Corporate or company blogs have now been around for over 15 years growing out of the blogging communities of the late 90s and early noughties. As with many platforms that have evolved over time, some aspects of the original concept have been lost in translation. I think one such characteristic is the personalisation of a blog post.
Copywriters and marketers are used to writing copy for businesses and organisations in a corporate style. This generally involves writing in the third person, and is often rather dry. I believe this is the antithesis of what a company blog should be; but in my experience one area of blogging for business that meets resistance from PR, marketing and senior management.
Why It’s Great To Personalise Your Company Blog
For many businesses the only area of their website that gives any clues to the people behind the logo or brand is the ‘about’ page. Often this is limited to just a few key members of the team, or generalisations about the values and ethos of the company as a whole. Yet the adage that ‘people do business with people’ not companies, is very true and one that should not be ignored.
Whatever the size of your company, or the sector you operate in, providing visitors to your website with an insight into the people who make up your organisation, their motivations, experience and knowledge, can only be a positive thing.
Convinced? Here are a few tips from my experience as a ghost blogger (i.e. writing personalised content for other people), to help you personalise your blog posts.
Five Tips For Personalising Your Company Blog
- Attribute posts to individuals: ‘admin’ is not an author for your posts.
- Use the first person. “I believe” not “we believe”. This simple technique will instantly transform blog copy from sounding too corporate to conveying some of the passion and experience of the author.
- Showcase the expertise of your team with blog posts from individuals who really know their subject. Ask your employees to contribute posts about their expertise and you’ll get engaging and compelling content.
- Blogging is a form of social media so you should be aiming to engage with your readers. Do this by using a conversational tone, posing questions, asking for their feedback and encouraging them to continue the conversation on or offline.
- Make sure that if someone comments on your blog post it’s acknowledged. This should come from a person, preferably the individual attributed to the post. This is a great opportunity to convert that reader and potentially generate a sale, and one of the reasons for blogging in the first place.
Personalising your blog content does not devalue your brand proposition, you can still write in a professional tone and you certainly don’t have to reveal personal details about your employees.
If you need further convincing of the value of personalising your blog content, and why you should steer clear of the royal “we”, please get in touch. Leave a comment below and you’ll definitely get a personal response!
I’m a creative person with a passion for writing copy that tells stories, conveys key messages, influences and results in action. With over 20 years in the advertising and marketing world I bring this experience to ghost writing and managing blog content. I’m also big on collaboration; I like to work with clients as part of their team. Outside of work I’m into family adventures, dragging the kids up mountains, wild swimming and being outdoors.