Blogging is one of the best ways to get your business recognised, whether by people or by search engines.
It’s more than just slamming words onto a page and hoping for the best, though – there are a few important things you should keep in mind while blogging.
What is blogging?
The word “blog” is short for “web log”. According to Dictionary.com, a blog is “a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style”. Your blog should consist of fresh content written specifically with your business’ brand and style in mind.
When writing a blog, keep the following elements in mind:
The heading is the first thing that will attract readers. It should be to-the-point and attention-grabbing. Try to incorporate the following words in your heading:
- Numbers – use a number with a rationale like ways, tips, ideas, secrets, etc.
- Adjectives – words like effortless, fun, free, incredible, essential, etc.
- Trigger words – what, why, how, when
- Promises – promise your reader something valuable
For example: “5 Interesting Ways Digital Marketing Can Boost Sales” or “How To Use Digital Marketing To Boost Sales”.
Engaging first paragraph
Your first paragraph is extremely important. Your reader should be curious to read the rest of your blog after reading the first paragraph. Make a bold statement, ask a question, or lead with the conclusion. Give them just enough to make them want more, but not so much that they feel they got what they came for already.
You can’t put all your effort into the heading and the first paragraph, only to neglect the body of the blog. Your information should be interesting, trying to teach your reader something they didn’t know. Keep paragraphs short and use headings (with header tags) throughout the copy. Write at least 400 words, but aim for 600. Some people feel that blog posts should be shorter in order to keep the reader’s attention, but having a blog shorter than 600 words might actually scare them off, too. Be careful, however, not to write “empty copy” (sentences that don’t say anything) just to make up the word count.
Bad use of language and grammar can actually harm your business’ image and credibility. Sloppy grammar paints a picture of sloppy work-ethics. Business owners should consider hiring professional copywriters to write their blogs if they’re not confident about their writing skills.
Consider adding the author’s name and/or picture on the blog, either just below the heading or right at the end. This will give your blog a “human” element and make it more relatable to your readers.
Writing with SEO in mind
Bloggers should always try to keep Search Engine Optimisation (SEO) in mind while writing a blog. This includes the use of keywords and header tags. Doing this will help people find your website or blog via search engines like Google. The Digital Marketer (or SEO Guru) and the blogger won’t necessarily be the same person but will work closely together to make your content discoverable.
You can add images to your blog to make it more appealing. Just make sure that the images you use are small enough to load quickly, but high enough quality to look professional. Keep your brand and style in mind when choosing images for your blog.