However, as 77% of internet users read and digest blog content online, your business’ website blog is a critical part of your marketing strategy. When done properly, your website blog can draw people to your website, engage your visitors and build trust in your brand.
Below, we’ll guide you through the blog writing process, step by step – as well as sharing some of our team’s top tips for getting the most out of your business’ website blog content.
Fail to plan, plan to fail
Or so the old saying goes… But it couldn’t be more true for website blogs.
Every great blog starts with research. Once you’ve picked your blog topic, spend time doing your research – get some statistics and facts together that will help you to illustrate your points.
Your blog should be about something your audience really cares about. If you’re unsure what that might be, open up conversations, look into what they’re asking online or talking about on social media, for example.
Secure your points
When you’ve gathered all of the information you want to include, spend some time organising it into a logical order. Each of your points should flow into one another, so make some notes on what you might say around each point to ‘sense check’ your order.
Use your blog’s headline to capture readers’ attentions – it should be both informative (so Google knows what your blog is about to direct the right traffic towards it) and engaging.
With 73% of people admitting to skim-reading blog posts, you can use subheadings to break up large chunks of text to make your content easily digestible – even at a skim. The most common complaints about website blogs are that they’re too wordy, poorly written or poorly designed. Spending time on your structure – before you start writing – will help you to prepare your content with this top of mind.
This is often easier said than done. For many it’s the hardest part, and a lot of that can come down to the time it takes to get it right.
If you don’t have time to sit and write the blog in one go, try splitting it up into different sections (perhaps write one subsection at a time). Just remember, if you’re writing in different sittings, always read the previous section before you start writing to ensure you’re maintaining flow and relevance.
Differentiate your content
Don’t rely on words alone to get your point across. Use images, headers, quotes, statistics – anything to break up your content and draw readers’ attention in. This will help to ensure readers continue reading your entire blog.
Kinetic’s top five website blog tips:
- Length – aim for around 750+ words, but remember – quality is better than quantity. It’s much better to have 500 words of quality content, than 1,500 words of content that no one reads.
- Use keywords to help your content rank well – but be cautious not to ‘stuff’ your content with them.
- Focus on being useful and engaging – use your website blog to answer your audience’s questions to know your content is relevant to them.
- Promote your content via your owned media channels – push your website blogs far and wide using your social media channels, email platforms and website home page, for example. The more people you reach, the greater the reward for your efforts.
- Lastly – and most importantly – DO NOT SELL. Your blog should be helpful and engaging, it shouldn’t be pushing for a sale. Remember, this is about fostering relationships not the hard sell.
Could your business’ website blog be working harder for you?
Taking the plunge to ‘sell in’ your content ideas to the media can be daunting – but it can be incredibly powerful in building your brand authority, credibility and trust.
Get in touch to book your free communications review with Kinetic today, we’ll share what’s working well, as well as some ideas to get it working even better!
Alternatively, fill out the contact form below and we’ll get in touch.