- a personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis.
verb (blogs, blogging, blogged)
- add new material to or regularly update a blog:it’s about a week since I last blogged
- · [with object] write about (an event, situation, topic, etc.) in a blog:he blogged the Democratic and Republican national conventions as an independent
To Blog or not to blog? That is the question. You think you should, but you’re not entirely sure why, or how to go about doing it successfully. Sound familiar? Don’t worry, you’re not alone. Lots of our clients start off this way… and end up with fabulous, engaging blogs that deliver competitive advantage to their brands.
So for those of you who want to, but need a bit of guidance, here’s my quick and tasty recipe for a perfect blog (peppered with the obligatory food puns):
Content is King. It goes without saying that great content is imperative. In fact, I’d go as far as to say. Good content is well researched, well written and pertinent to the target audience. If you have something original at your fingertips then you’re at a distinct advantage, but if not, don’t fret. Just make sure that your take on what may well be a tried and tested topic exudes brand personality and adopts a perspective that resonates with your target audience.
The Perfect Title. The title should seduce your reader but also aid your SEO and therefore, your audience’s ability to find you. So whilst tongue-in-cheek, witty and hilarious titles are good in one sense (the reader seduction angle), unless you’re very clever, they might be counter-productive on the SEO front. If you can achieve both, that’s brilliant (and you can probably stop reading now as you’re clearly a blogger extraordinaire)
The Ronseal approach to an Introduction. I.e. It does exactly what it says on the tin. The internet reader is notoriously fickle, with an attention span only slightly longer than that of the proverbial goldfish. Your clear, yet simultaneously compelling title therefore needs to be followed by a concise, revelatory introductory paragraph.
Make the Format Accessible. Meander-y, verbose streams of consciousness may have earned Virginia Woolf literary adulation, but it doesn’t cut the mustard for the modern day blog. Language should be simple, easy-to-read and to the point.
Size isn’t Everything. Or length I should say. Between 500 and 800 words is perfect – long enough to concisely present your content, but not too waffle-y and snooze-inducing.
Invest in Aesthetic Appeal. It’s not shallow. Looking nice is important…in blogging terms at least. It’s an integral part of the user experience and another factor in the ‘you-versus-all- the- other -bloggers –out- there’ contest. Make your headers bold and enlarged, your key points stylistically pertinent and stay on-topic and on-brand. Add images to break up your text and illustrate your point. You can even throw in a video or two to really spice things up.
Let Your Brand Personality Shine Through. Don’t lose sight of why you’re doing this. Whilst your blog can (and should) be on a wide range of relevant topics that interest your target audience, remember your aim is to increase engagement with your brand. You want to create a brand voice that people want to listen to and want to hear more from.
Little and Often. Once you’ve started blogging, you need to make sure you keep at it. From an SEO perspective, the need for regular updates is obvious. From an engagement perspective it’s just as crucial to keep on keeping on. Once you’ve attracted people to your blog, you want to keep them coming back. Regular updates are the best way of doing this. I always find it disappointing when I check out a new website and their latest blog was months (or even years) ago.
With a bit of practice you should be able to knock up a simple, commentary-lead blog in an hour whilst a research-based blog might take you a morning. Given the resultant increase in engagement levels you can surely spare the time? If not, why not outsource it to professionals. Our blog-writing service is extremely competitive, costing from just £25/blog.
Here’s one I prepared earlier…
Well, I didn’t actually prepare them myself, and there’s more than one, but I’m sure you get my drift. Here are a few of my favourites to get your creative juices flowing:
http://www.goop.com (controversial I know but I have to confess I do quite like it)