Blogging has become a mainstream activity for many marketing departments – and yet many businesses are still getting it wrong. I’m going to show you how to make the most of your blogging efforts to boost your website traffic and increase sales conversions.
Post a blog regularly
You need to create an editorial calendar as far as six months or even a year in advance, as part of your regular marketing strategy. Put in key dates, product launches, and events, and then you can tie your blogs into this with ease.
A regular blog does two things: first, it demonstrates your commitment to sharing knowledge in your sector. Second, it helps create fresh SEO-rich content to keep those search engines friendly and your rankings good.
Watch your blog word count
Most blogs are around 500-650 words. This is short enough to keep a reader’s interest, but long enough to cover a topic in some depth.
Try to choose a singular topic to explore in detail for each blog, rather than an overview of a larger topic. These can be useful, but if you’re planning to include this type of blog, make sure it’s as an introduction to a longer blog series. That way you also create lots of ideas for more content!
Some blogs (even mine!) are longer than the average – this is fine, as long as it’s not your standard practice. Once you’ve grabbed a regular reader, a longer blog to cover a topic in more depth will prove that you’re serious about your sector, demonstrate authority, and show that you’re able to talk about bigger issues in detail.
Break it up
Try to keep your paragraphs short and your sentences even shorter. The readability age you should be aiming for (unless for exceptionally technical writing) is around 15 years old.
This makes it easy for your point to be digested and for the reader to scan the page. Online readers take in a page differently to that of a print magazine: they are far more likely to scan rather than cover everything in detail.
That’s why you should:
Use subheadings throughout your blog
It makes for very easy reading. Your subheadings should easily summarise the points you’re making in your blog. If you can take all (or most) of them and list as bullet points to create a brief summary of your blog, you’ve nailed it.
Get those SEO keywords in
I’ve covered SEO before, so I’ll be brief: make sure to include relevant short and long SEO keywords in every blog for your business. This will help attract broad readers interested in the general subject (so they can learn more about what your niche is), and also those already looking for your specific offerings.
Without SEO-optimised copy, you’re not likely to receive valuable hits to your website.
Embed video in your blog
Video is the king of content these days – you can’t go far without seeing a how-to tutorial or an interview or product demonstration.
There’s a reason for this: videos cover large amounts of content in just a few seconds. If a picture is worth a thousand words, a video is worth ten thousand.
Video also helps build the shareable nature of your content: if it’s something your customers are interested in, they’re likely to share it to their network. These contacts are likely to be of a similar mind and have related buying interests – so you’re gaining additional free marketing!
Write your blog well
Make sure the person responsible for writing your business blog understands your messaging, tone, brand guidelines, and products in detail before they write even a single word.
They need to be able to write with authority, without patronising or alienating your intended audience.
That’s why most companies using a blog for their content marketing will employ either an in-house or a freelance copywriter.
Have a clear call to action
A call to action is the encouragement of the reader to do something once they’ve read a blog. It could be to share it, to comment, or to go to another page on your website to find out more about a product.
Speaking of which: if you’d like a free no-obligation consultation on your business blogging needs with an experienced copywriter, get in touch with me today.