The majority of websites have a prominent page devoted to blogging. And, understandably so. It is your opportunity to demonstrate your industry knowledge, boost your brand and give value to your target audience. There is also the potential to lure fresh customers from keywords and boost SEO.
So, if everyone is blogging (millions of people/companies daily), how can you make sure your blog is stand-out fresh?
1. Work your angle
An evocative, compelling angle is a must for your blog. It will transform a decent blog to must-read click bait. Think before you write. How are you going to help your audience? Why will they be interested in what you are writing about? What emotional thread do you plan to gently tug on? Your angle is essential and can easily be uncovered with a little tenacious research, a quality brief and experience of writing sales content.
2. Give your blog some structure
As with all good storytelling, your blog needs an introduction, a middle and a conclusion. Clear structure will keep your audience reading and help them understand exactly what you are trying to tell them.
Top tip: make sure your conclusion includes a call to action on all blogs designed to encourage inbound leads.
3. Use headings, paragraphs and white spaces
Strong headings, paragraphs and white spaces are your friends. Big, solid blocks of text (especially when writing for digital) are a massive turn-off. Readers do not have the commitment to unravel the key messages when your blog reads like a book. Keep your message punchy and easy to read with a visually appealing blog.
4. Get comfortable with keywords
Your blog has the ability to direct traffic to your company website, which in turn can convert visitors into customers. Potential customers can find your blog when it triggers keywords. For example, you enter into Google, "find me a fitness instructor in Barnet" and some clever fitness instructor in Barnet (who has written a blog including those keywords) should be in those prized page one search engine results. And page one search engine results lead to business and revenue.
5. Add regular content
Google will know that your site is active when you post regular content. Without regular content Google will not regularly crawl your site - negatively impacting its SEO. Regular content also keeps giving your target audience value (hopefully) and will attract potential custom. Post at least once a week and write a minimum of 500 words per blog. However, don't just post for the sake of it. Poor content will have the opposite effect and put potential customers off. Worse still - poor content can and will damage your company's reputation.
Top tip: don't forget to check your blog's readability.
If you struggle to create regular, fresh blog posts - I can help. A 500-800 word blog post costs less than you think. Using a professional copywriter ensures your brand image is consistent, your keywords are organic and your content is what your target audience are looking for.
For a quote or any advice - please get in touch.
I love writing, but writing isn't just words. It is the ability to stir feelings, spread your message and unite people.