Ben Leftwich | March 7, 2016

Give your blog personality: have an opinion

Most company blogs suck.

Everyone is so worried about offending that they never actually proffer a real perspective. The result: they end up with a boring blog.

Please don’t be like that.

You’re a real person with real thoughts/dreams/aspirations, so write like one. Don’t write like you’re putting together the Middle East peace accord. That writing has a time and a place, and it’s not on your company blog. Pay your lawyer $500 an hour to write that boring – even they would admit it’s boring – language. You should be wondering: what’s my perspective on this topic? Is it good, bad, too soon to tell?

Now I realise that most blogs need to go through 15 layers of review, editing, and the rest of it all before the publish button is even hit. That typically works as well as designing a horse by committee. Bypass this bureaucracy as much as you can and ask forgiveness later.

Look, neutral opinions are great in lots of writing – investigative journalism for example – but bland, emotionless writing doesn’t help your brand.

If you want to be the 100th person to post 100 SEO Tips for a Small Business then go for it, but nobody will care, mostly because you’re 15 years too late. And Moz already did it better.

Instead, write about a topic you care about and can offer an opinion. If you don’t have an opinion yet, you don’t know enough about the topic.

Sure, it’s scary taking a stand. When you’re neutral, people can’t disagree too much with you or hate you too much (look, it’s still the internet: someone is going to hate what you think no matter what). Blogs aren’t for the timid. They’re for those who want to take a stand. That stand doesn’t have to be combative in tone, but you have to care. If you don’t care it comes across in your writing.

So next time you’re brainstorming blog ideas think about what ticks you off, fills you with joy, or made you think about the world in a new way, and write about that. If you care, your audience will too, and if they don’t, find a new audience.

Ben Leftwich

Account Director