Business Blogging: What ‘voice’ should you use?

October 30, 2013

In the last bcm blog, we discussed the ways that you can stand-out when blogging as an individual in the online business-sphere. Following on from that, this week we’ve discovered three helpful tips for any new business bloggers creating the online personas of their company.


It’s a well-known fact that B2B messaging needs to stand out, but when you’re blogging as a business what tone of voice should you adopt? You want to be respected but approachable, knowledgeable but still seen as humans behind the computer screen.

Here are bcm’s top tips:

Dedicated Editors: This will depend on the size of your business, but the more people you have contributing towards the blog the more you will be able to share your combined knowledge and offer an interesting read. To make it easier to maintain the tone however only one or two people should be responsible for editing and posting the blogs.

Put your own spin on trending topics: Although we all want to provide original and groundbreaking ideas, it can be difficult to come up with exciting content week after week. Considering the amount of information the internet has to offer, there is a lot of merit in retelling stories in your own words, whilst making them interesting and relevant to your target audience.

Stay casual: By considering the distance you wish to maintain between yourself and your audience will help develop your communication. Depending on your business this might not apply, but most companies will do well to build their online presence with a casual voice and style.

Anna Ritchie of Content Marketing Institute, said: “Your social sites shouldn’t serve as an extension of your company voice; they should give you a chance to connect with your audience on a more intimate level.”


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