BrightHaus Digital Marketing Agency

Blogging for Beginners: What You need to Be Successful

March 6, 2019

Blogs are by no means a new marketing tool, but they seem to be making a comeback. For some time, the video-blog, or vlog, was taking a front seat for content, but recently written blogs are becoming popular again. The most successful blogs include a variety of material and media and invite consumers to read about hobbies and interests relevant to them.

While blogs have been around for ages, not every business owner has tried their hand at keeping one active. Starting from scratch is daunting and requires a bit of research for topics and keywords. If you’re new to the game, here are some tips on how to create a blog that works for your business.

1. Audience Input: The first step to any successful marketing campaign is knowing your audience and a blog is no different. Before you see any results in traffic or conversion, you’ll need to determine what your readers are looking for. Obviously, this content also needs to be relevant to your brand in some way. For example, if you’re a residential contractor, your readers are or will be homeowners. Knowing this you can build a storyline around what they’d like to see. For example, “5 garden tips to increase curb appeal”, or “7 plumbing secrets to keep your pipes from rusting.”

2. Diverse and Engaging Content: Your content should be focused, but it must also attract a reader’s attention, and that takes more than just common interest. The materials you post should be diverse in context and mediums. Multi-media publications, such as pictures, infographics, and videos help make a basic blog seem more interesting, unique, and attractive.

Mix things up by never posting the same style of blog twice in a row. If you do text-only one week, try a video blog the next, and a photo diary the week after. Whatever your schedule, readers will come to know the pattern and you’ll see which are most popular based on analytics.

3. Search Engine Optimization: SEO is the backbone of any digital campaign. Google search has become a mainstream source of information for anybody and everybody. To gain the largest audience possible, you want a good rank through search engines. To get this, there are some basic algorithms to follow. One thing you can do to improve rank is include well-researched keywords in your content. These words or phrases are used by consumers seeking out your product. When someone looks for, “best makeup for prom”, if you have a blog post which mentions the best makeup for prom, it has a better chance of showing up in the results than a blog without these keywords.

Search engine optimization is about more than just keywords. You also need to consider the regularity at which you post content, how long your blogs are, how much traffic your blog sees, and more.

4. Mobile-Friendly Graphics: Mobile phones have become a prime resource for viewing the web. This means if your site or blog isn’t mobile-friendly, it could miss out on some action. There are many ways to make your blog better viewed by smartphones. One is tailoring your visual content to fit and load more conveniently. Large photos, primarily those that are spread in wide horizontal views sometimes obstruct sites from loading correctly on phones and tablets. Square is the best shape for most mobile viewing.

The size and location of your media also makes a difference. Using third party sites like YouTube will help your video load more quickly. Smaller file sizes for photographs also load more quickly than large ones.

5. Social Engagement: A blog campaign is nothing without social engagement. The biggest reason for a blog is to draw traffic and increase conversion. How do you know consumers are interested in what you’re writing if they don’t respond? Encourage customer interaction by using content which invites discussion, hosting contests and commenting back.

Replying to reader comments, whether negative or positive, helps improve the outlook of your blog. Not only does it look good to Google and other search engines that internet users are interacting, but other consumers will notice as well.

6. Recycling Content: If you’re new to blogs but an old pro at business, you probably have tons of content floating around the web. Don’t be afraid to repurpose some of these posts in new ways. Of course, copying and pasting is a no-no, but consider turning an old DIY advice column from Facebook into an infographic, or using ideas from a Q&A on Twitter to create a video.

One of the most difficult things about blogging is finding new ideas for blogs every day or week. Using all the information you have from past posts will help fill these gaps when writer’s block takes hold.

Blogging is a bit of an art, but once you get started, you’ll notice posting gets easier. Part of the struggle is simply finding the time to update everything you manage, including social media, blogs, and website content. Using an external automation tool schedules your postings and gives you more time to focus on the content.

The best part of a blog is the longevity it adds to your website and brand. The longer a blog has been active and regularly receiving content, the more authority and seniority your blog gains within its industry. In the land of digital marketing, content is king, and there’s no better place to post content than a blog.