So you’ve decided your website needs a blog. That’s great! Blogging can be an easy and effective way of introducing new potential customers to your brand. Follow these top tips to writing a perfect post and you’ll be attracting new readers in no time.
Check out the competition
This might seem obvious, but when you’re first starting out it’s a good idea to see what the competition is doing. Follow the blogs of your biggest competitors and look for commonalities. Do they post a lot of company updates? A lot of industry news? A lot of tips or advice? Chances are those companies have spent more on their marketing strategy than you could possibly afford. Looking how they manage their web presence should give you valuable clues how to emulate their success.
Keep it simple
Blog posts should be clear and concise. Stick to your post’s topic, and your overall blog’s focus. If you can’t explain a concept in 2000 words, chances are your readers aren’t following the post either. There will always be exceptions—very technical subjects might produce posts in excess of 10,000 words—but the majority of business blog posts will be relatively short and direct. Unless your business is the blog, there are more important things you should be spending all that time working on.
Along with simplicity should come focus. Choose one topic for each post and stick to it. If you’re selling custom ski equipment and your post title says you’ll be blogging about the après-ski scene in Serre Chevalier, delete that paragraph comparing it with the summer scene in Cannes.
When you’re writing a blog post, it’s worth remembering not everyone has a large vocabulary. The average American adult reads at a 7-8th grade level. Following a blog generally involves reading for pleasure—sure you should be providing useful information, but chances are there’s a YouTube video out there that could tell a reader the same thing. If a reader has to work hard to understand your blog, chances are they’ll quit trying. Keep your paragraphs and sentences short, and your vocabulary simple.
There’s nothing more daunting than a blank webpage filled with rows and rows of text. Use images to illustrate your posts (here’s our guide to some of the best free and cheap stock image sites). Remember as well to break your posts up in other ways: keep your paragraphs short, and use headings in different formats to break up chunks of text.
To attract readers, you not only have to blog about something interesting or useful, you also have to help people find it. A quick search of Google produces 892 million responses to the query “how to blog.” The top results not only have the most relevant title and domain, they’re also rich in blogging-related keywords that tell search engines those hits are the most relevant. Check out our guide to finding and using keywords to boost your site’s SEO.
Share your posts
This might seem obvious, but too many businesses keep their social media accounts and website separate. If you’ve got a company Twitter or Facebook page, don’t forget to share your blog posts there when you publish. Most posts can be shared automatically by linking them to your social accounts. That way all your customers get a chance to see what you’re saying, whatever platform they follow you on.
Most importantly, post regularly. You don’t need to post every single day, but once you commit to blogging don’t leave the blog without an update for weeks on end. Make a concrete commitment—to post every Monday at 9am, or every other day, or twice a month. Whatever the commitment is, stick to it. Most websites come with the ability to schedule posts, meaning you don’t always have to be available on the day to make sure a new post is published.
By following these simple tips, you can produce a regular, consistent blog your target audience will enjoy returning to again and again. If you’re not sure how to start, pick a plan and let TechTe.am’s friendly experts help.