It’s the welcome to our blog, blog
We’ve had a new website for a little while now, and have been thinking about a blog for an even longer time. Blogs are really useful for a lot of reasons, including SEO, brand authority, and even just helping to keep your customers up to date.
They can be a lot of work, but we’ll share our top tips to make blog writing easier! We’ve all seen blogs that haven’t been updated in 6 months, and they look awful. And there’s no reason to let that happen. That’s the reason our blog has taken so long to get ours off the ground!
Blogging takes time to do properly. You have to find an idea, do the research, sort the planning out, procrastinate for as long as you can, before sitting down and writing it up, finding some pretty imagery, and then publishing the post. We know. We’ve been there (literally). But blogging does have a lot of benefits, and it is worth doing properly.
Well researched topics can help to increase the number of people who find your website through SEO, or search engine optimisation, as well as increasing your brand’s authority. This all happens because of the way people use the internet. It’s changed in recent years as consumers are more likely to research a way to solve a problem before admitting defeat, whereas a few years ago, consumers would be looking for contact details of someone else to resolve an issue. Google’s own webmaster rules say “Make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”.
Once someone has visited your site, they know your name, and they’ll be much easier to convert into customers. You can even use blogging as a tool to help you funnel your customers from your social media to your website, helping to increase sales or contact points. So, we thought we’d share our hints and tips for setting up a business blog:
1) Work out what sort of pictures you use, if you need to create infographics, or find or produce video content.
2) Write a list of topics that are ‘evergreen’. This means you can use them at any time, and even recycle the blog again if you have to (but try not to, or at least update the content).
3) It seems really obvious, but use your business as the basis for your blog. Talk about your services, your clients, your events. You don’t need to get too hung up in the technical details of your business.
4) Schedule your blogs. If you know you can’t manage a blog a week, post once a month. Or if you’re super organised do 2 a week. Scheduling helps to hold you accountable and makes sure you do write them!
5) Write what you know, which will help to cut down on the time you spend researching.
6) Either build a library or a list of resources that you can use to find pictures. Remember to make sure that they are either copyright free or that you have permission to use them.
7) Remember that you can link to other relevant content on your website, whether that is a previous blog or a product page, perhaps if you’re reviewing a new one. The longer someone spends on your website, the more likely it is that they’ll become a customer.
You need to be able to track the success of your blogs, so make sure that you have analytics enabled for your blog and/or website. These analytics allow you to tailor and develop your blogs to maximise the impact of your blogs. There is no point writing about how to trim a poodle if your audience actually wants to know about clipping nails of naughty dogs!
Blogs integrate really well with social channels for businesses, like Facebook, Twitter, and LinkedIn all allow you to share links to your website, or to post the blog as a native article on LinkedIn. Once you’ve shared your blog with all of your followers, you can also ask your audience to share the article on their platforms, exposing your brand to even more people.
Of course, this means that the blog has to be top-notch in terms of research and fact-checking. No one needs a retweet of #FakeNews. Think about including a name and a face for the author of each blog you post. This helps to increase the trust your audience has, as they can literally put a name to a face. It also helps if there is a team of people creating content for you, as it explains the natural differences in tone and voice.