Over the last couple of years, blogging has become useful not only for social networking and interaction, but also for businesses.  Blogs create another way in which to speak to your prospects.  To share information, at no cost to them save the time it takes to read each post.  That said, posts should not be novel-length, but rather succinct, without sacrificing ease of reading.  Redundancy is not a good quality; readers will zone out or stop reading altogether if your blogs discuss the same thing, in the same manner, time after time.

A blog post needs to speak to its reader.  If I’m writing a blog about candy apples, and post “Through proper application of heat, the caramel bonds to the skin of the apple, thus holding it in place to deliver to the tastebuds of its eater an experience both sweet and tart, combining to form a delicate and unique experience,” I’ve probably lost my readership during the first phrase.  A stronger sentence would be, “The sweetness of the caramel and the tart apple, when combined, are delicious.”  If you’re trying to express the taste of the dessert, saying it’s heated doesn’t matter unless you’re writing about creme broulee (the flavor changes because of the heat).  The voice of a successful blog is conversational.

Industry terms should always be explained in layman’s terms, though not as if you’re explaining things to a five year old.  Your prospects are smart…but they may not know all of the industry lingo, and you don’t want to drive them away by loading your blog with large “impressive” words.  One way that you can be sure that your blog is geared toward interesting your prospects is by working through an internet marketing agency.  Worried about creative control?  Your blog management campaign ought to include your input.  If you feel your ideas are being ignored, chances are you’re not with the right agency.