You say you’re new to this blogging thing and it’s freaking you out?
We understand. It’s a daunting prospect being entrusted with a company’s digital success.
But you’ve come to the right blog.
In any given month, our team writes more than a dozen blogs – not only for ourselves, but for a roster of diverse clients and subjects, from cybersecurity to horticulture to medicine, and beyond.
Along the way, we’ve learned a few things about what works and what doesn’t.
So before you pull up a chair and fix your eyes on that cold, blank screen, take stock in the following seven blogging tips. (And take heart – every blogger on the Internet was in your shoes at one time or another.)
1. All blogs should directly serve company growth
That’s the reason you started writing this blog to begin with. So make sure to include industry-specific questions and concerns that are of interest to potential customers. If you’re not sure what purpose your blog should serve – talk with your employer about long term goals, or poll your coworkers.
2. Get organized
First, zero in on your topic – then keep adjusting that focus. Specificity will attract a more nuanced audience, which typically translates into more leads and conversions. “How to Blog,” for example, is far too broad – but “7 Blogging Tips for Inexperienced Writers” gets you much closer to your goal.
Also: don’t resort to a brain dump of information. Stream-of-consciousness works for brainstorming, rarely blogging. It’s bad form that no one will take the time to read. After deciding what style you want your blog to take (How-To, Top 10, etc.), try creating an outline. Getting your ducks in a row helps to establish a tone and flow for your blog.
Finally, break your main takeaways or lessons into manageable, bite-sized chunks and introduce them with distinct section headers. Not only does this make your blog more pleasing to the eye and easier to parse, but it will help you concentrate your efforts.
3. Write conversationally
This isn’t a college thesis, and you’re not composing a text book. You’re attempting to engage customers – human customers – and bring them around to your way of thinking. So make your blog easy and enjoyable to read. People respond to a certain cadence in writing. Aim for approachability, and don’t be afraid to infuse a small measure of your own personality. Use layman’s terms, try a play on words, and use an occasional splash of humor if it fits with the personality of your brand.
4. Use stats, figures, charts, and other data
Back up your claims with hard and fast evidence, and cite sources when appropriate. Statistics show that 81% of U.S. online consumers trust information they read in blogs. Make certain to earn this trust by doing your research.
Charts and graphs are not only a great way to showcase your findings, but they also provide a visually dynamic means of breaking up your content. Under the right circumstances, they can even be used to inject a jolt of personality into your blog.
5. Write “evergreen” blogs
Named after trees that never lose their luster, “evergreen” topics are those that are continuously relevant and of interest or value to readers – like recipes or how-to guides. They’re timeless. Evergreen blogs can help to drive long-term SEO, and you can keep them in steady rotation via social media.
6. Blog and blog again
Consistency is the key. Not only does frequency foster increased traffic and better opportunities for lead generation, but when you’re just starting out it helps you to establish a regular routine. To avoid a rut, map out a year’s worth of topics in advance using an editorial calendar. Then it’s just a matter of sticking to the schedule.
7. Don’t be a perfectionist
There’s no such thing as a “perfect” blog.
If you look hard enough, there will always be something that could be tinkered with, tweaked, amended, or adjusted. The longer you keep whittling away at your work, the more disingenuous it begins to feel. Instead, check your facts for accuracy. Run a spell-check. Proof your work. Ask others to do the same. If you’ve done your due diligence, and you’ve covered the points you intended to cover, hit publish and move on.
If these suggestions still haven’t stirred your inner-writer – no worries. Contact IMPACT Marketing & Public Relations. Our in-house copywriter has experience writing for a number of industries, and can help generate exciting new content for your site.