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Your Blogging Questions Answered

Blogging is growing in popularity, especially as we’re all seeking out more digital methods for marketing our businesses. But if you want success then you need to do it right. I asked people to put forward their questions about blogging for marketing, and here are my answers. I hope it’s useful.

What if I can’t think of anything to write about. What do I do?

The most important part of any blog is its content. Of course it is. Therefore, trying to come up with something to talk about right at the last minute when you know your next blog is due is definitely a bad idea. Furthermore, blogs perform better when there’s a theme or purpose to them. If you don’t know why you’re writing it, why is someone going to want to read it? I always recommend that people put together a content plan first. Perhaps 3 or 6 months in advance. Come up with a theme and then write down as many ideas as you can relating to it. The theme could be broad, such as “Top Tips” or “My Experiences” or “Opinion Pieces”, but the more you can find an identity, the better your blogs will perform. They’ll make sense to your audience and people will know what to expect. It will also help you generate more ideas as it will give you an angle in which to concentrate your thoughts. For example, what are the top 10 tips you’d give to anyone relating to your products or services? If you can expand on each one a bit, you have 10 blogs already planned out.

How often should I post?

Blogging too often is a mistake. Think of how much content you come across in a single day. If you want people to read your blogs, you need to spread them out so they have the time to read them. Otherwise you’ll overwhelm them with content and actually just end up putting them off. So even if you have a million ideas, spread them out. Think about your audience and how you want them to digest what you have to say. I think once or twice a month is enough. And not only will this keep your audience engaged, but it’s manageable in terms of time as well. Writing a blog, getting it right, uploading it to your website and then sharing it takes time. What is the return on investment if you spend a few days every month doing it? Think about your resource and what you’re getting out of it as well.

How can I increase my readership?

Someone once naively said to me, “A good product will sell itself.” It could be the best product in the world, but if no one knows it exists, how will it sell? Things just don’t sell themselves. It’s the same for your blog. If you want more people to read it, you need more people to know about it. This means market your blog. Share it across your social media channels, tell people about it when you’re networking, write a press release saying that you’re providing top tips for people, push it in your newsletter. The more you can share it, the more it will be read. It’s a simple as that.

Should I put lots of keywords in my blog?

At its most basic level, having keywords in your blogs that people are searching for in Google will help with your SEO. However, writing content that is appealing and interesting and also full of relevant keywords is a difficult thing to do. I’ve seen a lot of blogs which have been written for Google rather than a human audience. So whilst they may bring people to the site, people then don’t stay as what they’re reading isn’t well put together for a human audience. It’s not a good end result. By far, the best thing to do is create good content that people will want to read. The fact that you have new content on the site will help with your SEO, as will keeping people on your site as they’re genuinely interested in what you have to say. Doing things with a technical purpose should be something you do after you’ve nailed everything else. If you’re starting out, write for your audience and don’t worry about anything else.

Should I have the blog on my website or use a third party platform?

Whilst there are lots of arguments both ways, I always recommend keeping your blog on your website if it’s for marketing purposes. Firstly, you want people to be on your website. Get them there and they may stay and look around. They’ll get to know you better. It also helps with your SEO and boosting your website performance. Then there’s the added bonus of tracking. Google Analytics will help you see what blogs are working and what aren’t, and then whether people went on to look at other pages of your website while they were there. Knowing the trends of how your customers act whilst on your site is very powerful. It will allow you to do more of the things that work and amend the things that don’t. If you have your blog elsewhere, you’ll lose all the power.

If you need any help with blogging, either getting the blog started, coming up with a content plan or writing regular articles, at Lindsay Woodward Marketing we have a wealth of experience in supporting businesses in this area. Please don’t hesitate to get in touch.

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