Blogging is one of the most cost effective and most essential tools for content marketing. That’s why there are approximately one billion blogs on the internet right now – because they work!
There are steps and valuable components that you need to know in order to write a compelling, quality blog post and, more importantly, use that post to increase your search engine rank, drive traffic to your website, and grow your business.
Over the next four posts, we will discuss what it takes to run a successful blog, and in this post we’ll start with what to write about and when to post…
What to blog about.
Since your website’s blog is meant to support your brand or business, the content should be relevant to your industry, your products or services, and your clients or customers. Here are a few topics or content structures to consider:
- Product/Service. Mention a problem that your potential clients or customers could have, and how your products or services can help them.
- History. Discuss the history of your brand or business, or the history of your industry.
- Consumer Experience. Interview a satisfied client about their experience with your service or product from a consumer’s perspective.
- Team Experience. Showcase a long-term, valuable employee or partner to show appreciation while enhancing your brand’s reputation and relatability.
- Event Highlights. If your brand or business hosts or participates in an event, showcase photos, videos, and exciting details from the event. This can show appreciation for those who participated and attended, and pique interest for those who didn’t.
A majority of your blog posts should focus around your product or service. While you don’t want your posts to become too repetitive, focusing on different unique problems and needs and how your product or service can help your potential client or customer is the best way to increase your search engine rank and motivate customers to convert and purchase.
It is best to avoid writing about personal matters that are unrelated to the brand or business, as this is not relevant information for your reader and potential client or customer. You should also avoid discussing political, social, religious, or other personal matters that could offend your client, customer, or employee. These types of discussions are unnecessary on a brand or business’ blog or website – your focus should always be on the product or service and how it can help your client or customer.
No matter what you write about, your blog posts should always be accurate and original. Copying content from other blogs or websites is considered “duplicate content”, and this can affect your search engine rank, as well as the integrity of your business when the content is plagiarized. If content is inaccurate or misleading, this can also affect your rank and can affect the trust your clients and customers have in your brand or business.
When to post a blog.
You’ve written your original and accurate content, you’ve structured and optimized the blog (we’ll get to that in our next two posts!), and now you’re ready to post it. But when should you post it?
There is a lot of research out there that talks about what days and times are best to publish blog posts based on the likelihood of people seeing and reading it at that specific time, and the results of that research changes frequently. While it is useful to find out what the most optimal time of the day and week you should post based on your specific audience, but consistency and frequency are much more vital to the success of your blog.
Let’s say you find out that Tuesdays at 3:02pm is the best time for you to post your blog, because your specific target audience is most likely to see and read it around that time. This information is helpful, but if you’re only posting one Tuesday every couple of months, those few extra views are inconsequential.
Review some suggested day and time frames, and then choose a day and time that works best for you and your brand or business. Posting at least once a week is suggested to create and maintain a healthy blog. If you are able to write and publish more, two or even three times a week can further enhance your search engine rank and increase your audience’s awareness and trust of your brand or business.
How to blog consistently using an editorial calendar.
Unless you’re a writing magician who can outline, write, proof, and edit a post an hour before its supposed to be published, you or your in-house writer will benefit from having an editorial calendar and a writing schedule.
First, sit down and outline several weeks of content at once. Choose your topics, and if possible, outline your titles and headings. List what date each blog is due to be published by and what material (visual content, statistics, etc) you may need to collect to include.
Many blog writers find it easiest to allot a dedicated number of hours or days out of their schedule each month (or even each quarter) to write and proof all of the upcoming posts for that block of time. This allows them to get into the groove of writing without distraction or interruption, and then frees up their time throughout the remaining weeks of that block of time to focus on other tasks. So, once you have created your editorial calendar, complete each blog post in an order that works best for you. You can then queue the blog posts to be published on their designated days, and all you have to do is monitor them as they post and amplify them on your social media platforms.
Having an editorial calendar and a writing schedule keeps you on track and ensures that you’re posting frequently and consistently.
How we can help.
When we design and build a website for a brand or business, we include a designated page for their blog, complete with a list of category labels for them to choose from when posting each blog. We also offer a content marketing package, where we provide keyword research based on your industry for you to use when writing your blog content. Or, if you don’t have the time to manage your blog or simply aren’t interested in writing the articles, we can do it all for you. We’ll do the research, writing, and optimization, and we’ll distribute them on a consistent schedule and on the proper channels for you.
Over the next few blog posts, we’ll discuss how to structure, optimize, and monetize your blog posts, so check back in! Or, contact us today and let us help you get started with your blog.