How to write a killer blog for your business
There are many reasons why you might be considering starting a blog. Whether it’s to attract a new audience or engage your existing one, to ramp up your SEO, or just demonstrate your expertise, adding a blog to your website can be an amazing tool for your business.
But then you’ve got to actually write the bloody thing.
It can be easy to be intimidated by an empty page (and the knowledge that you’re going to have to face one every week!) but I find the easiest way to get it done is to break it down into chunks and work through each one - before you know it you’ll be pumping them out effortlessly, week after week.
For those new to the blogging scene, there are a few steps I recommend to get you started.
Have a plan
First things first, you need a basic plan for your blog. Nothing elaborate or complicated, just take some time to decide what you want to get out of the blog, what you want your audience to get out of it, and what you want to say.
If you can, I’d recommend brainstorming a list of at least 10 topics you could write about, right up front. Then, decide what topic you want to tackle each week. Having that decision made can be surprisingly liberating and means you can spend less time procrastinating over topics and more time writing.
Know your audience
This is key with every single piece of content you produce - whether it’s on your website, blog or an email to your staff. Knowing who you’re talking to and thinking about the way they want to be communicated with is absolutely critical.
When it comes to your blog, you need to pick topics and info with your audience in mind. Take the time to think about what content will be of interest to them; maybe you’ve got questions you’re always asked about, or maybe you’ve done some research into related keywords for your industry, but whatever you do, just stay true to your brand and be authentic.
Talk about what you know
The best way to create a compelling blog is to talk with conviction about a topic you know a lot about.
Keep topics relevant to your business and your audience and steer clear of anything that you’re not 100% sure about. People generally have really good bullshit detectors, so if you’re not feeling confident, chances are this won’t go unnoticed, so stick to your sweet spot.
Depending on what industry you’re in, blogs can often be a little dry. Even though the information might be really relevant and important, it still needs to capture (and keep!) your audience’s attention.
Using examples or case studies in your blogs can be a really good way to illustrate the point you’re trying to make and give it some relevance and context.
Think about instances in your business, or with clients, where your topic has been demonstrated and use the outcomes of this to really drive your point home.
A big block of text on its own is not that appealing, so, if you can, break up your blog with high-quality, relevant images.
Not only will these images help to get your point across, but they’ll make your blog more visually appealing and you’ll find people are naturally more engaged.
It’s important to remember though, that all images are not created equal. It’s better to have great quality, really relevant images that help to tell your story than it is to have something that’s just there for the sake of it.
If you don’t have any high-quality images on hand, there are lots of stock photo options out there, but remember, if in doubt, leave it out.
Edit, edit, edit!
You want your blog (and all of your content) to be a reflection of your brand, and this means you need to take the time to edit and make sure what you’ve written reads well, makes sense and is free of errors.
Poorly edited content can really put a bad taste in peoples’ mouths, so put your best foot forward and make sure it’s all ship shape.
If writing isn’t your strong suit, or you can’t find the time to sit down and crank out a blog post every week, consider outsourcing this to a content professional who can do the heavy lifting for you.
Just make sure you take the time to fill them in on what your business is all about and what you’re trying to achieve so that you’re both on the same page.
Always look at the work produced before it is published - it’s your brand, at the end of the day, so you need to be happy with every piece of content created.
Content is pretty pointless if no one ever sees it, so part of your blogging strategy needs to involve how you get it out the world.
I suggest putting together a really simple checklist of every avenue you want to use to promote each blog, and then you can just work through these every time you create one. For example, you might share on your business Facebook page, include in your email newsletter, or pop on your LinkedIn feed.
Whatever the platform, having a consistent approach to sharing your blogs will get you more exposure, which will ideally lead to more engagement and leads for your business.
If you’d like to chat more about blogging, or need some support to get started, give me a call and I can help.