March 27th, 2024 | Business blogs, Copywriting

I often talk to businesses who see the value of a business blog but simply haven’t got around to setting one up, and there are a multitude of reasons why. Time is the obvious one, but there are other obstacles to overcome. Here are a few of the main reasons why business blogging is put on hold, and some ideas to remedy them. 

Inspiration to write copy, or a lack thereof!

Coming up with ideas of what to write about can be enough to put people off of putting pen to paper, or fingers to keyboard. You need time and space to be creative and unfortunately busy business owners and marketing professionals don’t always have the luxury of time. If you need to speed up the process, there are some good guides around with prompts for content ideas, including one from Blog Write here.  

Not enough words for my business blog

When starting a new piece of copy, you might think you know exactly what you want to say. You start downloading it and then oops, you’ve only written 200 of your 800 or 1000 words. Where will the rest come from? Research is a great place to start. Read as much as you can about your chosen topic – what are your competitors saying on the topic, what studies can you apply to aspects of your arguments, what questions do your customers and prospects want answered? By researching around the topic you’re talking about, you can devise a more considered approach that is informative for readers.  

How do I make my business blog accessible for my audience?

Some of the people I have worked with over the years are very technically minded. Their jobs require a high level of detailed technical knowledge and indeed it’s why their customers choose to work with them. However, when it comes to writing pieces for mass consumption, the complex technical approach probably isn’t going to work best.

Think about your audience carefully. Choose one customer or ideal customer and imagine writing for them. What would they want to see in the blog post? How much time do they have available to read information online? Do they want to see lots of technical jargon, or will that make it harder for them to read? It can be a tricky balance because you need to show you have the knowledge and information your readers require, but equally you don’t want to put people off with an overly technical and jargon-heavy article. You don’t need to be patronising, but it’s important to accept that not everyone will know the same terms, abbreviations, industry specific jargon, that you do.

It’s also good to remember that blog posts aren’t about proving how much you know – the most successful blogs genuinely help people with advice and information.

Too modest

Quite often when I start working with a new client, they think they have nothing interesting to say. Five minutes later after an informal chat about their business and it’s clear this couldn’t be further from the truth.

Sometimes this is modesty, and they honestly don’t believe that what they have to say is interesting to the outside world, and sometimes they simply don’t realise how different they are. Just as on a personal level we sometimes need other people to tell us objectively our strengths and weaknesses because we can’t see them ourselves, the same is true of businesses.

If you know are a business owner that isn’t good at blowing your own trumpet, it’s worth considering hiring outside support. It’s a freelance writer’s job to extract the information they need to produce high quality content for your business blog. Alternatively, if budgets don’t allow for freelance support, try and take a step back and view your business as a third party. What do you do differently to a competitor? What do your customers say they like about you? What would prospects find it useful to know about you?

Overcome the business blog obstacles with outsourcing

Running a business or even a busy marketing department can be so time consuming that you simply don’t have the time to stop and think, to research and to create. If this sounds like you but you want regular copy produced for a business blog, a LinkedIn company page, or feature articles in trade magazines, it might be worth considering hiring a professional copywriter. They will know the best way to extract your ideas, knowledge and expertise and transform them into the right words for your audience.

If you are a business owner or marketing professional that needs additional help to write the right words for your business, drop me an e-mail today at helen@blogwrite.co.uk and hopefully I can help you overcome some of these obstacles.

The Blog Write Blog

My blog is a collection of thoughts and musings about blogs, marketing and a few other topics I felt like rambling about at the time! If you’d like help with your business blog to make sure it’s consistent and well-written, I’d love to hear from you

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