Depending on the type of industry your company is in, the way you blog can vary. Whether you’re selling technology or selling coffee you have to know how to specifically engage and inform your target audience. For example the tone of every blog should be conversational but the type of audience you have will reveal how conversational that blog can be. Despite the type of audience you have, the main reason a consumer will visit your blog is for more information on a product or your industry. That means every business blog has to be a site of resource for their consumers to follow and learn.
The point of a business blog is to engage the reader so that they can learn more about your brand and eventually buy in to what you’re selling. A problem that can occur is that the consumer may not even know you offer a certain product or solution, so a blog would be the best way to inform them lesser known services that you offer. On the other hand, it can be beneficial to your status in your industry to not even mention a product in your blog. Yes, you can still be a resource without discussing the products you offer. An example of this would be if a company who offers healthy food or vitamins, wrote a blog on the positives of a healthy lifestyle without referencing their products. This lets the reader know that they aren’t getting some sales pitch, but instead are getting valuable advice from a trusted source.
Being a point of resource for your products or even your industry will keep consumers and other users coming back. If you can use your blog as a platform to establish your expertise in the industry you are in, this will create a strong trust between you and your audience, as well give your company credibility. The best way to do this would be to provide them with information before they have a chance to ask the questions themselves.