Blog upkeep is something that most reputable digital agencies will encourage – not only are frequent blog posts good for SEO, but they help maintain your company image. Your blog should be interesting, engaging and reflect your brand personality. Here at Alpha, we like to write blog posts about current digital trends, thereby ensuring that they are as relevant to our audience as possible.
Even though we are blogging about blogging, we won’t try and claim that our posts are perfect. We dream of living in a world where there’s enough time to construct a flawless 400 word piece every week – but unfortunately that’s not always a reality. Despite this, we honestly believe in the power of the blogosphere, and we’d encourage you all to try and make some time every month to sit down and hash out some ideas with your team. If you find that you still don’t have the time to keep your blog fresh – give us a call! Our team members are full of great ideas and can ensure your content is updated on a regular basis.
Topic: SEO comes first
What a surprise, our first tip is search engine optimisation related! In all seriousness, we’d definitely recommend choosing a niche topic to write about. In recent years, optimisation focus has moved away from specific keywords and towards quality content. You want to write about something that will be highly relevant to your readers, and ensure that it is discoverable through search. Try picking a particular topic and then using words throughout your blog post that are specific to that topic/your target market.
e.g. if your topic was “Small Business Website Content” you would be wise to use words such as “small business, small business ROI, small business SEO, ecommerce for small business, WordPress for small businesses” … you get the idea
Headline: call to click
Headline strategies are a dime a dozen, and there are many articles out there telling you how to write a good one. Good headlines include adjectives/adverbs, reference your niche topic and hold a sense of user-targeted intrigue. Here are some examples of strategic headlines:
- “How To Easily Optimise Your Website Content”
- “5 Ways To Create Mind-blowing Content”
- “A Flawless Content Strategy for Small Business Owners”
These all employ psychological tricks that engage the user, increasing the likelihood of them clicking your link. Remember to ensure your headline isn’t too long. To avoid the dreaded “…” on a search engine’s results page, your headline should not be more than 66 characters.
Images: they’re worth 1000 words (seriously)
Photographs and diagrams add incredible value to your content. Use them! Not only do they appeal to those who prefer to absorb information visually, but they help make your post more aesthetically pleasing as well as break up chunks of text.
Introduction: hook, line & sinker
The first few sentences of your post are key, if you don’t deliver something exciting in the introductory paragraph you’ll have users (i.e. potential clients) bouncing straight away. Storytelling, humour and insightful statistics are great ways to keep your reader scrolling.
Subheadings and Lists: break it up & break it down
The majority of Internet users scan content, and so it is vitally important to make sure you’re not creating block upon block of wordy text.
“I don’t have all minute” – today’s Internet user
Some of the best ways to appeal to people who scan are:
- Use bullets or numbered lists to break your content down
- Use subheadings to break your content up
- Bold important words/phrases
- Use block quotes
Content: make it useful & unique
Good content is useful and unique. And if you’ve picked a niche topic, everything should flow from there! Post length is completely dependent on the topic – a solid post is usually comprised of more than 300 words. Keep in mind that your clients are busy, and so don’t pad your post out for the sake of it. Finally, remember to include a meaningful call to action – internal links are a great way to do this.
So, there you have it! We’d like to think that this is Blogging 101; follow these steps and hopefully you’ll find that content creation becomes a little more interesting (and lucrative!)