21st June 2018

By Richard Voisey, Business Consultant, Nwes 

It wasn’t that long ago when if you wanted to distribute the word to an audience, your basic choices were published books and magazines, articles or display advertising.

Publishing is so easy and instant today. Anyone can set up a blog page, whether it be via a meaningless ramble about anything on a social site such as Instagram, a review to a piece from a critic or keyboard warrior or as a dedicated page on a business website designed to add value for customers and attract new ones.

I want to focus on the later option and provide several considerations to give your blog improved changes of providing an improved return on your investment of time and money.

The History

A blog is fundamentally a ‘web log’ launched in the early 1990s as an online journal for individuals to publish thoughts and stories on their own website. Bloggers then shared their blog posts with other internet users. Blog posts used to be much more personal to the writer or group of writers than they are today.

Benefits

People and organisations manage blogs to share analysis, instruction, criticisms, and other observations of an industry in which they are hopefully either an expert and possibly an enthusiast.

Tip No.1- Know your audience

  • Have a clear understanding of your target audience.
  • What do they want to know about?
  • What will resonate with them?
  • What are their interests?
  • Should it be a more casual, personal one to a more business-savvy, networking-focused approach.
  • Market research will tell you what customers want?

Tip No.2 – Integrate your blog into your website

  • A quality blog will help site visitors to get to know your company because it showcases your culture behind the business, today expectation is that websites have blog pages.
  • The blog content with benefit search engine optimisation (SEO) as the new content is recognised by the search engines.
  • It develops the brand.
  • With a good call to action (CTA) via email opt-in, content download, purchase opportunities, performance of the business will improve.

Tip No.3 – Create the right impression

  • Ensure that your blog page is consistent with this existing website, both in appearance and subject matter with logo, style, colour and formatting.
  • Use visuals – appealing and relevant image for your post.
  • Content with relevant images receives 94% more views than content without relevant images.
  • Pay close attention to copyright law when selecting visuals, there are sites that offer free images to assist you.

Tip No.4 – Make the content easily digestible

  • Ensure the content is formatted and visually appealing blog post.
  • Use headers, sub-headers, numbering, bullet points, bold text and font changes to break up large blocks of text – without overdoing it!

Tip No.5 – Potential content

  • The subject could be what you should do or what you shouldn’t do. – ‘What you must include in a blog’ or ‘What you must avoid when producing a blog’
  • The headline could be thought provoking ‘Are your blogs reaching your audience?’
  • Directed to a specific audience ‘Blogging tips for beginners’ or ‘Blogging tips for Marketeers’
  • Time driven ‘The best blogging tips for 2018’

Tip No.6 – The path to success

  • Your image should resonate with overly-sensitised mind of the reader by giving a trigger to grab their attention.
  • The headline will back up the image to reinforce their attention.
  • The sub-headline or first sentence will keep the attention to read further into the article.
  • The body copy will provide features and benefits to the reader.
  • A call to action will complete the piece.

Tip No.7 – Don’t forget

  • Make sure the website and blog content are compatible for mobile devices such as tablets and phones.
  • Ensure the content is independently proof read.
  • Ensure sharing platform is visible to make it easy for the reader to share.
  • Provide anchor text which links the blog to other relevant areas of the website which assist the reader with navigation and the call to action.

 

To find out more about starting or running your business, call 0845 609 9991 or visit www.nwes.org.uk

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