Creating content is an important step that businesses need to take to be seen, and to maintain relevance in an ever-growing digital world.
Blogs are a popular way of putting out content to educate and engage with your audience – they showcase your knowledge, expertise and understanding of the market, and can encourage interested audiences to become customers.
53% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2017)
However, it is crucial to realise that whatever content you produce and upload, is going to influence the public opinion of your brand.
Churning out content that is substandard or has little relevance to your business could do more harm than good – your audience could decide that they’re not interested in what you have to say, or they’ve read it before elsewhere.
Anyone can write a blog – but there are steps you need to take if you want to write a successful blog.
Decide on Your Approach
Your company may deal with a lot of different areas, it could be highly technical, or specialised. Before you start writing, you need to do some level of research – what areas of your market have been largely covered? What areas are prone to misunderstandings, or haven’t had a lot of content generated about them?
Focusing your efforts on creating new and engaging content that will interest your audience will generate more benefits than rehashing the same tired approaches over and over again.
Who Are Your Audience?
Knowing who is reading your blogs and engaging with your general content will go a long way in assisting your creative efforts when it comes to composing your blogs. Is your audience expecting highly technical language? Do they understand industry acronyms and terms? Do they want a casual ‘chatty’ approach? You need to ask yourself these questions so you can create your content appropriately.
Develop Your Voice
If your company deals with different areas, and there are expectations for each – then create a different writing persona for them. This approach works especially well when you have a team of bloggers – if one member is more confident writing casual, simple blogs – then assign them to an area that requires this approach. If another is good at explaining the technicalities of a product, assign those types of blogs to them. Utilise the strengths of each person to get the best possible content.
This approach can still be useful for single member teams – by putting themselves in the mind-set of the audience, the writer can engage on the level expected of them.
Be Consistent but Not Repetitive
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)
If you are not providing a consistent form of contact, customers will forget your company as they are overwhelmed by content from other businesses.
Create a schedule and stick to it – but take care to alternate your content, especially if your company deals with different industries. If your audience are only seeing one form of industry content – they will assume that is all you do.
It can be easy to assume that people know what you are talking about – especially if you’ve created a lot of content on one subject. But it’s vital that, whilst you don’t talk down to your audience, you assume that this is the first blog they have read on the subject. Even if the blog is part of a series on a specific subject, there needs to be a balance of new information and an understanding that some people won’t have read the others.
If you are using specialised acronyms , then write the phrase out in full the first time, putting the acronym in brackets afterwards – this allows the reader to understand what the term means in context of your blog (some acronyms have different meanings depending on the industry), and will understand what you are talking about when you use the acronym afterwards.
Taking care over the content and construction of your blog will go a long way with your audience – the more interested and engaged they are, the more likely they are to come back.