Small Business Bloggers: Bitch, Brainstorm, and Get Better

rachelwhalley

What is it that makes a business blog so challenging? I say it's the combination of two different voices, which is a hard muscle to work--kind of like learning to raise just one eyebrow. I still can't do that, actually.
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"I love being a writer. What I can't stand is the paperwork." ~Peter De Vries

mikewatters · Joined: 21 Feb 2007 Posts: 1 Location: Port Townsend

I guess I'm the first business blogger here (aside from Rachel, who set it up). I hope we get a really good discussion going.

I think business blogs are so hard to write for the same reason it can be difficult to write any compelling marketing copy. I know what I do, and I do it really well, but I don't always know how to make my blog copy meaningful for the customer. For instance, I could go on and on (and I have) about what a fabulous publication designer I am, but that is meaningless for my customers.

So, I try to give my clients information they can use about publication design (thus positioning myself as an expert), but not overburden them with a bunch of self-serving drivel. Every once in a while, I sneak in some pitch about my business, but it feels forced and un-bloglike. I always wonder: Who wants to read all that crap about me?

I also think it's hard to think of topics every week, and I always struggle with my blog when I'm on deadline, which is most of the time.

Thanks for this forum, Rachel!

rachelwhalley · Posted: Thu Feb 22, 2007 3:36 pm Post subject: Thanks, Mike

I'm glad you joined, since I remember you were a proponent of this idea. Smile

I know what you mean about promoting your service through the blog. I haven't done a lot of that yet through mine, but I have been contemplating writing a post titled "Why Hire A Blog Coach," simply because I think it's a question my readers might have. And that, to me, is a responsible use of my forum. That kind of piece also forms what's called a foundational post, I think. It's good to have several articles/posts that bolster your blog and that you can refer to repeatedly to demonstrate something crucial about your business.

Copyblogger has a great post about this, complete with a structured approach on how to do it.
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"I love being a writer. What I can't stand is the paperwork." ~Peter De Vries

Yani · Joined: 24 Feb 2007 Posts: 1 Location: Seattle, WA

I'm a pet sitter and I have a hard time coming up with things to blog about. I've already done the "why you should hire a pet sitter" post. I've thought about doing it personally, and posting about things that have happened on various sits, but I'm not sure people would want me publically talking about their animal(s). I'm also a bit of a smartass when blogging/journally for myself, which is funny for readers maybe, but maybe not so much for clients or future clients. I'm at a loss for what to blog about.

I have a sister blog that is more focused on animal health and nutrition, and a few tips here and there. I've thought about combining the two, but even in that blog I have a hard time posting. I have tons of ideas, but the commitment and motivation to put it into words is challenging. I find blogging a lot more time consuming than my enthusiasm anticipates.

And lastly, especially with my health/nutrition focused blog, it's super important to me that I give accurate information. I don't want to give advice, even when it's clearly stated as my opinion, that is incorrect, because I have found people to blindly follow others without personal research. That intimidates me a bit, and therefore I don't blog nearly as much I would normally.

Those are my hang-ups! I need help!

rachelwhalley · Posted: Sun Feb 25, 2007 10:09 pm Post subject: Stuck on blogging topics

Hi Yani,

Welcome to the forum.

I've found through my work with other bloggers that getting stuck on what to write about is usually an indication that the main topic isn't something the blogger is as passionate about as they could be. Is that the case for you? There's certainly always the exception to the rule, but that'd be my first hunch.

If I were working with you, my first question would be "who is your audience?" I'm curious to know if you're really clear on who you're writing for and what kind of tone, style, and content would be appropriate for them. Are you really writing for blind followers, or is your audience a group of discerning pet owners who will get second opinions on health advice to make sure their beloved poochies thrive?

I have a couple posts about how to beat writer's block. Here's the link in case anything turns out to be useful for you. http://writewithmeaning.com/?cat=3
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"I love being a writer. What I can't stand is the paperwork." ~Peter De Vries