You can get away with informality in business blogging, and in fact, it’s to be encouraged – you want people to know that behind your shiny, professional website lie real humans. People prefer to do business with real humans rather than faceless corporate entities.
Even better, they want to do business with people that they actually like, and there’s no better way to get someone to like you than by making them laugh.
But there’s a balancing act involved, because you don’t want to come across as unprofessional, and you certainly don’t want to offend anyone.
This post offers some concrete tips for achieving this balance, and reminds all of us that – when done well - it certainly doesn’t hurt to make your readers spit their coffee out over their keyboard.
Content marketing is about drawing people in. Being more likeable, more human, making people feel good, are all great tools to use when starting a business blog. And the blog format is just informal enough that even the stuffiest law firm or diplomatic para-legal site could offer up some gaffs, occasionally.