Seven things I learned in seven years of blogging for my business 21 January 2015
Image by Mike Licht
Jewellery, employee benefits schemes, CE marking, high end doors and windows, wine, ink cartridges, mortgages, business networking, updates from an award winning author…They are just a few of the many topics I’ve brought to life through blogging in my 12 plus years as a copywriter.
I’ve been blogging for myself for quite some time too. I recently reached a major milestone – my 7 year “bloggiversary”! This was my very first blog post…
Hundreds of copywriting blog posts later and I’ve certainly learned a few things along the way:
1. You don’t have to do what everyone else is doing
Why cover the same ground as everybody else? In each industry, there’s probably a more, shall we say, “familiar” way to cover the main issues. But following the same route as others in your sector isn’t likely to make you stand out. Look for a fresh way to talk about your industry to make your business blog your own. Why be generic when you can be genuinely individual?
2. You don’t have to reinvent the wheel. Just inform people in an interesting way
Having made my point above, my long track record as a blogger for myself (and for others) has taught me that it’s not productive to be different just for the sake of it. Your audience wants to be informed (and fast!) so focus on achieving that. Keep your main topic right at the centre, but keep offering new perspectives on it.
3. It (usually) takes time
Blogging for your own business takes time to establish. That’s as true for your blogging voice as it is for your presence and your audience. Yes, sometimes great things do happen overnight, but usually it’s a long-term, gradual process. Enjoy the ride. Look to create quality evergreen content that can withstand the rigours of time and of marketing trends and shifts!
4. Find a voice that belongs to you
Every business blog is different. Some companies prefer a detached, formal style while businesses that trade more on their individuality may prefer to speak in the first person. The important thing is to explore and uncover a tone of voice which feels natural for you and your business. If you really want to make your blog sustainable, make sure that your tone of voice is authentic. That will help you maintain both it and your blog for many years to come!
5. Trends change, but blogging is for life
A lot has changed in 7 years – with marketing, SEO and social media, never mind blogging! When I first started my copywriting blog, blogging wasn’t common practice. Now it’s recognised as part of everyday life for proactive businesses and as a central aspect of content marketing. SEO and attitudes to content continue to shift ever onwards! What I’ve learned is that there is a magic balance between keeping up a consistent copywriting strategy and adapting to changes in the way people seek out and respond to content.
6. Blog about what interests you and you’ll create interest in other people
It sounds so simple, doesn’t it? Having your own blog is an incredible opportunity to explore your professional ideas and share your personal insight into your industry. Having said that, your blog needs to be focused around the interests of your potential customers! The more you make your business blog part of your everyday life, the more ideas and opportunities you’ll uncover. It might be a conversation with a client or your own experience of using a service or product. Whatever it is, make your blog your own. Get into the habit of seeking out new ideas and approaches for your blog and it’ll soon become second nature…leading to those 3am brainwaves or to the experience of having a brief chat with a client which quickly turns into a series of blog posts.
7. See it as a valuable business resource, not a task
It’s all too easy to look on the act of blogging as a chore. It’s a view I hear all the time from business-owners that I meet. But if you change your perspective, you’ll see that your blog can work for you on all kinds of levels. It can establish you as an expert in your field. It also gives you an incredible resource for promoting your business through social media, enewsletters and more. Changes in marketing continue to create ever more opportunities through blogging. Why not make the most of them?
Thank you to all the lovely people who have commented on (and off) my blog in the past 7 years!
Camilla Zajac, Green Light Copywriting, January 2015
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
