The blog for your company is one of your most important online marketing tools. With the Google algorithms all pointing towards everybody producing high quality content blogging and other content marketing has become crucial.
The first thing you have to consider before pen is put to paper is that you have to understand your audience – what demographic are you aiming it? You want to reach out to the customer and try to sell what you offer without being too in your face. A fantastic example of this is Paddy Power have hired guest bloggers for their World Cup campaign ‘Brazil Nuts’ – which have included the likes of Paul Scholes and even Stephen Hawking. They write their blogs giving hints and tips – and if you were to agree with them they put the odds of that outcome in brackets or at the end of the piece.
So they make the customer perceive that they are reading an opinion piece on the World Cup when as a matter of fact they are trying to persuade you to bet with them.
The most important part of the blog post is the title. After writing the blog you will be sharing and distributing it via the social media streams – and some people will simply share your blog from the title alone. It is also important to make sure the title attracts the attention of the search engines – making it SEO rich makes it more accessible to the reader – especially accompanied with the right tags and category.
With your blog appearing on social media prominently it gets your name out there – with the average person spending 3.5 hours a day on Facebook, Twitter, Instagram etc it is now the place to advertise and raise brand awareness. People on buses and trains no longer look around at billboards, they are always looking down at their phones scouring for fresh content to consume.
Make the blog post a reasonable length – when somebody clicks through to your blog post a post that is too short will make the audience think ‘is that it?’ and a post too long is a lot harder to digest than one is too concise.
Quality and not quantity is definitely the aim of the game with blogging. Provoke thought and express an explicit opinion – it is not totally detrimental – getting your audience to engage with their opinion and thoughts brings the customers closer together.
If the customer takes something away from each piece that you write then both the provider and the consumer of the content is a winner.
If you haven’t started blogging already – your writing skills may be a tad rusty, but the more and more you practice your writing skills then the more naturally it will come to you.
The Internet Marketing Academy
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