A professional blog and a personal blog they are two completely different media or they are bound by common? Today, the line between these two forms of blogging is sometimes very blurred, more and more amateurs choosing to monetize their blog.
I have had the opportunity to manage these two types of blogs during my life and in this article, I suggest you discuss the differences in approach between professional blog and personal blog!
1. The professional blog, a little different motivation
The amateur blogger often opens his blog out of a desire to share, to discuss one of his passions. Having a professional blog doesn’t stop you from being passionate… but there are often other goals.
The interest of a blog for SEO
Many professionals, especially in e-commerce, do not like to have text on their site : they want us to see their products, that we only see that if possible… and that the visitor buys! Put some text, “this will break the layout” as one client told me.
However, search engines like Google need text to “work”, to understand what your site is about. It is therefore often recommended to develop not only the text content on the pages (put a description for each product category, etc.)… but also to open a blog.
The added value of a professional blog for an e-commerce site is no longer to be demonstrated: by regularly publishing articles, we enrich the text content but we also create a regularity in the updates, which pushes Google and its friends. to come back to the site.
This is one of the (many) levers that can be operated to improve SEO while providing real added value to (human) visitors to the site.
People who start their businesses are often passionate about their subject. They are proud of their profession… and they want to share this pride, to showcase their expertise to readers who will want to work with them.
Like an amateur blogger, in the end, with the only difference that they also have a commercial objective behind them. The blog becomes a means of communicating its values, its tone… and this emotional dimension can play on the memorization of your brand and the loyalty of visitors .
2. Different choices in terms of editorial line
On an amateur blog, there is a priori no limits as to the subjects that you choose to tackle . Everyone decides on the perimeter of their blog, the famous editorial line … but nothing would prevent us from leaving it punctually if we wanted to talk about something else.
On a professional blog, we write with the product or service being sold in mind . Most of the time, the sale does not take place on the blog itself but on the site associated with it… but it does exist! And that changes whatever we say about the way of blogging.
Write to sell without being a salesperson
Contrary to what we sometimes imagine, a professional blog is not necessarily “openly commercial”.
Even if you write to sell a product or a service, you increasingly abandon an overly commercial approach that annoys everyone and offer more advice.
For example, when I was writing for the blog of a decoration store, it had no interest to describe a table from their catalog in a blog article. Conversely, propose an article of “Tips for a welcoming dining room” in which we included the famous table, yes!
But we write all the same keeping in mind the purpose, which is to convince the reader that he must buy from THIS professional and not from the neighbor. Because he knows his subject, because he sends a nice image, because we understand what his products or services are for …
As such, the professional must always think of including a call-to-action in his articles to push the visitor to action.
On a personal blog, these constraints do not exist but there is still one point in common: you have to offer added value to readers. At a time when there are a host of blogs, we can no longer be content to be “average” if we want to emerge … and that sometimes becomes a source of pressure for amateur bloggers.
Have traffic vs. have leads
This is another difference between a personal blog and a professional blog: a professional blog is not just about attracting traffic, it wants to attract qualified traffic . Better to have 50 visitors who will ultimately become customers than 10,000 visitors who will never cross this milestone!
I am very often confronted with business blogs that work quite well, receive a lot of traffic (sometimes even more than the company site itself!)… But where no one cares to measure “business” results. from the blog. It is linked to a misconception: that it is impossible to measure the impact of content .
In order for a professional blog to attract qualified traffic, it often starts with determining which keywords are relevant to the business. Depending on its development strategy (which products / services does it want to highlight?), Its competitors, its expertise in the market, tools are used to target interesting keywords , on which the company can hope to be more visible on Google … and we will decline its editorial content accordingly to explore the entire “semantic field” linked to these keywords.
For small businesses in particular, this approach creates a base of highly targeted and relevant content . Large companies, which already have a good reputation, can more easily develop much more creative content in addition because their primary objective is no longer to “make themselves known”.
Since an amateur blogger has nothing to sell, his traffic can afford to be less qualified. The only time when a lack of targeting can become awkward is when you realize that you are not retaining your readership because of an editorial line that is too broad.
3. Mastery of the subject
A professional web copywriter may be called upon to write on subjects he knows absolutely nothing about! How does he do it?
Quite simply by carrying out rigorous research, by quickly appropriating sometimes specialized subjects and then popularizing them. He must be able to convey genuine enthusiasm in the way he writes, even if he is not passionate about the subject. It is above all these capabilities that a customer buys, not their initial knowledge of their subject .
It’s quite a different exercise from writing for a personal blog, letting yourself be guided by your own questions and interests.
However, more and more often the boundaries are blurred : a personal blog can be maintained by a person who has a high level of expertise; a company can choose to hire a writer specializing in its subject, or even hire someone who has an in-depth knowledge of the sector; professionals keep personal blogs in their spare time (I do); amateur bloggers transform their personal blog into a professional blog …
4. Sharing vs. the fear of saying too much
I often hear amateur bloggers say that they are motivated by the desire to share. Conversely, among professionals, I have often encountered the fear of sharing : “if we say too much on our blog, no one will contact us to work with us”. I believe that this worry is not really relevant in the age of “infobesity” .
Most of the information on a great many topics already exists somewhere on the web. If a client wanted to do the job himself, he would undoubtedly have all the resources at his disposal for it! If we take the example of blogging, there are now a thousand tutorials to do everything yourself. We still find customers because …
- We have expertise – It is not the same thing to “peck” tutorials from right to left and to have expertise on a subject. Expertise makes it possible to have an overview, to anticipate errors, not to limit oneself to “the execution of a recipe” by following instructions but also and above all to make strategy.
- It’s our job – The client often has a core business that does not consist of blogging. He does not necessarily know how to write in an accessible style or follow good SEO practices.
- It takes time – Familiarizing yourself with topics like blogging, web writing or SEO takes time… and a professional cannot necessarily find time slots for that.
I mentioned on the blog the fact that you should not be afraid of free advice , they do not compete with a paid service provided you know how to set the right limits!
Personal blog, professional blog: so different?
A professional blog and an amateur blog can hide the same passion for its subject and the same desire to bring added value to visitors … but I still find that they remain two very different approaches to web writing, in part because that the spontaneity of the professional blog is always nuanced by the need to seduce a targeted audience and help them to engage in a commercial approach.
For the amateur, the strategy is a choice : we are always free to worry (or not) about referencing, statistics, free to establish (or not) an editorial calendar, a precise organization… For the professional, ask on the contrary, all these questions are essential to avoid investing time and money in a support that does not benefit the company.