So you’ve finally made the decision to write some regular content for your website. You don’t know where you’re going to find the time to do it and you’ve no idea what you’re going to write about but the important thing is, you’re going to do it… the only thing is, you made that decision 3 months ago and you’ve yet to publish your first piece. Sound familiar…? Then here’s some handy blogging tips to help you on your way.
Figuring out what to write about
This is the first and biggest stumbling block. There you are, allocating a couple of hours in your diary to writing your first piece – only when you come to sit down, your mind is as blank as the screen in front of you… so what should you write about?
A good idea is to make a note during the week of any great articles you read which you think might help or influence the topic of your blog post / article. Here at businesshands – we keep a notepad file in a shared location and copy and paste the URL of any good articles into it, to review when we come to writing our own.
We’ll also write down any ideas we have during the week, no matter how random so that when it comes to the time for writing – there’s plenty of material to kick start the writing process
Be consistent – diarise your writing time
The time you can dedicate to blogging will obviously depend on your resources but it’s vital to make a commitment to blog consistently – whether that be once a month or once a week. Set reoccurring appointments in your diary and honour them as you would any other business activity.
Think of the bigger picture before you start to write
One of the great bonuses of writing regular content is that it can help with your website optimisation. That means it can improve the chances of your website showing up on the first page of Google when people search for a particular search term. Your job is to think about what those search terms might be so that you can begin to include them in your posts going forward.
Think beyond the type of company you are (i.e accountant London) and think instead of the problems you solve – for example “how to fill in a tax return”. You might want to make that a blog in it’s own right or at least have the word tax return within an article a number of times.
The truth is, if you start to think about the problems that your target audience is facing – you can build a content strategy entirely around this and that means you’ll struggle less on a weekly basis to figure out a topic for your post.
Understand the overall objective
Apart from website optimisation, the main reason for producing content is to increase the number of visitors to your website, which in turn you hope will increase enquiries and drive sales. With that in mind, simply placing a blog post on your website and waiting for someone to pop along and take a look is not a good strategy – you’ll need to promote your article or blog post. This can be done through social media, pay-per-click campaigns, email marketing and a range of other products and services. The goal is to ensure as many relevant people as possible click on the link to your content and visit your website.
But don’t fall into the trap of thinking the journey is over when a person visits your website. Once they’ve read your post… what do you want them to do? Adding a call to action in the guise of a buy-it-now button, an enquiry form, a newsletter signup box or a link through to your products and service section will help to convert your visitors into leads or maybe even customers if you’ve done the job well.
TOP TIP: Don’t just post your article once through social media. We publish our articles around 15 times over the course of 3 months using slightly different titles and imagery to engage with different people.
Make your articles visually engaging
The use of quality imagery is vital to the success of your article. Web users are fickle people and short on time. Articles with images draw 94% more views than articles without.
To add further clout – make sure you choose a short catchy headline. Remember that readers are likely to share your article if they like it and a short headline means more room for them on twitter to share their comments.
Another important aspect not to overlook is the content itself. Giant columns of unbroken text don’t make for inviting reading. Make sure your article is properly formatted and split into bite-sized paragraphs.
Measure your results
This is crucial if you’re to improve the success of your articles going forward. If you think back to your objectives, the core goals were probably website optimisation, an increase in website visitors and an increase in enquiries / sales.
RankScanner is a great free tool to monitor the performance of your website for a set of key words over time. It’s important to note that website optimisation takes time so don’t expect results in days or even weeks – think long term.
To measure the popularity of your posts you can use the in-built analytics tools included in all of the major social media platforms. They will tell you how many people have looks at your post and who has liked, favourited and reposted it.
And lastly, to measure the amount of traffic that has come to your website and the behaviour of the visitors once they arrive – the best tool by far is Google Analytics. Google Analytics is a free tool and provides invaluable information about how visitors interact with your website so you can take advantage of this in future blog posts.
Finding the time to write and creating content of high enough quality are key hurdles when it comes to the success of a blog and that’s where businesshands content marketing services can help. We offer a weekly, well researched, high quality 600-word blog post for a monthly fee of just £395 and this can be combined with our popular social media management services to give your organisation a great value, professional and productive online presence.
To learn more, contact us today on 0207 458 4788 or email firstname.lastname@example.org.
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