If your company website doesn’t have a blog yet, try and create one as soon as possible. Why? Not only can a blog help you create a voice and personality for your brand but it will also help you rank higher in Google which will drive more traffic to your site and help increase revenue by up to as much as 30%.
First things first, you need to think of some great content to fill your blog with. Whether its updates on the team, ‘how to’ guides,’ industry news or a new product you have created, your post should aim to be engaging, interesting and unique. When I’ve created blogs for companies in the past, I’ve started by thinking about what the audience would like to read. Think about the articles and content you click on – the headline needs to grab you and appeal to you quickly. If it’s interesting enough that you share it with friends, even better!
Try and think of four or five great post ideas to get you started and write as many of them as you can before uploading. Take a look at your competitor’s blogs and see what kind of content they’re creating. Take into account particular events or points in the year that will be of importance to your user and then start to draft out an editorial calendar. It’s great to update you blog once or twice a week to keep it looking active.
Guest posts are a great way of generating content, so speak to people within your industry to see if they’d like to contribute to your blog. You can also find keen bloggers through universities – journalism students are often looking for ways to earn a bit of extra cash, add to their portfolios and gain more writing experience.
No matter how great your content, if you don’t use SEO (search engine optimisation) effectively, your content won’t get read.
How can you improve SEO on your blog?
*Research keywords and search terms that are relevant to your blog post and business. Which words and phrases come up in Google with the most relevant information? This will help you to see what other people are searching for.
*Once you have more of an idea about the search terms and keywords you need to incorporate into your content, you can tweak your title to match it. For example if your chosen keywords is ‘D.I.Y cushions’ you may choose the title ‘DIY cushions – 4 easy tips to make yours today’.
Hot tip: It’s generally advised to have your keywords at the start of the posts title.
*Once you’ve created your title, make sure your most important keywords are also used in the URL. The URL should be an easy-to-read version of the post’s title.
*Generally when people browse the internet, they now look for topics using more detailed and longer search terms – this is great for blogs as content tends to be longer and more detailed.
* You can easily install a widget onto your blog which will help you to make sure your blog post is SEO friendly. This widget will ask you to include a meta title and description – this is the short description that appears under a search term so it’s really important that it sums up your post succinctly while grabbing the reader’s attention within around 150-160 characters. Here’s how your meta description appears under your title:
* Resist the urge to stuff your post full of unnecessary keywords as this will read like spam and is really obvious.
* Make sure you title any pictures used within your post with a nice description as these will also contribute to the search terms.
* Most importantly, the best way to rank high in Google’s search results is the make your post useful, with unique easy-to-read content. The days of ranking highly purely for multiple mentions of your chosen keywords are gone. This is probably great news for you if you’re truly passionate about your chosen subject. Share your passion and you’ll be well on your way.
* Finally, once you’ve written your first post, tell your user base about it. Promote it on Facebook, Google + and Twitter and you can also try and send it in your weekly newsletter.
“I fell into the trap of underestimating the power of ‘content marketing’ (in my case this is simply an active blog.) I learned to see the blog as a way to reach out to a larger audience and funnel the readers to other key pages which turned them into highly qualified leads (or in other words visitors who are really interested in your chosen subject). The key is to give your visitors value. Let them leave with more knowledge than they had before they found you.”
Take Home Tips
A blog is a great way to communicate with your user and it will help to shape the face of your brand.
Think about the types of content your user will find interesting, engaging and useful
Research keywords and phrases used within your industry and topic areas
Don’t feel like you have to write all of the content yourself – take on guest bloggers and contact universities.
Install an SEO widget on your blog so you can easily see if you have created an effective title, URL and body of content
Finally, have fun with your blog. It’s a great way to put a face to your brand and be a bit more creative!
Which companies do you think have great blogs and what kind of content do you find interesting and engaging? Let me know by commenting below.