Online content in the form of blogs should be a regular part of any brand’s marketing strategy. Not only does it help to build a brand’s reputation, but it also provides a vital element within an SEO strategy to ensure your brand is being found higher within search engine rankings. Blogs can also help you demonstrate your expertise and knowledge within your industry.
The thing is, as important as blogs are, many people still freeze when it comes to writing them. Whether it’s choosing a topic, or not knowing where to start, these tips should hopefully give you some things to consider when it comes to writing a blog from scratch.
What should you write about?
For many, deciding what to write is the hardest part of blog writing. When writing for your business, there are many topics that you could cover. Some possible topics you could write about are day-to-day news in business, insights into products or services you offer, practical tips and advice, celebrating work you have done for clients or comments on issues or trends in your industry. Remember that topics that may be trivial to you, could be seen as news to those outside your business and industry. For this reason, try to not overlook things, just because they’re not particularly interesting or exciting to you.
Plan your blog
Before writing a single word, plan what you are going to be discussing.
Jot down some ideas of key ideas you want to get across within your blog. Do any fit closely together, that could be combined together? How many ideas are you trying to get across?
We always recommend a blog should be a minimum of 500 words, but there may be blogs that require more explanation that could be longer form blogs.
If you are finding it hard to start the introduction to your blog, write the main content first, and revisit it once you have finished.
One of the key things to remember when writing is to think about your audience. If you’ve written a blog that is written for experts in a field, you need to convey your level of knowledge in the subject. writing on the same topic for novices, however, would mean changing the piece to explain any complex terms and remove jargon.
There are definitely benefits to sharing tips or practical advice, as it shows your knowledge and expertise in those areas, but it also builds trust with those who read it as you are willing to provide some advice for free.
Getting the most from your Blog
As well as your audience gaining something from your blog, you also do. Writing blogs regularly can help with your Search Engine Optimisation (or SEO) which improves your position on Google. However, there are things you need to do to ensure you get the best of this.
The first is linked to your planning and what you write about. You want to make sure you have a keyword or phrase that you want to be found for on search engines. You should make sure this is included in your title, and in at least one header, as well as mentioned through the blog itself, but not too much. Still write naturally rather than stuff your keyword in at every chance.
You also need to add subheadings. Not only do they break up the text into sections for the reader, but the subheadings are also a chance to add importance to your keyword.
Images are another key component to help break up the text. When adding images to your blog, include ALT text to your images to describe your image to Google. Adding your keyword to the ALT tag is also important to help your SEO. But do be careful as the descriptions in the ALT help those who are visually impaired understand the image when using a screen-reader to browse the web.
You should also add your Meta description to your post. If you are using a WordPress site, you can use plugins such as Yoast, to customise your meta description at the bottom of your post, as well as your SEO Title.
Get it checked
Just like with any piece of text for marketing or otherwise, it is best to check over your blog once you have written it to correct any errors. Having a second person to check and read over it also helps as they can provide an outside point of view to the blog.
You can also use online apps such as Grammarly and Hemmingway App to check your spelling. Use these carefully though, as they are not always spot on.
Blogs are a key piece to any online content marketing plan. They serve to showcase your brand not only on your website but across other platforms, such as social and email marketing and as part of email newsletters, showcasing your knowledge to a wider audience. It is important to give time to plan and write your blogs to get the best results and convey the image you want your clients and customers to see of your brand.
For any advice about getting the most out of your blogs, do get in touch on 01522 708855 or email email@example.com