Successful blogging is a lot of hard work. Depending on the kind of success you’re looking for your company, a blog can provide the platform and an opportunity to showcase your company’s brand image, culture, and values while shedding some light on the services and products you offer. We are giving a list of few points to keep in mind while writing an effective blog.
- Authority
Your blog should be used as a channel to help establish authority through content that can add value to the industry you operate in. That being said, the way you set up your blog can impact the authority in some niches. Blog that is self-hosted is going to be the safest bet for everyone particularly because it is an extension of your website (your services) and should be treated just as professionally.
- Content
Depending on your industry and the frequency with which you’d like to communicate to your audience and publish, content creation can become a tedious task. The way forward is to stay creative and think like from the point of view of your users or end customers. You must understand the kind of content they would look forward to that would solve their problems and make their lives easier. What would entertain them? Most in fact all of these issues can be addressed by getting to the bottom of many of these questions and looking into their behaviour through site analytics. Google Analytics and AdWords van help in a big way to give you access to some keyword data.
One can also look at their competitors’ sites, social handles, your inbound Q&A, customized requests queries, and any other feedback channels you have. Simply by looking around, you will come across insightful records that will help you come up with new ideas.
- Timing
Timing is definitely not everything, but it surely is an important part of the content marketing space. It is particularly important today as we are flooded with information from social channels. Ideally, you want to find the time and day when your audience is available and willing to receive and share your content on various channels. This time they are going to be most active. The best thing to do is trying experimenting with different times of day until you completely understand what that ‘optimal’ time is. A tool called Followerwonk can help.
- Style
Make sure your message and your brand’s identity is being heard across various channels and your choices are intentional. Stick to one style of writing and do not keep changing every now and then. You may have different tones to your blogs, but it should be in such a way that they are all pivoting from one primary brand. While this may sound a bit limiting, it actually makes content easier to create as you have a good sense on how your brand persona would approach a particular subject or situation.
- Frequency
This is one of the most crucial elements. Once you start blogging, you must be regular. It is perhaps worse than never blogging at all. If someone is a frequent visitor to a company’s blog, he/ she look forward to the upcoming resource section for blogs. And it is disheartening to see that the most recent post is quite an old one. This gives the visitor a reason not to subscribe or participate any further. It is not required to blog every day or for that matter every week. Perhaps you can simply do a monthly industry roundup and that’s all. It is just to give a heads up to your audience what to expect.
- Engagement
You can say you have achieved some milestone when you see engaged audience. Posts really come alive when they start to see comments and conversations from the community. It should be moderated as comments left unchecked can be a golden ticket for spammers, who are crawling the Internet for opportunities to drop links.
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