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Blog Basics

February 2017

How to start Your Business Blog

Here you are again, feeling that obligation to write something so that there is something new on your website. A blog. Over and over experts in the digital playgroup keep reiterating the importance of a blog as part of your digital marketing strategy. It isn’t that you don’t understand the necessity, it is just that nagging notion, “What do I have to say?”
Never fear, you can blog more to help your business than you realize, and here are a fews suggestions to get you started.

What is a blog?

By definition, a blog is a regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style. There are three blog rules to keep your work relevant and effective. First, plan on regular updates. Find a schedule that works for you. Once a week, every other week or once a month. The key is to maintain a consistent schedule and stick to it. Second, establish a “blog owner” or manager who’s responsibility it is to maintain and/or coordinate postings and distribution to your social media outlets. Third, determine and maintain a consistent style or voice that is relevant to your brand. Whether you’re just starting out blogging or you’re just trying to improve your existing blog, these three components are key to making any blog that thrives.

How often is regular?

Writing a blog to post every once in a while is a good start, but it’s not always enough. Especially if your business goal is to improve your digital presence over your competition. The purpose of a business blog is to create new and relevant content for visitors to find of value, which in turn can become a business lead. The best practice is to establish a consistent schedule and set aside time to create a blog post.
As far as subject matter, ideally, you will want to write a post that represents not only your brand, but subjects/services that fall within your business. Updates about new services, create a top 5 tips for commonly asked questions. Then, establish a standard time and day for your blog to go live and stick to for every future blogs as well. Maintaining a consistent schedule will not only attract viewers but help with your site SEO.

Why designate a Blog Manager/Author

We’ve all had the thought that there just isn’t enough time in a day. Everyone gets busy, and some times you have to put the more important things first. Designating a blog manager as an assigned coordinator/author will help your blog become consistent and relevant to your business activities and marketing needs. It is a best practice to use keywords within your blog posts content that to represent your brand as well as meet your designated keyword search terms. Consider hiring someone who is not only capable of creating quality content, but who also knows how to represent your brand in a positive and educated way.

Writing Style

Everyone has a different voice, and every voice shines through differently when it’s written out. Every writer has a unique voice, but also needs to be able to adjust to appeal to the intended audience. If you recall, this post mentioned an informal or conversational style. Consider how “informal” you want the blogs to be and adjust the style accordingly to meet your audience. A business blog will still be conversational in nature, but not so informal as to seem uninformed or glib. Remember that your writing style is what people will associate your brand with, so choose topics and style that follow and compliment your brand.

How to Generate Blog Topic Ideas

First, as we have said in the past, think about your brand. What are the products or services you offer? Which client questions do you answer most frequently? What are current industry trends? From there, break your ideas into keywords and long-tailed phrases. Keywords are crucial to building your SEO because these are the terms users are enter into the search engine to locate relevant information. For example, think about what words you would search to find a web design company. Perhaps you would use terms such as, “web designers near me, web design, or web design company.” Those searches are the keywords and phrases you would want to use within your blog subject relating to web design companies.
Next, brainstorm ideas. This is the hardest part about blogging because you will want to consider strong topics that not only give valuable information, but are also interesting to the reader. Make a list of ideas and pick the best ones to start out. Another idea is to write about an idea you know the most about. Always research as well about what others are writing in the topic and quote when necessary your references. Once you start publishing blogs, you’ll find it easier to come up with more ideas and topics that relate to your brand.
The last thing to remember is to keep posting. Staying consistent with your updates and posts is how you keep your audience entertained and informed. The more you post, the more opportunities you get for people to see your brand.

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