Your ultimate one-stop shop for blog posts
Writing and maintaining a blog can be difficult when you’re also managing a team or running a business.
It’s one of those tasks that are easy to postpone because the consequences are not immediately visible, and tomorrow will do right?
If you’re like most businesses, your clients always visit your website before they contact you. They may even be regular readers, and if they’re getting irregular, inconsistent content then they’re likely to associate those observations with your business culture.
Regular and consistent blogging is important for a number of reasons.
Our websites and blogs are often the way our clients find us. It’s how they learn about our products and services. It’s how they observe our business culture. It’s an essential tool that creates an ongoing impression.
“The first thing you learn when you’re blogging is that people are one click away from leaving you.
So you’ve got to get to the point, you can’t waste people’s time, you’ve got to give them some value for their limited attention span.”
– Alex Tabarrok
Seven steps to writing great blog posts
Writing and maintaining your own business blog can be very rewarding.
Here are seven steps that constitute a good writing process.
Know your audience. Identify your one ideal reader and write for them. What are their needs, what information do they want and how do they communicate.
Create a topic. Don’t fall into the trap of writing about what you think your readers should know. Identify exactly what it is they, themselves, want to know – which may be quite different from you’d like to write for them.
Decide on the length of your post. Do this up front before you start writing.
Long form content (at least 2000 words) is currently rated more highly by Google, but your clients may prefer to read content that is shorter. Make this decision with them in mind and plan the structure of the blog post before commencing the writing
Write a headline. Readers will decide whether to read the content based on the headline provided. It must be compelling if you’re to have any chance of attracting readers.
Consider it a teaser and compose a headline that pulls the reader in and makes them want to read on. There are countless formulas online for writing good headlines if you have time to do some research.
Find images, tables or graphics – whatever illustrates the text best is suitable. Canva is a great resource for graphics and stock libraries such as Getty Images, Stocksy and iStock are great for photos.
Do your research, but use only reputable sites and check all factual information. If it’s not a well-known news site or organisation check the source of the content thoroughly. Always cite your sources, and never copy (plagiarise) content from other places.
Optimise the content and images for the web. Do not keyword stuff, but research and use one long-tail keyword. Place it strategically throughout your text and in your headings and alt text.
Search engine optimisation (SEO) is essential if you want your content and website to rank highly in the search engines and be found by users. But keep up to date with SEO strategy as it is continually evolving.
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