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Why you don’t need to write technical blogs to be effective

When it comes to creating and maintaining a company blog, a common misconception is that the articles have to be technical to work.

But this isn’t the case.

While highly-technical blogs may work for some industries and topics, in many cases the most engaging blog posts are the ones that everyday readers can relate to.

That means the most effective blog posts are usually the ones that are tailored to an audience, employ simple language and seek to help the readers in some way.

If you’re thinking about starting a company blog or want to refine your current approach to blog posts, here are a few things to consider.

Write for your audience

It sounds basic, but you’d be surprised how many businesses don’t stop to consider who they are writing for.

Some assume knowledge not necessarily possessed by the reader, and some assume interest in technical specifics that might not exist.

And sometimes business blogs get caught up in wanting to impress their readers.

The problem is, although readers may very well be dazzled by the depth of your technical knowledge, if you don’t engage your audience or achieve your goals you’ve squandered a marketing opportunity.

Be sure to tailor your blog topics to your audience’s needs so you can create genuine value and encourage them to keep coming back for more.

When you create good content, it makes for a powerful addition to your marketing activities.

Answer a question

Most people want an answer to a question or find a solution to a problem.

Often the most successful company blogs are not thought leadership or highly-technical pieces, they are the ones that simply answer the questions many people have.

What questions do you get asked regularly by customers? What is a misconception about what you do? Now blog about that.

This approach will not only help you to rank higher in search engines but in the process, you’ll establish yourself as an expert in your field.

Why you don’t need to write technical blogs to be effective

Tap into different stages of the buying cycle

Articles or blog posts are most effective when they play to the different stages of the customer buying cycle.

The first stage is awareness; where the client recognises they have a need but doesn’t know how to address it. If customers are continually approaching you with specific needs, address them in a blog post.

The next stage is research; where the customer has become interested in purchasing an item or using a service and is now online comparing what’s on offer. At this stage, it’s not about your technical know-how, it’s about how you want your customer to feel about your brand.

Consideration is the stage where the potential buyer or client is looking for specific information. They will be looking for detailed description, quality photography or video demonstrations – all of which can be captured nicely in a blog entry.

If you’ve got a best-selling product or service, why not talk about it in depth in a dedicated blog post? It’ll not only give your potential customers a detailed insight into its key features, it may also cement your product or service as a preferred choice.

The last stage of the buying cycle is the actual purchase. It’s about nailing the sale and getting bogged down in technical detail has no place here.

Non-technical blogs also play an important part in retention. If your blog focuses on building a sense of reliability and usefulness rather than technical detail, clients will continue to come back.

Keep it simple

Consider this: blog headlines that are non-technical often perform better in searches because they mirror exactly what people type into search engines.

Search aside, always remember that the aim of a company blog is to communicate – and the most effective communication employs simple, non-technical language.

Need help with a blogging strategy or production?

At Assemblo, we help businesses and brands to create and maintain regular blogs.

If you’d like to explore how articles or blog posts can support your business objectives, get in touch.

Call (03) 9079 2555 or fill in the contact form below.

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