Blogging — let’s face it: when you’re up late juggling schedules, squinting at vendor terms, and brainstorming ways to diversify cash flow, you’re probably not exactly feeling inspired to dash off a chatty, upbeat blog post about your business. Blogging is just one more thing, a particularly unappetizing brussel sprout teetering on the edge of your overfull plate.
Here’s the thing: blogging doesn’t have to be a chore. You can use your company blog to give your business a face and a personality, to celebrate your joys and call out your frustrations.
Here are some specific topics to get you clattering away at your keyboard.
Blog about your passion
If you’re like most small business owners, love (or obsession) fuelled your move into entrepreneurship. Write about that love. What inspired it? When? Think of this as your superhero origin story — the radioactive spider that bit you. What excites you about the present, the future?
Many passionate people feel a little leery of letting on just how deeply they love their subject. Don’t be afraid. The more you share your love, the more people you’ll meet who feel the same way.
Share your struggles
Most people don’t like to talk about difficulties. They’re afraid they’ll be pigeon-holed as a grump or earn a nickname like Negativity Ninja. It’s scary to talk about problems because doing so makes you vulnerable.
Blogging about business or even personal issues — a rude fire inspector, a flaky employee, missing out on a social life — forces your reader to see you as a person. Not just a URL or an eBay username, an actual person, just like them. People relate to that, and they’re one step closer to becoming a customer.
Check out Brene Brown’s TED talk on vulnerability for inspiration.
Interview your best customers
Set aside fifteen minutes to call your best customer and ask them what they love about your business. Then ask them what you need to improve (gulp). You can do this by email, though you’ll get much lengthier and more candid responses on the phone.
Use this as your blog post. If your customer identifies a specific area for improvement, be sure to mention how you’re addressing it.
Company websites are far too often used as a smokescreen (SO many don’t even have telephone numbers!). Instead of using your online presence to imitate a faceless Fortune 500 conglomerate, use it to express who you truly are.
Blogging is all about being a person. Don’t be shy — customers are waiting to meet you.