Earlier this year, the Sydney Writers’ Centre ran the inaugural Best Australian Blogs Competition, showcasing some of the best bloggers in the nation. Here are some of the lessons small business owners can learn from the winners.
Styling You - Business category winner
Show off your expertise
According to judge and Sydney Writers' Centre founder Valerie Khoo, all business owners should publish their own blog, as it’s the perfect way to position yourself as an expert in your field and communicate directly with your community or prospective customers.
Nikki Parkinson’s personal styling blog attracts 100,000 page views a month and it’s because of her helpful and friendly tone that keeps fashionable ladies coming back, said Khoo.
“Without a doubt, Styling You has positioned Nikki as an expert in the fashion and beauty industry. She writes directly to her readers and is helpful but importantly, she engages with her readers. When they comment, she replies and she’s always finding ways to engage her community through giveaways,” she told Smarter Business Ideas.
SEE ALSO: The do’s and don’ts of business blogging
News with Nipples - Commentary category winner
Have an opinion
Blogger and journalist Kim Powell’s website offers commentary on the news and sexism. Funny and opinionated, Powell is never afraid to tell people what’s really on her mind, which often leads to robust debates.
“People respect you when you have a firm opinion and you’re able to back it up with credible advice and information,” said Khoo.
Don’t be afraid of causing a stir. If someone from your community leaves negative feedback, embrace it and see it as an opportunity to engage in a healthy discussion with them.
Random ramblings of a SAHM - Lifestyle/Personal category winner
Be authentic
Lori is a stay-at-home mother who blogs about a wide range of topics, from her children and home life to her depression. According to Khoo, one of the strengths of Lori’s blog is her authenticity. As a business owner, you do not necessarily need to reveal everything about your personal life, but your readers will appreciate a flash of your personality in your posts.
“Even though you might have a business blog, you shouldn’t write about dry subjects or write in a way that is too formal,” she advised.
“People like a conversational tone. They like to know the person behind the business. People want to deal with people. They don’t want to deal with organisations.”
Bothersome words - Words/Writing category winner
Don’t be afraid of lengthy analysis
Abigail Nathan is a professional editor who blogs about the very issues her clients face and the problems she often tackles in her business. In fact, some of Nathan’s blogs are quite lengthy when she analyses certain topics.
While bloggers are often conditioned to think they should keep their posts short and pithy, don’t be afraid to spend more time discussing particular issues that warrant more explanation, advised Khoo.
“The reality is that some topics require further exploration and analysis,” she said.
“As long as you are truly providing value for your readers - and not just writing for the sake of it - then don't feel hemmed in by the idea that you need to keep your posts to a just few paragraphs.”
SEE ALSO: Why your business needs content marketing
SEE ALSO: 5 common business writing mistakes
Bike EXIF - People's Choice Award
Pay attention to design
Created by Sydney-based motorcycle enthusiast Chris Hunter, Bike EXIF attracts 1.2 million viewers a month. According to Khoo, one of the highlights of the blog are the beautiful images of the motorcycles. It’s obvious Hunter is committed to the aesthetic appeal of the site.
“Your words may be great, but if you whack them up on your blog without much consideration to pictures and layout, you’re doing yourself a disservice. Pay attention to your layout, because it’ll help your readers want to come back,” she said.
