If you have ever spoken to a marketer about improving your website or increasing your traffic to your site or social media pages, one of the first things they will recommend is adding a blog. This isn't a marketing ploy; they aren't saying it just get more money out of you. I have previously discussed how blogging helps increase your website traffic. Now you need to know how to sap every ounce of marketing goodness out of your blog.
First comes the setup. I’ll try to keep this as tech-simple as possible so here goes:
Titles and meta descriptions
I’ve lost you already haven’t I? A meta description is a short description of the blog which helps readers discern what it is about. When writing a meta description, it is a good idea to include a call to action and a keyword/phrase. Also, include this word/phrase in your blog title. These two things will help improve your search engine rating.
Allowing readers to comment on your posts is a good way to build relationships with them. It also allows them to ask questions which you can then respond to which will further show your expertise in your field.
Including links (external and internal) has a few different benefits. Firstly, it gives readers another source of information. It shows credibility in your writing, so your readers know you aren’t just making this up. And, it can also help improve your ranking in search engines.
Yes, this is a case of a pot calling the kettle black because I have been writing irregularly lately. But, believe me, when I say you need to blog regularly to keep traffic flowing on your site. Luckily, I blog for my clients better than I do myself.
Now for the writing tips:
Just like your business ‘why’, your blog needs a purpose. Do you want to inform readers? Is it just for entertainment? Is it a bit of a behind-the-scenes view of your business? Whatever the purpose or theme, your blog needs to stay focused. There is no point starting a blog about dog training and then throwing a random gardening blog in there. The gardening blog won't suit, and your audience will get confused. It also makes you less professional to have an off-topic blog in there. That isn’t to say that themes can’t blend or evolve: if you can spin a gardening blog to have a dog-friendly angle then have at it.
Put yourself in your reader’s shoes
Thinking like your reader can help you in a variety of ways when creating your blog. Firstly, it can help you create content by thinking what your reader or intended audience may want to know about your business. Secondly, it can help you with the writing because if you can break down your technical jargon into easy-to-read content, your reader will likely come back. Finally, if you can turn a dry topic into something fun, you may increase your readership.
Your call to action
You’ve written the blog, now what do you want your reader to do when they get to the end? It is standard practice to encourage your reader to go to another page on your site, such as another blog post or your contact page.
These are just some of the basics needed to make your blog start working for you. There are many other tips to come, so stay tuned to future posts for more tips. In the meantime, if you have any questions, let me know in the comments or please don’t hesitate to contact me (see what I did there with my call to action).