Better Google rankings, increased website traffic, improved conversion rates and growing brand awareness. These are just some of the benefits that a blog can give your business and so if you value any of the above, it’s important that you make time and effort to write and publish a blog regularly. But where do you start and how do you make sure, it’s not like 80% of the other blog posts out there which deliver absolutely no value to the reader and leave you clicking on the exit button before you’ve even finished the first paragraph? Well, here at businesshands, we write a lot of blogs for a lot of different clients so here’s our top 5 tips on how to produce a compelling blog.
Tip #1 – Understand who you are writing for
The first thing to remember when you are blogging is that you’re not writing for you. You are writing for the reader. Ask yourself what kind of person do you want to come to your website. What are their interests in relation to your offering? What questions might they have? What topics would they find useful? How can you educate them or excite them so that they go away thinking “I enjoyed that, I want to come back.” What value can you give them? Write down your thoughts. This should give you the basis for Tip #2.
Tip #2 – Write a content plan
So you’ve just completed a brainstorm about your ideal website visitor. You know who they are, what they like and what they might like to know. Now turn all of that into a content schedule. Build a list of weekly topics. Try to come up with an enticing title for each and underneath write a few bullet points to help frame what points you want to get across and any conclusion that is to be drawn.
Tip #3 – Structure your blog
Typically each blog post will contain an introduction, “the meat”, and then a summary / conclusion / call to action. Your introduction needs to be punchy, particularly in the first couple of sentences as this is what will appear in the preview when you post it on social media. For many writers however, it’s these first two sentences that prove to be the hardest to write. If you’re suffering a case of writer’s block, try pretending that you’re already two or three sentences in and start from there. You can come back and add the introductory first sentence later on, once your article is in full flow. If you’re truly stuck, and need the introductory sentence before you can get going, think about using a statistic and then building off it. For example:
“A recent survey found that 88% of B2B marketers see content production as the most important part of their marketing strategy”
Tip #4 – Pack it full of personality
The chances are, your company is not the only one offering the product or service that you do. As an insider in the company, you no doubt firmly believe you are unique, but to an outsider a hat shop is just like any other hat shop. A POS software company is just like any other POS software company, a legal or accountancy firm is just like any other legal or accountancy firm. It’s what you say (Tip #1) and how you say it that will make your business stand out so try and pull your writing away from corporate speak and give it a human touch. The more human and real you can be, the more powerful your blog will become. Don’t be afraid to share your own experiences and relate them directly to your readership… and don’t believe for a second that this tip is not relevant for the industry you are in. No matter how corporate or formal your industry is, adding personality and humanness to your writing will make the information you are providing far more digestible.
Tip #5 – Use great imagery
A good image can speak a thousand words and even if it doesn’t, it will be a powerful lure to bring more readers to your blog. It’s important then, to choose your image carefully. For many bloggers today, the standard practice is to use a google image search to find something they like and then use this on their own blog. But there’s a danger with this. Most of these images are not royalty free. If you are using an image without the consent of the image owner, you are liable and could face legal action or be forced to pay a fee for the use of the image. Better practice is to use a stock image or create one yourself.
Of course, there is a danger with stock images too… in that some of them look too much like a stock image. Shy away from bland, overly corporate or cliché images and try and find something unique that fits in with your topic. In our next blog, we’ll be providing a list of great websites you can use to get truly inspiring (and mostly free) stock imagery so watch this space.
So there’s five quick tips on how to blog for beginners… and here’s a bonus one which is probably the most important of them all.
Tip #6 – Content is nothing without distribution
You’ve done the hard work of writing and publishing your blog on your website but you’re not finished yet. Unless you promote your blog and distribute it to your audience, nobody will see it. A blog is typically distributed in one of two ways.
- Through a newsletter to your existing database
- Through social media – this can be posted on your company page and also be boosted to reach new audiences by turning it into an ad. Don’t forget with social media, you can post your blog multiple times, simply by changing the headline image and choosing a different message to display alongside the link to your blog
Thanks for reading. If you’ve enjoyed this article, don’t forget to share it with your connections and if you would like to discuss any of the topics covered, don’t hesitate to drop us a line on +44 (0)203 458 4788 or email us at firstname.lastname@example.org.