With the rise of large language models like ChatGPT, a milquetoast blog can be produced at the click of a button. In their most recent podcast episode, Marketing Should Attract AND Repel—Stop Watering It Down, co-hosts Laura and Julia discuss how marketing needs strong messaging to attract the right customers. With bland blogs flooding the internet, you’ll need to write better business blogs to stand out and turn reads into leads.
You Need to Be an Engaging Expert
I’ve outlined before in my post, Why is No One Reading My Blog?, there are three key points of failure for business blogs: SEO, reach, and content. More information on SEO (Search Engine Optimization) and reach (promoting your blog outside of your website) can be found in that blog and others. Today, we’re focusing on content: specifically, showing expertise in an engaging way to keep people reading your content. Some tips below:
- Write Expert Content: You are an expert, so provide information and insight that people can’t get from a Google Search. This includes graphics. If you’re outsourcing blogs, make sure you provide this information, insight, and picture to them.
- Provide Information Up Front: Once you’ve got people on your blog, it’s important to remember BLUF: Bottom Line Up Front. Separate yourself from LLMs by providing clear information early in your blogs.
- Use a Strong Voice: As mentioned in the podcast, don’t be afraid to have a strong, bold voice. Giving yourself personality (even if you’re an introvert English major) can help you stand out among the bots.
- Include Engaging Language: Try to think up an engaging title, introduction, and even metadata. This meshes well with a strong voice and expertise, combining engagement, information, and interest.
You Can Use AI as a Tool, If You Know How
This isn’t a hit piece on AI. AI is here and it’s writing blogs, which means you have more competition, and above are tips to help you stand out. AI can be a tool when used right, but it’s like an intern—if you don’t review its work and just hit publish, you’re going to get egg on your face. I find it useful for brainstorming or to help train myself to write in a client’s voice. I’m including some additional reading for both AI and blog writing in general below:
- AI Is Here to Assist, Not Replace: How to Blend Tech with Real Strategy
- How Blogs on Your Website Equal More Website Visits
- 3 Tips to Take Your Business Blog to the Next Level
- How Blogs Can Be a Great SEO Tool—If You Know Keywords
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision Advertising CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox. Interested in working with Vision Advertising? Learn more about our services and contact us today.