Following our Winning Best Blog Award Ireland 2012 of an SME end of last year we’ve had numerous enquiries on the how’s, do’s and don’ts of writing a compelling business blog consistently. I was also asked to write a similarly themed article for the Irish Tatler Business Annual 2013 so I thought you might find it useful if I shared with you some of the recently published tips.
The list compiled is by no means all encompassing but gives you a good reference point to get started or review your blogging activities to date.
Top 12 Most Successful Blog Writing Tips to Achieve Bigger and Better Sales
:: 1. Know and define the target audience for your blog content, be they customers or prospects. One of the major reasons blogs fail is because the content is not relevant to its readers, or the target audience needs are not properly understood. This should be an important part of your brand marketing strategy.
:: 2. Create a writing calendar, know your content, marketing, social media and blogging goals. Plan 4-6 months ahead (broadly the year) and if you have notable industry events, seasonal relevance or cultural occasions during the year that are relevant to your target business audience make sure appropriate, brand congruent, topics feature around those times. You can always adapt and change if something topical happens in the market place but planning ensures you have a defined strategy on which it all hangs.
:: 3. Post consistently and frequently and keep your content congruently on topic by ensuring you post information that really meets your customers needs and solves their problems. Apply the 80:20 rule, 80% adding value and serving your customers and only 20% about you (your products, launches, case studies etc.). It gets awfully boring visiting a blog that is ‘me me’ orientated and offers no real value to the reader.
:: 4. Incorporate your blog into your company or organizations website. If you’re using your blog to support your inbound marketing, integrating its URL into your main website address is very important.
:: 5. Seamlessly integrate you branding into your blog both in terms of voice, language used, personality, character and values coupled with corporate brand style guides and visual appeal.
:: 6. Add relevant imagery, audio and video clips to make your blog more appealing and support the story being told. Good photos, video clips and sound tracks help attract and retain the readers’ attention.
:: 7. Optimise your content for keyword search but don’t be tempted to keyword stuff. Ensure you write for the reader not the Google robots.
:: 8. Break up your content into bite size chunks and smaller paragraphs. Writing for online is very different to white paper reports or book writing. Use bulleting and bolding where appropriate. Reader attention span is much shorter online.
:: 9. Link your blog posts to appropriate products or services elsewhere on your website. Don’t assume your readers will find those gems. Make it easy for them.
:: 10. Research your content and facts but remember to respect other peoples’ intellectual property and copyright. It’s important to provide attribution or reference and links where appropriate.
:: 11. Proactively share your blog content across social media platforms as well as feeds, email and newsletters to increase your reach and draw your audience in.
:: 12. Track your blog to measure its effectiveness in terms of lead generation, traffic, sales and ROI.
Above all ‘Think Big! The sky is not the limit when there are footprints on the moon’. Make your blog a core part of your brand and business strategy and you will reap the rewards.
Feel free to get in touch or leave your comments below. We’d love to hear your feedback.
If you have any questions or need some brand direction for your blogging strategy then please don’t hesitate to get in touch E: [email protected] or T: +353 1 8322724
Wishing you growing success as your blog and your brand become No.1 in your target market.
*This is part of an article written by Lorraine Carter, listed as one of the Top 1,000 Women of Influence in Ireland, and published in Irish Tatler Business Annual 2013.