Keeping the blog on your business’s website active is a terrific way to communicate with customers and potential customers. The blog is also a tool to ensure your site gets a regular injection of useful, informative, high quality content, something that the search engines will take notice of.
The copywriting tips in this post can help you build a business blog that attracts loyal readers and accomplishes big results for your business.
Create A Strategy Before Writing
- Determine whether you’ll aim for an editorial, informational, or personal blog
- Decide on a writing style: informal, formal, laid back, controversial, etc.
- Set up topic categories that are broad so you always have lots of writing options
- Decide the actions you want readers to take at the end of each post
- Set up ground rules for blog comments
- Establish a posting calendar so your readers always know when to expect new content
- Define your exact target audience
- Establish exactly how your target audience will benefit by reading your blog
Design For Easy Use And Readability
- Select an easy to read color scheme, avoid a black background with white text
- Choose a magazine style or two-column style blog format
- Decide on a readable font in an easy to read size
- Set up an RSS and email post subscription form
- Include social media links on the sidebar or header
- Add post categories to sidebar
- Add archives to sidebar
- Show recent posts on sidebar
SEO So Readers Find You
- Do keyword research to find the best keywords for your blog
- Optimize each post for at least one keyword
- Include your primary keyword for a post in the H1 tag and meta title
- Consider adding your keywords to H2 subtitles in your posts
- Begin your blog posts with your keyword when possible
- Use keywords in the filenames of blog images
- Add keyword tags and captions and ALT descriptions for your images
- Use customized URLs that include the post name
Tips For Writing Blog Posts
- Write blog posts less formally than your website sales content
- Use bulleted and numbered lists for easy readability
- Keep your paragraphs to five lines or less
- Short posts outperform long ones, so keep them to 300 to 500 words
- Only cover one topic per post for clarity
- Use images in your posts for easier reading and to emphasize points
- Create an outline before you start writing so you stay on track
- Always edit before clicking “Publish”
These tips will help you create a blog that achieves results because it’s easy to read and understand.
One question that needs to be answered early on is “who is going to write the blog?” A “message from the Boss/Owner” is attractive to consumers. Rotating the writing duties among members of your senior staff also works. Outsourcing blog writing duties can be an effective and economical strategy, but be sure to maintain contact with your writer. The writer may be putting in the creative effort, but when the content is posted, it is your company’s name on the page!