Although blogs are often considered to be part of content marketing, their interactive, highly sharable format also places them firmly in the social media category. Business blogging, however, requires writing strategies that are somewhat unique, setting the format apart from traditional social media sites such as Facebook and Twitter.
Creating your own blog is a great way to interact with potential clients and draw in leads. As you build trust with your audience, a blog can help to position you as an expert within your field. Building awareness, providing education, and showcasing your knowledge can all be great assets for your business. As you start your own blog, keep the following five tips in mind.
1. Find the Right Length
What’s the ideal length of a blog post? The answer, as it often is, is: it depends. In your industry, consider your reader demographics and content topics. As a general rule, blog posts should be at least 400-500 words in order to be effective for search engine optimization. From there, it’s up to you knowing your content and your readers.
Does your target audience prefer smaller chunks of information, or would they rather sit down and read longer in-depth posts? While there is no consensus of the maximum length, keeping your post to a limit of about 1,000 words is a safe bet.
2. Incorporate Relevant Keywords Wisely
Unlike other social media posts, blogs have the potential to be powerful tools in search engine optimization—particularly if your blog is hosted on your website. To gain the most benefit from this, use keywords and phrases in your posts that searchers might use to find you. For example, if you’re a technology consultant based in Miami who specializes in enterprise networking, writing posts that allow you to use those keywords can help bump up your blog in search engine rankings.
3. Offer Content that Provides Value
On the surface, the goal of your blog is to promote your consultancy. However, simply talking about yourself with overtly self-promotional posts is a surefire way to create boring content that will discourage readers from coming back.
Instead, focus on writing blog posts that are relevant to your consultancy and industry, but offer readers something in turn for their continued patronage. This type of writing can take the form of “how-to” posts, blogs about the latest news and developments in your industry, or tips and tricks related to your field.
4. Make it visually appealing
Have you ever come across a blog post or article that looks like one long page of words? Content that is not properly divided or spaced can deter people from taking the time to read it. Make use of bulleted and numbered lists, and format your posts with headers and sub-headers.
Be sure to back up what you say by linking to relevant research or related posts you’ve written. Including images, video, or infographics where appropriate can also help keep readers engaged. Lastly, make sure to thoroughly edit and proofread before making your post live.
5. Include a call to action (CTA)
At the end of your post, include a CTA that tells your readers what to do next. Maybe it’s encouraging them to subscribe to a weekly newsletter you write, read a related blog post, or download your e-book. The CTA should relate in some way to the topic of your post so readers will find it valuable. Including a CTA can help to generate leads and gather information about your target audience.
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