Have you wavered on the idea of starting a blog for your company simply because you're worried about engagement? Perhaps you think your industry is boring and have no clue what you'd even write about.
You can write content that others will want to read, and here's how:
Write How You Talk
You're not writing for the President, and you sure as Hell aren't writing for the Queen. You're writing for your audience, the people you really want to work with. Obviously your writing should not cause offense, but it also shouldn't be filled with rigid lingo that drives all of your customers away.
Pretend you're bringing your reader out for a business lunch. How would you answer their questions and concerns? What topics would you bring up?
Always keep the reader in mind. Your readers should not need a dictionary on hand to translate what you're saying.
In short: Drop the formalities (when called for) and don't use business-speak.
Write with a Specific Customer In Mind
If you're a cleaning company, you want to write for:
1) People who need cleaning services (General)
2) Frazzled mothers who are too busy working and taking care of their kids to clean as much as they'd like (Specific)
If you're a seller of classic cars, you want to write for:
1) People who like classic cars (General)
2) Jay Leno, because he's a classic car buff AND has lots of money (Specific)
If you're a dentist, you want to write for:
1) People who need dental services (General)
2) The guy whose had a throbbing tooth for the last three weeks but is too nervous to make an appointment (Specific)
You need a general focus, but even more, you need to know the specifics of the individual who will buy your services. That's the frantic mother, Jay Leno, and the guy with serious dental anxiety who also happens to be in pain.
Tell A Story
This works on multiple levels.
1) It can help you to form an emotional connection with your readers.
2) It can help you to explain complex issues to your audience.
3) It can keep your content light and personable.
Stories work especially well if they relate to your readers on some level. Do you help others to overcome challenges that you once overcame? Write about it. Are you currently facing a struggle you think your readers would understand and appreciate? Tell them about it.
Create A Stir
I can bet if you're a plumber, none of your competitors will be talking about the effects of Obamacare on the plumbing industry.
Create a controversy. Get your readers talking. Go viral, even.
Tug at the Heartstrings
I mentioned stories as a great way to form an emotional connection with your readers. But there are so many other ways to do just that.
Show Empathy. This can be done in bits and pieces which makes it easily employable. Did you have a particularly bad quarter? Did you recently fail at a new business venture? Were you excited by a new product release in your industry? Mention it.
Show Your Audience Who You Are. You're more than a business owner. You're a son/daughter. A friend. A sibling. Perhaps you're spouse or a parent. It's okay to let your readers catch a glimpse of your non-business side every once and awhile. Just be sure to strike a balance between showing who you are and over-sharing.
Engaging content is made by engaging people. Use the tips above to create content your readers will want to read.