Writing regular blogs for business websites can be daunting. What to write, how many words, how often and whether it’s worth adding images and infographics – all must be considered.
There are so many considerations when you already have plenty on your plate.
Well think of your website content as a huge, important cog. You know… the kind that controls many other things.
It helps to drive smaller cogs – like your social media accounts, company newsletters and even sales emails. It keeps your existing customers informed and engaged.
Good content can be used on many levels.
But there’s no quick fix. You need to be consistent and regular. You need to keep that content cog well oiled.
You get the picture. Maintain a steady flow of blogs and other aspects of your overall marketing strategy will slot into place.
The BIG question: how do you create relevant, interesting and quality blogs?
It’s not rocket science (thankfully, as most of us would be snookered if it was) but it does involve some planning, commitment and persistence.
So here are 7 tips to give your business blog an edge:
1 – Write from the heart
You run a business, you manage people and you promote yourself to the world. You should be uber-professional, corporate even?
Not necessarily, as people often want to know about the real you. They want to know who they are dealing with. Write as though you’re chatting to an established client, someone you have already developed a great understanding with. Have an online cuppa with them.
Readers love seeing someone passionate about their product and services, so imagine you’re explaining what you do to friends in the pub. Now write those words.
2 – Don’t go SEO crazy
That’s Search Engine Optimisation, or how your words are found by others when they search for topics on the Internet. The temptation is to pack your article with key words and phrases to make sure you trap everyone in your net.
That really can work against you.
Get those important references into the opening paragraphs, as you would with an executive summary when you write a report. Then let the words flow, naturally. The major search engines are complex beasts these days, and they hunt out authentic, well-written words that tell a story.
So tell yours. Be yourself. Fly your business flag with your heart on your sleeve.
3 – Create titles that lure readers in
That sounds obvious, but with so much information whooshing around the Internet it’s easy for people to skip past articles that don’t grab their attention. So it’s worth giving your title some thought, maybe putting it aside. If that perfect headline still eludes you, sleep on it.
It’s also worth noting that sensationalist OTT tabloid-style headers might also flop. When readers click through and realise that your content is not quite what you claimed they will soon quit the page. Worse still, they might avoid future articles. So don’t exaggerate and run the risk of losing trust.
4 – Steady on, Shakespeare!
There is no golden rule that dictates how much you should write. However, as with most things in life there’s a happy medium that you should aim for.
Posting a quick 200 words will let readers know that you’re active, but there won’t be much meat on the bones. If you need to issue a quick update, stick to Twitter and Facebook.
Think about your own online experiences. How long do you spend reading blog posts? Most people devote five or six minutes to an item (over a coffee break, for example). Beyond that, attention drifts.
So pitch your article somewhere between 500 and 1200 words. That’s plenty of room to convey some interesting information that will keep your readers up to date. You will give visitors to your site real value.
5 – Don’t rush; get it right
When you finish writing take a moment to reflect upon your article. Does it make sense, and does it convey newsworthy topics about you and your company?
Check that there are no typos, make sure that the photos are well positioned, and test any links to other sites. Never rush an article. What you post online is how potential clients see your company. Give it a personal edge, but keep it polished.
6 – Always recycle
Everyone knows how important recycling is. We all want to be green. The same applies to blogging. Make sure that the blog you create is relevant and, where possible, timeless.
Producing evergreen content means that you can use it many times. You get increased value from one piece of writing. Post links to your article on social media at different times of the day, and on different days of the week. If it’s still relevant, highlight it the following month.
Oh, and use different images to accompany those links, and reference different aspects of your article each time. Give readers a reason to click through to your blog.
7 – What next?
Okay, so you have written a decent article. You like it and it looks great. You have definitely given value and passed on some important information about your company. That’s job done, isn’t it?
Maybe, but you’re missing an opportunity. Without being too pushy there’s no harm giving your readers additional options. End your blog with a call to action.
Encourage readers to sign up to your newsletter if they’d like regular updates delivered to their inbox. Tell them about your fabulous Twitter and Facebook accounts. And as you have so much you’d love to tell them, offer your phone number should they want to find out more.
Just give visitors to your blog options and don’t waste a great opportunity to keep potential customers engaged.
So there you have it. Get to it. Start writing!
If you can’t – CALL ME!
That’s what I’m here for. This is my call to action.
Seriously, if you struggle for time, need a little help getting your thoughts on paper (well, on screen), or want someone to represent your company with blog posts, edits to pages you have already created, produce news items, press releases or newsletters – GET IN TOUCH.
Let’s have a chat, meet up, and see what can be achieved with a few well-chosen words…
Email: firstname.lastname@example.org / Call: 07486-683626