Firstly, let’s have a look at some of the basics of blogging. Your blog is a great promotional tool and there is no limit to what you can blog about, from building thought-leadership to demonstrating to your audience how your products/services can help solve a problem. Of course, like with any form of promotion, blogs require a lot of care and attention.
Planning is a fundamental part of building a successful blog. Starting with the 5 Ws, thinking about what you want your blog to say about your business is important for ensuring you maximise its potential. Then there is how you actually deliver your content; images and using the right tone are two key areas that you should be considering in your blog strategy.
So where do authors fit into this? For authors, and self-published authors in particular, blogging is almost a necessity. Through their blogs, authors can build a community of followers, some of whom may be aspiring authors themselves and others can be avid readers of their work. Knowing their audience is something that authors are particularly skilled at, and for businesses new to the world of blogging, they can be fantastic mentors.
Each author’s blog will be different and this is where their knowledge of their audience comes into its own. For instance, authors writing in the YA genre may use more informal language, which appeals more to this market than perhaps a historical fiction author. There is also the author themselves; some may publish more often than others and some may be more open about their work. Nevertheless, authors have got the art of blogging down to a tee.
Tone is also very important for a business blog, and authors are masters of using tone effectively. By using an informal and conversational tone which still gets the information across, authors have allowed their audience to feel involved and engaged with, and in turn, memorable. This is where businesses can learn from authors; by adopting a similar approach, businesses can show their customers that they understand their problem and that they are willing to share advice to solve this particular problem which starts to build a relationship of trust.
Self-published authors also rely heavily on social media for promoting their manuscripts and their blogs. Whenever they write a blog post, there is a very good chance (almost a certainty) they will share it on social media. For many businesses still unsure about using social media, blog content is a great way to start building a social media presence. Authors frequently share their cover reveals and their excitement around their release date, so looking ahead to the large milestones in your business and talk about how you reached them.
Blogging has allowed authors of all genres to build their readership and stand out. By putting a detailed strategy in place and by using some of the skills that authors use on a regular basis, your business can enjoy similar success from blogging.
To get your business blog up and running, get in touch with me! Feel free to check out my own author blog as well.