Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Are You Well-Versed in Business Blogging Etiquette?

Are You Well-Versed in Business Blogging Etiquette? Blog Feature

February 27th, 2014 min read

Are_You_Well-Versed_in_Business_Blogging_EtiquetteWhile many businesses have adopted a less buttoned-up approach to interactions and endeavors, manners still matter.

Much like placing your napkin on your lap, or avoiding talk of politics at a cocktail party, proper etiquette should play a prominent role in your business blogging efforts. 

If we keep trucking down the path we're on, it will only be a matter of time until we're all justifying sweatpants as real pants and Facebook shout outs as the proper way to wish a friend a happy birthday. Scary, isn't it?

So before we all lose sight of common courtesy as a whole, I think it's about time that we dust off that old, antiquated guide to etiquette

It's time that we start treating our audience with a bit more consideration. In a competitive marketplace, businesses who follow these 5 business blogging etiquette rules will be the ones who get noticed.

Write For Your Audience, Not Yourself

Ease_Blog_Topic_Brainstorming_With_These_5_Resources

If you're writing self-serving content, be prepared for it to flop. 

Many times I find that I talk myself out of potential blog topics that seem "too introductory", I mean, I know the answer, so everyone else must know it too, right?

Wrong.

Business blogging isn't so much what you feel like writing about that day, but rather it's more about what you audience wants to read. 

But how do you uncover what it is that your audience wants to read? Research.

Q&A sites like Yahoo Answers, Google Trends, and even your social media platforms have proven their ability to connect bloggers to relevant topics time and time again, so consider looking into one of them before your next post. 

While we're on the subject of writing for your audience, be sure to avoid over complicated industry jargon. Contrary to popular belief it won't make you sound smarter, it will just confuse your audience and persuade them to seek information elsewhere (Please! No. Don't go!)

Don't Overlink 

Screen_Shot_2014-02-26_at_2.07.09_PM

Don't get me wrong, sprinkling your content with relevant links is a vital part of the blog optimization process.

Linking back to older posts will help you to drive your point home, while driving people back to posts that could use the traffic. Links that contain keywords will help you improve your search rank, and they help Google crawl your site. However, sometimes too much of a good thing becomes a bad thing.

You want your internal links to be relevant, and serve a greater purpose. Linking every other word for no rhyme or reason will not just disrupt your writing, but it won't settle well with your reader.

When readers click on links, it's likely that they're looking for clarification and more information. If the link directs them to an irrelevant blog post, they're going to feel mislead and perhaps lose trust in your business. 

Additionally, be sure that any links you insert are set to open in their own tab or window. Links that redirect within the same window will steer traffic away from the blog post at hand before they even finish reading. 

Respond to Comments

Screen_Shot_2014-02-26_at_1.56.54_PM

Every time I receive a positive blog comment, I take a moment to enjoy the fruits of my labor. The fact that my message evoked a positive reaction from someone else is rewarding for sure, but how about a negative one?

Rather than pout about it, I've started to take negative blog comments with stride. After all, any feedback is good feedback, and each negative comment I receive can be used to inform and improve my future posts, right?

The point is, whether it's good, bad, or ugly, blog comments shouldn't go unanswered. 

Whoever these commenters may be, they're the ones responsible for driving your blog traffic every month and they deserve some recognition. 

If they've presented you with a question, answer it. This simple gesture will help to position you and your business as both credible and authoritative. 

If you're wrong, admit your wrong. If you're unsure of what they mean, ask for clarification. Use their name and speak in a language that they understand. It's really that simple. 

Give Credit Where Credit is Due

Screen_Shot_2014-02-26_at_2.14.28_PM

Plagiarism is a slippery slope. If you're going to reference someone else's work within your own, be our guest, but don't forget to give them the accreditation they rightfully deserve.

If you use a statistic you found on someone else's blog, attach a link back to the article in which you found it. Not only is this proper etiquette, but it helps to provide a path for readers who may be looking for more information that aligns with that particular statistic. 

Additionally, including a link back to the original source will also help to improve the credibility of a stat or quote. I don't care how compelling a statistic is, if I can't find a source, I'm not going to risk misinforming my audience. 

The same can be said for photo usage. If you're looking for someone to empathize with about the trials and tribulations of finding high-quality images for your blog posts, you're barking up the right tree.

Just because an photo turns up in Google images doesn't make it fair game. In fact, unless an image or website clearly states that you have the right to use their images without the need to pay royalties or a licensing fee, don't even go there. 

Even when you use images from a royalty-free site, make sure that you include a link back to the original source. 

Break Up Your Copy

Screen_Shot_2014-02-26_at_2.01.12_PM

Nobody sits down to a blog post and expects to read a 500 page novel, it just doesn't work that way. The format of your blog posts, like the content, should align with your audience's behavior and interests. 

Keep it simple. While you want to be sure that you're providing as much value as possible, lengthy blog posts are being trampled by the demand for more digestible, to-the-point content

Tightening up your content doesn't mean getting rid of important details, but simply finding the best possible way to present your information to ensure that people will actually read it. This means using bulleted lists to break up bulky information, and rereading your work a time or two to uncover places where you could insert a break.

Delete the fluff, keep the good stuff. 

Photo Credit

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE