So, you’ve decided that your business needs a blog to keep it current, to get its message out there, to make sure the web knows just how brilliant your product is.
Writing a blog is easy. Anybody can do it. That’s not to say that there aren’t a number of potential pitfalls that young blogs suffer from. This blog post, on how to write brilliant blog posts, will try and help you and your business avoid the mistakes others have made. And, hopefully, make none of them itself.
Firstly, keep your sentences short. Make them snappy and easy to read. Most of us are very busy and, often, we’re reading on the bus or the train. Short, concise sentences get your point across quickly and easily.
That’s not to say that long sentences have no place in your blog. But use them sparingly and only when appropriate. That said, if a long sentence says it best, well then, there’s no arguing with its appropriateness.
Secondly, keep your content varied. This is important for two reasons. One, duplicated information on your site’s different pages will be picked up by search engines. If your content is duplicated your search engine optimization will suffer. You’ll fall further down in Google’s rankings.
And two, your blog is your hub, it’s the meeting place for your clients and followers. They’ll keep coming back if they are kept entertained, if your content engages them. And it will stop engaging them if its just more of the same.
Thirdly, put some thought into the titles of your blogs. That’s not to say that you should overcomplicate them. They should still be short and to the point (your SEO suffers if a blog’s title is so long it can’t be read in its entirety on the webpage). But you should be sure about what your blog is about and make sure your title accurately reflects that.
If you’ve ever clicked on a link when you were scrolling, try and remember what its title was. Like as not, it was simple and snappy. For some reason, we like lists. ‘Five reasons why …’ and ‘Great tips for …’ are great examples.
Always (when you can) use keywords in your title. It seems simple enough but often you’ll find that your blog posts, because they are trying to be varied, step away from your industry’s interest base. If that’s the case it can be hard to fit your keywords into the title.
Try but don’t shoehorn. If the words don’t make sense in your title then leave them out. If you don’t, your blog may start to look disorganised, or too much like advertising.
Lastly, think about the length of your posts. If you’ve reached this point and found that you’re bored then you know why. There is an argument to be made for short articles that get to the point and leave the reader entertained. There is also an argument to be made for content-plugging, long articles that are great for SEO.
Which of those you are writing will depend on the subject matter. So, think it through.
Now, go on. Start writing.