Upping your blog game

It’s true there is an art and science to blogging, starting with where to host your blog, what you want to write about and how often you are going to post, to the finer details of what style and tone each blog post will follow. A blog can be hugely beneficial to your business as a marketing tool, and better yet – it’s cost-effective!

In a previous post, we gave our top 10 tips on how to break through the noise of the digital marketing landscape and create compelling, meaningful and timely content, but running a successful blog is no easy task so here are a few tips on how to get your blog off the ground.

Getting started

Choosing the right platform for your blog is the first hurdle you need to cross. There are plenty of free options out there including WordPress, Tumblr, Typepad and Blogger. Each hosting site offers design themes to choose from or you can upload your own design. If you’re not sure how to use them, there are a selection of online video tutorials to be found on the Internet.

Goals

It is important to think about what your blog is setting out to achieve. Having a successful blog can help your business in a number of ways by:

1.     Driving traffic to your website

2.     Generating leads

3.     Establishing authority in your industry

4.     Building community engagement

Plan, plan and plan

The easiest way to ensure your blog has a healthy mix of posts is to create a blog content plan. It is the simplest way to keep on top of your posts and it’s also handy to keep as a record of your posting history – you don’t want to be reguritating the same old content. There are five elements you need to include within your content plan:

1.     Publish date

2.     Author

3.     Type of post (‘top tips’, ‘how-to’, ‘opinion’, etc.)

4.     Vehicle (text, video, audio, image, infographic)

5.     Category (the broad topic of the post)

Consistency

Consistency is one of the most important things that bloggers tend to forget. A study by Hubspot shows that consistent blogging leads to higher subscriber growth rates. However, it is important to remain realistic – how often do you think you will really be able to post? It is always better to start with a manageable target and build from that.

Keep it short and snappy

Deciding on the length of your blog posts can be difficult. You generally need around 300 words minimum to get indexed by search engines, but otherwise the length of your post is up to you. We would recommend a post around of 400 words. If you have a lengthy article on one topic then consider breaking it up into several installments.

Use tools

There are some great online tools out there that can help you organise, plan and even structure your blogs. If your website is in WordPress, try using its content-planning widget – great for collaboration – which lets you drag and drop as you change and rearrange ideas. One of CC’s favourite tools is Trello. The platform allows you to wave goodbye to lengthy email threads and see everything ongoing in your project at a glance – and even better, it’s free!

Our copywriting team develops and utilises original, curated and repurposed content to promote its clients as thought leaders, while building engagement with audiences and stakeholders through traditional, digital and social media, blogs and websites.

Want to find out more? Get in touch via info@consciouscomms.com

Recently at Conscious Communications…

Here is a little taste of what we have been up to during the past month…

Marshal Papworth on
Countryfile

We love arranging
great coverage for our clients.  At the
beginning of July, we worked with BBC Countryfile to showcase the great work of
the Marshal Papworth Fund in building knowledge and skills in sustainable
agriculture in developing countries. If you missed the students, look for them
on iPlayer (episode available until the beginning of August) or become a Friend
here.

Cambridge Science
Centre – Cosmic exhibition

This month we have been getting creative with
Cambridge Science Centre to help promote its brand new exhibition, Cosmic,
launching on 23rd July.  To
celebrate the launch of the new exhibition, we have invited press and VIPs to
witness the world’s first attempt to rocket power a punt down the River Cam fuelled
with nothing more than Fitzbillies’ buns – the most potent rocket fuel known to
Cambridge! We have been busy out and about filming each of the rocket tests,
the making of the famous Fitzbillies’ Chelsea Bun, and the reaction of the
general public in Cambridge to this world first! 

Calling all
Professors and Industry – Cambridge University Press needs you!

We have been
working with Cambridge University Press to develop Education Digital – a series
of thought leadership articles aimed at an international audience of teachers,
students and their families. With a focus on key subject areas including STEM
subjects, Psychology, Modern Foreign Languages and History, each article will
aim to strengthen the link between education and potential career paths, while
helping to inspire a love of learning.

If you have something
you would like to contribute or if you want to know a little more, please contact
us on 01223 421 831.

Break through the noise

image

The digital marketing landscape is more crowded than ever before; it is becoming increasingly difficult to stand out from the crowd – and most importantly your competitors. 69 percent of marketers are creating more content in 2015 than last year and are using an average of seven social media platforms for marketing purposes.

To increase audience engagement you need to create compelling, meaningful and timely content. Here are our top 10 tips on how to break through the noise:

1.     Understand your brand position and audience – this is easier to get a handle on for B2C businesses but is equally important for B2B companies. Try creating audience personas for target customer groups – this can help you identify content topics that are engaging for users.

2.     Always put your reader first – it’s easy to post content that you are interested in but what about your readers? The only way to attract potential leads is to think of your audience’s interests first.

3.     Be unique – no one wants to read regurgitated content.

4.     Be selective – avoid publishing the same content but with a different title. Do not post content for the sake of it, make sure you always have something interesting to say, otherwise don’t say anything at all.

5.     Avoid over publishing – once you have mastered selecting golden nuggets of content, make sure you give your posts time to breathe, or your audience may miss them.

6.     Keep it simple – it’s tempting to attempt perfection when creating content but a good rule of thumb is: don’t let perfection get in the way of progress. Content that is relevant, timely, unique and important has the most chance of creating an impact on your readers.

7.     Be the first – say it before it’s been said.

8.     Try to make your audience smile – balance your content with a mixture of light hearted and informative posts.

9.     Be creative – when developing your content be original, think about unique layouts and styles of posts. Be imaginative and create your own infographic or make a word cloud. There are some great free tools out there to use. Our personal favourites are canva.com and piktochart.com.

And finally…

10.  Don’t forget to put the word SOCIAL into social media – always remember you are trying to engage your audience in conversation.

Our copywriting team develops marketing strategies that utilise original, curated and repurposed content to conscientiously promote its clients as thought leaders, while building engagement with their business and consumer audiences, stakeholders and influencers, via traditional media, digital and social media, blogs, websites. To find out more get in touch via info@consciouscomms.com.

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