Three Tools for Writing Helpful Logistics Blog Posts

Does your logistics website have a blog?  If so, what’s the date of the latest entry? If it’s so old you’re embarrassed, you’re not alone. Lots of logistics companies have big ideas for their company blog, and sooner rather than later, those ideas fizzle out. And the longer you go without writing a new post, the more embarrassed you feel. It’s kind of paralyzing isn’t it?


Writing often is.


Were you the type of high school or college student who waited until the last minute to write that 5000-word research paper due the next day? Don’t feel bad because you are in the majority. Most people do not race to the desk for another bout of writing. Most people avoid writing. And there’s a reason for that–it’s the unknown.


Listen–if you’re not going to post new blog articles, you should get rid of the blog completely because there’s nothing that screams dusty old website more than a couple of old blog posts. 


But if you want to give it another go, it doesn’t have to be so hard. I’m going to keep it really simple here because the truth is you can run a google search on writing a blog post and you’ll get loads of great information. You’ll find 5, 10, and 15 step plans for every kind of blog you want to write. 


But today I am going to share with you the three tools I use every single time I write a blog post.  


The List


In my opinion, pre-writing is the most important thing you can do. What do I mean by pre-writing? I mean come up with as many blog topics as you can, so you will never have to spend time trying to figure out what to write about. Yes, I’m talking about a little directed brainstorming.


First of all write down every problem you help customers solve. I am talking about their pain points. You want your blog to be customer-centric, so the first step is really considering your customers’ biggest problems.


Second, what do your customers want or need to know? For example, they might want to know how you come up with rates or your on-time delivery percentage. They might want to know how you find drivers or if you need drivers. Ask yourself this question over and over–what do my customers need or want to know–until you have a large list to choose from.


While you want your blog to provide relevant information for your customers, you also want to create a relationship with them. The best way to do that is to introduce them to your company on a personal level.  You could do an introduction to everyone who works in your office. You could do book reviews or recommendations, holiday gift guides, a recap of office gatherings, spotlights on any community events you support. The goal here is to foster connection.


If you brainstorm these three lists, you should have enough blog post ideas to keep you going for months if not years. I go to my list every time I write a blog post. The list is the gift that keeps on giving.  


So writing. Like I said, pre-writing is the most important step. But what do you do now that you have picked a topic?




Every time I sit down to write a blog post, I pick a person–a customer I know–and I write directly to that person. When I do that, I’m cultivating empathy. And after pre-writing, cultivating empathy is the most important tool in writing a blog for your company website.


What is empathy? Simply put empathy is the ability to understand and share the feelings of another person. And if you want to write blog posts that people will read, you must write with empathy. That’s why you imagine you are writing to someone you know and like. 


Ann Handley, in her brilliant, must-read book about content writing, Everybody Writes, explains that “empathy for the customer experience should be at the root of all your content because having a sense of the people you are writing for and a deep understanding of their problems is key to honing your skill.”  She further asserts “content created merely to further a search engine is a waste of time and effort” because what matters is “creating useful content that solves customer problems, shoulders their burdens, eases their pain, enriches their lives.”


A Proofreader.


Find someone you trust, someone with great grammar skills, to read your blog articles before you post them. It’s so easy to make mistakes, typos, and grammatical errors. And take it from me, it’s hard to find these errors yourself. You need a proofreader because you don’t want to post messy, inaccurate, or chock-full-of errors articles.


So there you have it.


If you use these three tools every time you sit down to write a blog post, you will be on your way to regular writing. Remember, you need a list, a little empathy, and a great proofreader. 


Writing isn’t as hard as we think it is. And as in all things, practice, practice, practice will make it better.