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.
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.
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
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 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.
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.
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