6 easy blogging tips

In today’s digital-driven world, every brand and business must have a blog. All your customers are online so if you’re not blogging, you’re missing out.

Blogging is one of the most effective ways of promoting what you do. It is not necessarily a direct selling tool, but with the correct strategy it is a highly efficient way of connecting with people who are interested in, or actively searching for, the very products and services you specialize in.

So no matter what business you are in, you need a blog. Which of course means you need to be able to write a blog. But not everyone is a writer. Even in the communications industry, very few people actually have the words ‘writing’ or ‘content’ in their job description.

So, if you are struggling to write a blog, or if you’re trying to improve your blogging skills, here are six essential building blocks that should help you on your way.

Generate your list of topics

Unless you’re an experienced copywriter, the prospect of taking over or starting a blog can be daunting. What are you going to write about? That’s your first step. Start by sketching out a rough list of topics that are relevant to your target audience. Brainstorm further topics with co-workers, again with a hard focus on what is going to bring traffic to your site. If you’re aiming for one blog per week then you should start out with at least a dozen topics – enough for three months or so.

Make writing part of your routine

It’s important to keep the blogs coming as regular posts will encourage people to return to your site in search of fresh content. So, you’re going to have to be disciplined and determined about how you go about your writing. Many PR copywriters find that mornings are the best time to get the pages filled – set aside one or two mornings per week, open your thesaurus and shut out all other distractions. And the best way to start writing? Just write! Get the first sentence down and more will follow.

Adjust your tone accordingly

We’ve written extensively about tone of voice and it’s a hugely important part of all writing, including blogging. Your tone is set by the words you use, which create an impression on the people who read them. Naturally, you want that impression to be good so it makes sense to choose your words carefully. Words that convey values like honesty, passion and understanding are what you’re aiming for.

Know what you want to say

There should be a key point at the heart of all your blogs – something designed to help your audience in their job or make their life easier. You want to make sure that key point is coming through loud and clear, no matter how long or short the blog is. Ask a colleague to read a draft and sum it up in a sentence. That will tell you if you’ve hit the mark.

Understand your audience

If you know your subject inside out, chances are you know who’s going to be reading about it. This will help you decide how much detail to include; what topics and angles to focus on; what to leave in and what to leave out. Always try and put yourself in your reader’s place before, during and after you’ve written your blog.

SEO for a better hit rate

Once you’ve written your blog, you want to give it the best possible chance of getting picked up in the vast ocean of online content. That means optimizing it! Here, you can use a combination of keyword research, link building, tags (meta tags and alt tags for images), deep linking, social sharing and all the other tricks of the SEO trade. Go through the process meticulously each time and you’ll reap the rewards.

Where do you get your ideas?!

Finally, it can be hard to come up with topics and ideas for blogs so try and get in the habit of always being on the look-out for fresh material. You can even use an old-fashioned notebook to jot down ideas and observations that will help. Finally, remember that the more you practice, the better you’ll get!