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Are You Still Blogging on Your Utility’s Website?

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In the world of electronic communications, things move fast. What’s hot one day is out of favor the next.

Case in point: blogging.

A couple years ago, blogging was in vogue with seemingly everyone (businesses and individuals) committing to posts about whatever was on their minds.

Fast forward to today and while blogs still exist and can be popular, they don’t draw much attention. Things like podcasts – which essentially are oral blogs – are more the rage.

But that doesn’t mean you should abandon any utility website blogs you offer.

The main reason for that is blogging is a perfect way to impart information in bite-sized chunks, while entirely controlling your message. A press release is nice, but once it’s out of your hands, the media will pick and choose the information it wants, while also rewriting it.

For your blog to be effective, a few things have to happen.

  1. Write on a regular basis. If you do a blog, commit to it and build and audience. That requires a couple posts a week.
  2. Adopt a casual writing style. No, you don’t want to be writing like a texting teen, but keep the discussion light, avoid industry jargon/technical terms and make things readable.
  3. Write about a variety of topics and mix them up. Consumer posts are always good, as are notes about interesting employees. You can even include safe posts that really don’t apply to your utility – wishing everyone a safe and happy Fourth of July, for example.
  4. Avoid controversy. Never talk about politics or anything edgy. If you think it might offend someone’s grandma, don’t run it.
  5. Keep your posts short. Shoot for 300 to 500 words for most posts. Of course, sometimes an 80-word post is just fine, as is one that’s 600 words.
  6. Promote the blog on your social media channels.
  7. Include photos and illustrations, if possible, so there’s more than just gray text.

Remember that a blog is another way of reaching your customers. The more avenues of communication you have, the better. And given that you have total control over the material a blog contains, it’s a chance to have a bit of fun while also providing valuable information.

Andy Gotlieb's picture

Thank Andy for the Post!

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Discussions

Matt Chester's picture
Matt Chester on Sep 12, 2019 9:20 pm GMT

Adopt a casual writing style. No, you don’t want to be writing like a texting teen, but keep the discussion light, avoid industry jargon/technical terms and make things readable.

At the same time, I would think these blogs would be a great opportunity to (lightly) educate readers on complex topics, energy literacy is a helpful thing to spread!

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