How to Write Effective Copy for Your Company s Blog by idil92


How to Write Effective Copy for Your Company’s Blog

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This article provides tips to write effective, attention-arresting blog
copy and shows how you can develop reader and customer loyalty.

writing, business writing, blog, freelance writing, marketing,
advertising, business, google, grammar, literacy

Article Body:
Weblogs, more commonly known as blogs, are spreading feverishly across
the Internet. According to Robyn Aber of Cisco Systems Inc., about four
million blogs populate the Web. Though most private individuals maintain
blogs, many companies are beginning to launch company blogs to
communicate and interact with their clients, customers, and the public.

How can you create a company blog that outshines and outlasts every other
blog? And how do you hypnotize readers to keep coming back? This article
provides tips to write effective, attention-arresting blog copy and shows
how you can develop reader and customer loyalty.


The most engaging blogs speak to their audience in a casual and
conversational tone. A big benefit of a blog is its ability to speak to
readers in a way that is personal, candid and straightforward. Write your
blog the same way you’d speak to your audience, face to face. The
personal element is almost always what attracts people and keeps them
coming back to your blog.

Amy Joyce of the Washington Post says, “Web logs—or blogs—started as a
way to talk about new technologies, vent about life and interact in a no-
holds-barred forum. Since blogs became the next big thing, an increasing
number of companies have come to see them as the next great public
relations vehicle—a way for executives to show their casual, interactive
side. But, of course, the executives do nothing of the sort. Their
attempts at hip, guerrilla-style blogging are often pained—and painful.”

To avoid this pitfall, simply be yourself. The best blogs reveal the
interests, opinions, and personality of the writer. Your perspective,
personal and professional, is unique in all the world. Let it shine
through, and your blog will automatically be one-of-a-kind. An
interesting blog will bring back customers again and again and will
generate priceless interest in your company.

Readers want to know things they already don’t know about your company.
They want to know what the products, services, people, challenges, and
innovations in your organization are really like. If you give them a
glimpse of the inner workings, express your opinions boldly, and tell
engaging stories, you will foster reader interest and loyalty. In a
biography, both interviews and quotations usually are the most intriguing
parts. Think of your company blog as a business biography. Personalize it
with your unique thoughts and perspective.


Write about what you know. Draw from your expertise to inform the public
about the finer points of your business. Detailing development ideas,
setbacks, successes, and reactions reveals the human element and engages
the reader. It’s fine to talk about new products and innovations, but
blogs devoted mostly to marketing and promotion are the most boring and
least popular of company blogs. Make these topics more appealing to
readers by framing such announcements with personal impressions and
insights. Customers want to feel a kinship with the brand. Letting them
in on the details of your business will make them feel part of your
company culture and increase the chances of their lifetime loyalty.


Once you have established a good reader base, offer new insights
regularly to reward surfers for coming back. Not only does this provide
more information and exposure, but it also reflects that your company is
active and on top of things. Link to current articles from other sources
to keep readers abreast of developments in your sector. A rarely-updated
blog feels stale and tired. This is not the reputation you want your
company to have!


You are personally responsible for whatever material you publish on your
company blog. Respect the confidentiality of your organization and
employees. Though you may express disagreements or concerns, do not make
personal attacks or use the blog to air petty complaints. Do not reveal
proprietary information; and avoid discussing revenue, share price, or
other financial statistics. Observe copyright law, and quote sources as
you would in any other document. Make sure what you write in the company
blog reflects the company’s goals. Keep in mind the ultimate goal of most
company blogs is to increase visibility and promote the exchange of
information. While most companies allow and encourage blogging on company
time, you should avoid letting your writing time interfere with your
regular workload.


Finally, make sure that what you write is grammatical. Your blog entries
reflect your company, and you want to give the best possible impression
of the organization and its personnel. The Internet is rife with bad
English. Though blogs tend to be relaxed in tone, it is no more
appropriate to ignore standard English than it is to wear flip-flops and
swimming trunks on casual Friday. Use a program like StyleWriter ( ) or White Smoke ( ) to find and fix embarrassing grammar
mistakes and help you write like a pro.

A company blog is an excellent tool for promotion, communication, and
information. The tips outlined here will help elevate your blog and
generate traffic and interest. Good luck, and welcome to the wonderful
world of blogging!

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