Knowing your subject matter

Similar to the advice given in a creative writing class, the key to having a blog that adds the most value to your readers is to write about what you know. That means you should either be an expert on the topic at hand or have the personal experience to back up what you’re saying. If you’re writing a business blog, you’ll most likely be writing about your business in the context of your own industry, so it should be an easy task to give examples of real life situations or pass on expert knowledge about the subject you’re talking about. When you give real life examples, don’t be afraid to write about your own failure points as well as your successes. By being a company that can admit its mistakes and learn from them, you come across as being humble and honest, which improves your brand perception among your readers and makes for a more loyal blog audience. Overall, by giving insights in a real life context, you not only provide a better explanation for the point you’re trying to make but also make your blog more colour and interesting to read.
A good way to ensure that you’re always writing about what you know is to have multiple contributors to your blog from within your company. Choose people who have different roles and skills within your organization so that they can bring varied knowledge to the blog in a personal context. For example, your technical staff can write about technical problems and solutions they’ve come up with, while someone from your sales team can write about the marketplace in general. If you do go the route of multiple authors, make sure you don’t have too many contributors so that the voice of your blog begins to seem disjointed. Another idea is to have a theme week, where different people within your company write about the same issue and how it affects them or their department.
Whatever you choose to do, the overarching strategy for your blog should be that every post be written by someone who has earned the authority to write about his or her chosen topic, either by being an expert or by having gained personal experience with that topic.