The case for business blogging is solid. Regular blogging can help position your organization in that coveted thought leadership territory. It can drive new traffic to your website and social media accounts. It builds a library of content that can be repurposed as needed. It can grow awareness of (and drive demand for) your product or service. These are all great reasons to commit to your business blog! But, where to begin? Read on for five strategies to make your business blog a success.
One: Know your audience
Who are your customers and how do they consume information? Are they more apt to read the New York Times with their morning coffee, or do they turn to Tik Tok influencers for their purchasing decisions? Know your audience, keep them top of your mind, and then write in a tone and format that will resonate with them. Anticipate their questions regarding your subject matter of choice, and then proactively answer them. Aim for informational, rather than promotional.
Two: Schedule, plan, and be consistent
Spending the time upfront to plan out a schedule of content will make it much easier to stay on track. Be consistent with your posting frequency. Block time in your week (every week) for blog writing, and make it a priority. Get other members of your team involved in brainstorming content as well as writing copy. Find guest writers to help share the writing load.
Three: Make it aesthetically pleasing
Blogs are meant to be brief and easily digestible. Long, run-on sentences and large paragraphs will scare readers away. A few tips:
- Include photos (unsplash.com is a great, free stock image site)
- Graphs and infographics are also excellent for breaking up text
- Keep paragraphs short – white space is your friend
- Less is more; the optimal blog post word count is 300 – 500 words
- Use H2 headings to make the blog more readable
But, above all, use bullet points wherever possible. (See what we did there?)
Four: Have a plan for sharing your content
You can write the most eloquent and insightful blog post, but if no one reads it, then it’s all for naught. Social media accounts, e-newsletters, email marketing campaigns – all are good channels for sharing content. Answering questions and sharing links in relevant discussion forums is another clever way to increase the reach of your post.
Five: Mind your SEO
And finally, make sure that the right keywords are making an appearance in your post – particularly in it’s meta description, in your H2 headings, and in image alt text. Use a keyword research tool to help ensure that you have identified the best keywords (Google keywords planner is a popular one), and then make sure they are repeated throughout your post. Your post’s performance on Google depends on it.
Follow these five tips and you’ll be reaping the blogging rewards in no time!