Having a blog on your website is a great way to create lead generation and increase awareness of your brand – but simply having blogs on your site is not enough. The content is vitally important – it doesn’t all have to be deadly serious or statistic heavy, there is room for light heartedness and humour; but it should complement the values and tone of your brand. According to Dragon Search Marketing – 61% of consumers’ buying decisions were influenced by custom content.

Quantity and Quality

It has been proven that sites who post blogs more frequently gain more traffic – Hubspot found that in a month, companies who posted 16+ blogs got 3.5X more traffic than ones who posted 0 – 4.

Just posting a large volume of blogs without some sort of direction and tonal approach isn’t going to help your business as it should though.

Picking Your Topics and Scheduling

Deciding on a schedule for your blogs is a good place to start – once you know how much content you need and how often, you can examine your business to generate content. Having a schedule allows you to categorise your content and ensure that the upload schedule contains an appropriate mix. If you have five or six different types of blog, your audience needs to see this – if you post consecutive blogs on the same subject or area of expertise, your audience may assume that you only write about that, and not visit again to find the differences.

If your business is product driven, you can look at the item as a whole – examine its history, anecdotal evidence and alternative uses, as well as the technicalities behind its production and any factual evidence that might prove interesting, just to name a few.

If you are service driven, you can also examine the history of the company, the service it provides and any interesting pieces of trivia that would make easily digestible for an interested reader to absorb.

The importance of language and phrasing

According to NewsCred Insights, the average reader spends only 37 seconds reading a blog post. This means that you need to grab their attention, impart the meat of the topic, and impress them – all in a very short space of time.

The average length of blogs has increased over the last few years, rising from 808 words in 2015 to 1054 words in 2016 (according to Orbit Media Studios), so there is some tolerance for spending time on blogs – but you need to be engaging and on-topic right from the opening line.

Big words and technical terms may seem impressive, but unless they are necessary – they should be avoided. Your reader doesn’t want to feel that they’re being by your content.

Putting it all together

To create a successful blog, you need to know your subject, use language appropriate to your target audience, get to the point and be prepared to use a consistent tone that represents and reflects the voice of your business.