The A-2-Z of business blog writing: B is for Bullsh*t

angrybull 2Although business blogs are entitled to be opinion pieces rather than straight, hard reportage, when it comes down to the crunch, your opinion – no matter how much of an expert you are – by itself, usually isn’t enough.

After all, despite the informality and intimacy of the blog culture, if you want to be credible in a business context to your readers, you want to make sure that what you write isn’t hot air, yes? And unless you are a very well recognised expert in your field, this needs to be backed up – or it could be seen as bullsh*t.

And come on … don’t you agree that there are far, far too many business blog posts floating around in the cyber-wilderness which are utter, unmitigated bullsh*t? If you don’t know what I’m talking about, just check your junk mail folder. So you can’t blame readers (and your potential customers) for being a little sceptical about what you say, unless you can back it up powerfully. The answer?

Combine these two magic ingredients

One: fact-checked information. This is your key bullsh*t deterrent. Don’t assume, and don’t paraphrase unless you know the topic very, very well. It may take a little time but hey – in the current climate your business blog is becoming increasingly valuable as a pivotal marketing tool for your entire business. So it’s worth spending time on it. And soon you’ll get used to searching for facts and figures on Google with clarity and accuracy – check out this article if you want some more detailed help with how to do that without falling victim to inaccurate information.

Two: your opinion, slant, take, view, whatever you call it, based on this fact-checked information. This is not an ego trip or bragging: it’s what makes your blog post unique, even though hundreds or even thousands of other people may have written about the same topic. And it’s what your customers / clients, prospects and other readers will value because it’s unique to you, whom they like and trust. Don’t undervalue your opinions on business topics related to your own business: you matter, and what you think and say matter, too. Be bold, on the strength of accurate information and informed, clear vision.

Why so many bullsh*t business blog posts still hang around

Once again, take a look in your junk folder. Personally I think some of these bullsh*tty sites keep going  because they haven’t been chopped yet by the effects of  Google Panda and its babies, Google Penguin, or even the brand new Google Hummingbird which promises to favor niches sites … yee hah! Good news for us SMEs. I hope.

blogging,writing,blog writing,business,newsletter,,How To Write Better,Suzan St MaurHowever business blogging bullsh*t is likely to continue lurking, perhaps under more sophisticated guises, but nonetheless far into the future.

Don’t let your business blog fall into that unpleasant and unprofitable trap.

While you’re here, don’t forget to stop by my Bookshop…books and eBooks to help you write better – and to give to friends and family…





  1. Having been around a year or two (started my first “real” website in 2002), I can tell you there is a LOT of marketing BS out there. There are only a handful of blogs and people I follow in the marketing world, because they have proved to me over a VERY long time they are trustworthy. Can’t tell you how many people I’ve seen pop up over the years that think they know what they’re doing. Hopefully the days of “submit your site to search engines” is over, but there’s always some new shortcut. Sadly, those just don’t exist, and the only thing that works over a long period of time is hard work.

    Great article!

    • Thanks Kara – great to hear from you. Yes, the high number of poor-quality, “me-too” business blogs is depressing. I must say I admire Google for attempting to stamp out the worst of the garbage … but they still have a long way to go!

  2. Yeah but what you may think is BS is someone else’s gold and maybe a writers evolving journey…BS in blogging to me are the pure SEO written spammy ones that people usually get folk from India or some other far flung poorer country to write for peanuts…as for genuine people having a go…I am all up for that without judging them,,, my very first blog posts were BS according to me and badly written but practice improved me and it continues to do so….