How many articles have you read about the benefits of blogging for your business? But finding the time and commitment somehow passes you by? You are not alone. But rather than set yourself up for a gruelling schedule of writing, there are easy ways to keep on top of your blog content, making it vibrant and engaging at the same time.
To blog or not?
The answer is yes. Do blog. Remember that search engines like Google, favour fresh and unique content. You can use this as an opportunity to share news, testimonials or case studies with clients plus your expertise. This helps your customers understand why they should buy from you.
Quite often you see business websites with two sections for fresh content – ‘blog’ and ‘news’ or other variations. But, one stream of fresh content on a website is enough. A link to a blog post shared on social media is usually the hook to bring people to your website. When you consider that people spend on average less a minute on a website, it’s far more important to focus on what actions you want visitors to take after reading a post rather than burning the blogging candle at both ends trying to write several posts a week over two different pages.
Be consistent, not frequent
A lapsed blog on a website doesn’t look professional. In an ideal world, we’d be happily blogging every day or every week, bringing lots of juicy traffic to our site. But we need to balance that against the reality of single-handedly running a business. It’s better to blog consistently once a month, rather than lapse for months on end.
Just do it
Writer’s block affects us all. The best cure for writer’s block is to just write. Ask any writer. Find a method that suits you. For me, it’s blurting all my thoughts into a Word document but it could be scribbling in a notebook, or writing them directly into a draft WordPress post. Park the thoughts for a period of time, go back to it when the mind is fresh and alert to revise.
What’s your story?
As well as considering what you want people to know about your business when planning your blog posts, you also need to think what customers want to know. How do you find that out? Ask them. This applies to all digital content, find out what piques people’s interest the most (either formally in a questionnaire or informally with a chat) and what kinds of content would lead them closer to making a purchase.
Words can hurt
To feed search engines, research shows the optimal length of a blog post is 1000 words. OUCH! That’s a lot of words for those not in their comfort zone with writing. How do we make that engaging? There are techniques; headed sections, adding images and a narrative for those, using quotes from other sources. But in all honesty, that’s a bit daunting. The best way to approach a post is on the content – not the word count. This wonderful blog post summarises my experience.
Most blogging platforms have a smartphone app. Which means you can flex your time when it comes to blogging. There’s some limited functionality but I use apps to start thrashing out thoughts when the mood takes me, over a nice cup of coffee!
This is the tough bit. I would always start with a strategy and content calendar. This will help keep you consistent but also leave room for reactive content. If you plot out 3 months ahead with themes, plus make the blog post the central focus for your content, lifting snippets and individual points for your social media. It keeps the story linked across all your platforms. Join my next Digital Strategy Masterclass to find out more about this.
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