Business bloggers are pragmatic. They start their blogs for a variety of motivations: To create awareness for their business. To create a work identity and reputation. To advance the thinking in their industry or profession.
The question for these writers is, how do they share information with their readers in a way that accomplishes these goals, but that is not entirely self-serving?
Here’s what I’ve seen. Good business bloggers are able to channel their inner teacher.
Think about the best teachers you had. What were their characteristics? They probably loved their subject and wanted to share it with others. They were excited about it and their excitement was contagious. They were able to explain what they knew to beginners as well as experts.
Good business bloggers have the same characteristics. They write some posts for beginners that assume little or no knowledge about their specialty. Other posts are more complex and are written for experienced readers.
Most important, these bloggers convey an excitement about their subject that is infectious.
And guess what, with every post these bloggers are subtly sending a second message: “My company and I are experts in this subject. If you work with us, you can be confident that we will be able to help you solve your problem.” With every post these bloggers are genuinely adding value to potential buyers and expanding their reputation.
If you are a business blogger and are struggling with what to write and how to write it, see if you can channel the teacher that resides within.
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