This may be a bit meta, but let’s talk about writing a blog for your business. If you own a business, chances are you’ve considered keeping a company blog (if you don’t already do so). At times, it can be a challenge knowing what and when to post. Here are some guidelines for how to do it successfully.

Voice. Write for your customers and clients, not yourself. Find a conversational tone that speaks to them.

Consistency. Blog on a schedule. If you’re aiming for one blog post per week, stick to it. Inconsistency reflects poorly on a business, as will sporadic or absent posts. Keep it consistent to keep your audience coming back.

Grammar, spelling and punctuation. Write, read and edit. Then edit again. If you’re not a good self-editor, have someone else edit it. Make sure what you post upholds the rules of the English language.

Be creative. Think outside of the box a bit. When you’re drafting a post, look for different angles and apply them to your business. For example, a pediatrician might blog about health and medical tips for children but can spin a seemingly unrelated seasonal farmer’s market event into a story about getting kids to eat well.  It’s safe to change it up every now and then.

Feedback. Look at what people are saying and respond. Don’t take negative comments to heart, and don’t reply negatively to them. Find out how you can improve based on what your audience is saying.