Writing for social media impact

Question:

When our company downsized, we eliminated our marketing department and I became charged with maintaining our company’s blog and newsletter. Both are thankless tasks. Few people read the blog, despite how we’ve promoted it on Facebook and Google. Our statistics show that more than 70 percent of those we email our newsletter to don’t open it.

Our general manager has given me permission to drop the newsletter but insists we need the blog for visibility with customers and prospective customers. So, how do we get readers to read it?

Answer:

If you want anyone to read your blog more than once, you need to completely overhaul it. It reads like an ad for your company’s personnel and services. Other than the individuals you profile and their families, who wants to read a story about your “employee of the month”?  Do those who run across your blog on Facebook or Google really want to read detailed information about your company’s services? That information belongs on your website.

Here’s how to create a blog that’s read more than once. Stop thinking about how to promote your company. Instead, think about what customers and prospective customers might want to read that relates to your company’s niche. What problems and challenges do they face? What valuable information can you offer them?  How can you present it engagingly?

Then, think in terms of headlines and lead paragraphs, because readers don’t read further unless the headline and first sentences grab their interest. Once you’ve done that, you can promote your blog — because it makes no sense to lure readers only to disappoint them. They won’t return.

© Dr. Lynne Curry is author of ”Beating the Workplace Bully” and ”Solutions” as well as owner of the management/HR consulting/training firm The Growth Company Inc. Follow her on Twitter @lynnecury10 or at www.bullywhisperer.com.

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