your own voice and try to imagine that you’re talking to your readers, not lecturing at them.

A Title Can Make or Break a Blog Article

The titles of technical documents, sales reports, white papers, and other forms of business writing need to be descriptive and accurate. However, blog article titles also need to be short and catchy, and have to appeal to the search engines as well as your readers. Blog article titles aren’t easy, which is why a lot of pundits suggest spending as much time on your headline as you do on the article itself.

Blog Articles Work Best in Bite-Sized Chunks

Except in the most extraordinary circumstances, blog articles aren’t intended to be extensive or exhaustive. The idea is to get in, make your point, and get out in 350-700 words. Ideally, you can use subheadings, graphics, lists, and other elements to break your article up into even more manageable bits.

In Blog Writing, Conclusions Are Optional

Formal writing typically wraps up with a conclusion, where the author summarizes everything he or she has just said. But because blog articles are, by definition, brief and to-the-point, reiterating everything at the end just seems superfluous. So what’s the proper way to end a blog article? Some folks claim the best thing to do is to write until you’re done, and then stop. Others claim ending with a question is a great way to engage readers and start conversations.

What do you think?

(Visited 51 times, 1 visits today)
Share on: Share to Facebook Share to Twitter Share to LinkedIn
Comments

Like what you see?
Get more free content.

Next Up In Blogging

Content Curation Can Work for You – 3 Easy Ways

Content Curation Can Work for You – 3 Easy Ways

Read More

3 Top Small Business Blogs to Mimic

3 Top Small Business Blogs to Mimic

Read More

Blogging for Your Local Business – A 2017 Master Class

Blogging for Your Local Business – A 2017 Master Class

Read More

Explore the Blog