‘It’s all about content’ is what your marketing expert will tell you. Content allows us to communicate with customers and gain their loyalty. It’s also a superb way to build your online business, and show the world that you’re an expert in your field. Did you know, this can all be done in one fell swoop? ‘How?’, you ask. BLOGGING.
It’s not a fad, nor a passing craze. Blogging is here to stay and is a proven method that adds to your digital marketing success. It not only gives you something to promote and share on social media, adding to your business’ online presence, but also presents many SEO opportunities to drive traffic to your website and improve your search engine ranking.
That is all well and good, but how do you go about writing a blog? Well, you follow our 5 easy steps!
Step 1: Know your audience
It is important to identify your audience and reach out and speak to that specific audience with your blog posts. Before you begin writing, ask yourself:
- What makes my audience happy?
- What makes them sad?
- What problems might they have?
Addressing answers to these questions with your blog post will make your content real, compelling and interesting to the reader. Content that is too generalised will cause your reader to become bored, which will result in them leaving your website sharpish!
Step 2: Choose your subject
Think about your content idea in broad terms and research where it is used in other industries, in the media and what the discussion topics are around it. Try not to flit around, writing about lots of different topics – stick with a theme. There is always something to blog about, but if you find yourself with writers’ block, try using one of these:
- A list post, e.g. “8 tips for creating beautiful flower displays”
- A ‘how to’ post, e.g. “How to lay a table professionally”
- The answer to a question a customer has asked you, e.g. “What are the best flowers to use in displays in cold environments?”
- A news item in your industry, e.g. “What the new tax laws will mean for you”
Step 3: Structure your post
When writing your blog post, it is important to create interest with an attention grabbing heading, section headings, bullet points and compelling text.
We are all short of time and overloaded with content in its many forms. As a result, most people won’t read more than a few sentences before they start scanning the text to deal with this.
One of the best blogging tips we were ever given is this:
“Forget most of what you were taught in English at school when you are writing for the internet”
Make it snappy
- Present your content in a portion-controlled manner that is easy for the reader to digest.
- Keep sentences short and your paragraphs should contain just one idea, three to four sentences long.
- Avoid superfluous adjectives, they don’t add information and are better placed in a Mills and Boon novel!
Headlines will make the reader decide whether to read a blog or not. This makes it the most crucial element of your article. It won’t matter how compelling or informative the article is – if the reader is not drawn in by the headline, the article won’t get read. Simple as that. Take a peek at our Pinterest board about blogging – there’s some superb examples of blog headlines on there.
Step 4: Include valuable links
A good blog post should include both internal and external links to expand your readers’ understanding as well as adding value and authority to your piece.
- Internal links should link to your own content, which will keep people on your site, reading your material.
- External links demonstrate that you’ve researched the topic and want to highlight other experts.
Step 5: Include a ‘Call to Action’
Don’t forget to tell your reader what you want the to do! Once you’ve hooked your audience, they need to know what to do next. Do you want them to call? Fill out a contact form? Sign up to your email newsletter? Think of your call to action as a trail of breadcrumbs that lead your customer right to the front door of your business!
Blogging is not a waste of time. The internet and social media isn’t going away and even you have to admit, it isn’t always boring, is it? So, stop making excuses and get blogging. Can you afford not to, when your competitors are already at it?
Found these blogging tips useful?
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