The Non-Writers Guide to Writing a Company Blog

Diana Rowe posted this in
Inside Rocket Media
on May 8th, 2014

If you don’t feel like you’re a natural born writer (or you love to write but you’re struggling with writing for your company’s blog), writing a blog article can almost seem like a chore.

We try to get everyone involved in writing blogs at Rocket Media regardless of their role here.

But every once in a while I’ll hear someone say, “you want me to write a blog? I can’t write!”

My belief is that everyone can write. Everyone is passionate about particular topics and I believe that’s when great writing tends to appear.

Whether you’re a salesperson, technician, graphic designer or business owner, you have expertise in an area that is valuable to write about for your company’s blog.

Next time you’re tasked with writing a blog article but you aren’t sure where to start, follow these tips.

Think about your passions

When you’re trying to figure out what to write about, it will be easiest to write when you choose something you’re passionate about or something you really want your customers to know.

For example, one of our developers, Matt, wrote about the differences between static vs. dynamic websites.

Is he a writer by trade? No. But he’s passionate about specific areas of our agency and came up with an idea based on what he loves to do.

Think about the area in your business you’re really passionate about and come up with a few ideas you think your customers would be interested in knowing about.

Don’t worry about the headline too soon

Some people may tell you to start with the headline when you begin writing a blog, but I’m a firm believer in starting with a few main points before jumping into the headline.

After you’ve jotted down a few main points you want to get across and you begin writing your article, the headline won’t seem like as much of a struggle.

If you start with a headline, sometimes you’ll find that your idea is adapted or changed as you write and the headline ends up changing, too.

Begin writing with bullet points

After you have a solid idea of what you want to write about, it’s time to start coming up with the main points you want to get across in your article.

Whenever I start writing, I usually start with a list of bullet points I want to cover in my blog article. (These sometimes end up being the headings or sections of the blog, and sometimes they just help me keep the story going.)

Don’t worry so much about starting with the introduction, then the body and finishing with the conclusion like you may have been taught in grade school. (Sorry, teachers!).

It helps to have a big picture idea of what you’re writing about before you start writing.

Remember your company’s voice and tone

When writing a blog for your company and especially when you’re having multiple people writing for one company, it’s important to keep a consistent voice in each article.

That doesn’t mean that every person has to write the exact same (everyone has a different way of writing), but it should remain consistent with the voice and tone of your company.

Following a voice and tone guide is one of the most helpful things you can have when you’re writing for a company.

(Here are some tips for creating a voice and tone guide if your company doesn’t already have one.)

Keep a bank of ideas for future blogs

Sometimes when you need to write a blog is when it’s hardest to think of a topic to write about. I know I’ve sat staring at my computer a few times just trying to figure out an idea.

To help gather ideas, we keep a Trello board for our team members to add ideas to whenever they think of something. Ideas usually stem from a problem they’ve run into, a conversation they had with a client or simply an article they stumbled across online.

Keep a bank of ideas (whether in a program like we have or just a simple list on paper) so you have several ideas already in mind when you want to write your next blog article.

A few technical tips to remember

  • Write for scanners. Try to keep your blog as easy to read as possible. Studies show those most people read in an “F” pattern, meaning they tend to scan through text rather than reading through the entire thing. This is where large blocks of text with no headings or sections can make it very difficult on readers.
  • Write like a human. Robots are awesome, but nobody wants to read something a robot writes. Be yourself and write like you are talking to an old friend. Use the type of language you use in your daily life. (But always remember you’re representing your company, of course.)
  • Leave out the jargon. It’s pretty easy to get caught up in the terminology you use on a daily basis when writing. Try to use less technical and more general terms that your customers would understand even if they aren’t experts in your industry.

Now I’m no writing pro, so take what I say with a grain of salt. But these tips really do help me out while writing, so hopefully they’ll help you, too.

Want to improve your blog post writing skillz even further? Check out this blog post on how to write blog posts faster.

Diana Rowe

Content Strategist

Diana hails from the faraway land of Macronesia, which totally isn't made up. She loves dogs and fine wine. Sometimes together in the same meal.