Inkwell Creations.
Content Writing, personalised.
Writing Your Blogs.
Blogs. They can feel a little dusty, a little old school, and let’s face it, writing 1,000 words feels like a dull school project.
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There are many reasons why a well-constructed, regularly published blog feed will help your business, and here are my top five.
Connection.
You know a lot about your business, your craft, and most importantly, your customers. But how well do they know you? Great relationships are built on communication that allow both parties to get to know each other, and that is where your blog comes in.
For example, an exciting blog in the run up to the holiday season can communicate a lot without being overly 'salesy'. Share how you and the team are all working hard before the Christmas rush (with links to your online store), so that all of you can relax for a full week with family and friends. This communicates three things:
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Your business is run with wonderful people who are focused on getting products to their customers on time before the holidays.
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You run a happy and cohesive team that pulls together, and they enjoy working together.
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Your company values and prioritises time with family and friends, allowing your business to have a work life balance.
Authority.
You are an authority in your specialty, otherwise you would not be in business. Between the more seasonal posts, blogs that highlight your experience and training are always important. You may run the coolest coffee roasters, with a bunch of mates, and you all love taking the perfect brew up a mountain. This communicates your specific brand to fellow earth loving adventure seekers, but at some point you may want them to know that you know what soaking and off gassing is. (It also helps if you give your roaster a name!)
The same is true in all creative and retail spaces (online and in the bricks and mortar stores): Yarn dyers who have a passionate interest in colour theory and chemical compounds can excite the textile industry. Book binders can tell their own stories about their apprenticeships. Printers need to publish their history on how they learned from Guild Masters. Carpenters who went to far flung places to seek the wisdom of the trees can share that knowledge. Store owners who have a unique background in collecting and sourcing can excite their clients about how they gather their products and learn to look for unique pieces
Depth.
If tick-tock is instant dopamine dross, your blog is your ethical gold mine. Blogs can be one off long reads, or you can post a series of short reads in the form of episodes or chapters, that keep your customers coming back.
You can also share detailed ‘How To’ blogs, which can be easily shared and returned to regularly. Social media is heavily biased towards visual learners, but many people appreciate clear and concise instructional posts, and many readers seek clearly researched blogs that they can learn from.
Passion.
Finding out how we communicate your passion is always a joy!
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You have a professional work and creative flow that can be shared with your customers. Communicating your passion in a style that is engaging and continues the connection, depth and authority that you have allows you to attract the clients you want to work with, and grow your business along with theirs.
For example, writing is my passion, and I love writing about my writing! My blog is where I can share that with many other people who simply come to read my thoughts on developing small creative businesses, my personal book reviews, coffee shop thoughts, and my literary life around West Cornwall. ​
I convey my passion in narrative form with a friendly and approachable voice, as this is my favoured personal style. My focus is to engage with my clients in a way that is reminiscent of chatting over coffee. But there are many other forms of writing, and finding the perfect one for you is a wonderful adventure all on its own.
Catalogue of work.
Blogs are never written on a whim, and that in itself offers you great planning ability. With some clients I plan blogs up to six months in advance as we know that their work over that time is scheduled and thematic. Others prefer a two month schedule so that we can flex with the changing seasons. Either way, blogs are a place where your work is cataloged so that your readers can go back and see the work that you are producing, read about how you have evolved, and enjoy knowing about how your business is thriving. This is also why people are tending towards the word ‘Journal’ for their blogs, which can be an easier way of viewing your regular posts.
