Most businesses are now at the point of realising regular blog posts have become essential.
// Blogs increase your SEO/organic reach
// They provide additional content on your social pages
// Cross-promoting your blogs will drive traffic back to your site
// They showcase your product or service in greater detail
// They allow you to build a deeper relationship with a potential customer
// People are researching before buying – blog content is a great way to keep them on your site and hopefully, doing what you want them to do
Blogs turn your website into a traffic magnet if you’ve got great content that is optimised and shared across your social platforms to grow your reach.
Basically, blogs are another type of SEO. If you’re not doing paid search – and not everyone should – then blogs are the way to go.
The biggest blocks I’ve observed to regular blog writing is a lack of time, writing ability and/or what to actually write about. It makes sense, because while I might be a professional blog writer, someone else’s speciality may be in accountancy, or electrical services, or fashion design.
I am a creative and maths is NOT my forte. I would never do my own accounts because I don’t want to and I don’t want the pressure – but sometimes we have no option and we have to do it ourselves.
If this is your current situation and you can’t afford to outsource your marketing or copywriting, but you need help with your content strategy, below are my top tips to help you get writing your own blogs.
1. Find YOUR Voice
One of the reasons people dislike sales people is because their approach is usually so inauthentic.
Being authentic is really important, if someone has taken the time to read your blog post, don’t lose them in the first sentence trying to sound like something you’re not.
Spend time finding your own voice – don’t copy other people’s styles. Define what you are about and stick with it.
2. Don’t Sell
It’s a hard one because of course you’re trying to sell something. At the same time, people trust you enough to provide good information in your blog, so deliver it to them. A hard sell can be done on your site, or with your remarketing, or when you close them in person.
Use your blog to slowly introduce reasons why someone should seek out your product or service, offer free advice, free downloads, content they want to share with others. Win win.
3. Solve A Problem
If you know your customer, you know their pain points. If you repair electrical appliances for a living, you know your market is mostly landlords who don’t want to spend a lot on repairs but also don’t want to spend a lot more on replacing the thing entirely.
So give them some tips – and reinforce your solution. ‘If all else fails, Norwest Appliances offers fast service at reasonable prices – call us and we’ll let you know if we can help to save you the callout fee.’
4. Keep Going
Consistency is the key to blog success. Over on our Insta page we’ve shared some good stats gleaned from being Google and Hubspot certified. One of these tells us websites with over 51 blog articles see a 77% increase in leads.
(We’re just going to nerd out a little and say competing research says the magic number of blogs is 55, but we think 51 does the trick.)
So what does this mean? If you’re serious about your blogs, you’ve got to get serious about your blogs. You need a lot, and you need a good strategy behind them.
A great way to get your name out there is to write guestposts for other websites where your content adds value and in turn, grows your audience by reaching someone else’s.
Make sure you always include a Bio on you and website link back to you – MindBodyGreen does this really well. If someone isn’t keen on this idea and they’re not paying you for your content, you’d have to give some thought to whether it’s a genuine opportunity for you.
6. Stay Snappy
This format is really popular on LinkedIn at the moment for some reason – also a place where a lot of blog content gets shared.
You don’t want to write in Haiku but you do want to keep it pretty sharp and to the point, especially as more people read website copy on mobile than desktop these days.
7. Always Hope – Never Expect
Blogging takes a while to deliver. If you get hung up on the stats and set unrealistic expectations, you’ll be disappointed. Remember your blogs as a business are there for the reasons we listed above – not the vanity metrics of Likes or Comments.
Those things are nice but I’d prefer a phone call from someone interested in using our services over 100+ Likes any day.
8. Proofread and Edit
Proper grammar, punctuation and spelling are yes, unfortunately, key. You need to proofread before you hit send.
One suggestion is to write, spellcheck and edit, then walk away and come back to it 24 hours later and proofread and edit again with fresh eyes.
We hope this has helped. We know writing blogs is one of those things you know you should be doing but don’t actually do.
Just do it.
Even if you only write five before engaging a professional for you, that’s enough to get some base analytics back on how they worked and what they did.
It’s what we ask for when a client approaches us to write for them, and also, it helps you justify the cost when you’ve done them yourself but as suspected, you actually don’t want to do them.