Blogs and blog management are essential for your business. They allow you to easily and quickly update your site – which is good for Google & Bing as they rank sites that are regularly updated. It’s good for your customers as they see regular updates on your business, the market, advice and products/services positioning you as an authority and it enforces their original purchasing decision. It’s good for your prospects searching for hints, tips, advice and experts. Finally it’s good for attracting buyers. When someone is looking for a product, the key activities ae research and looking for answers to their problem. Blogs let you answer those questions and give advice on selecting (geared towards your expertise of course!).
But, managing a blog can be challenging, whether it is for your own business or managing the company blog. Engaging people with short posts can be difficult, and at times you may wonder if your blog is having any effect at all. We’ve put together a short guide on effective blog management and development, to ensure that both you, and your audience, are getting the most from your written content.
1. Update regularly
The purpose of a blog is to engage the audience, allowing them to discover new and interesting advice and information. By regularly providing them with content, they are more likely to return to your site. If you don’t post regular updates then people come and go quickly and return infrequently. Producing a regular blog update on a predefined schedule ensures your target audience return. Your schedule frequency shouldn’t be set by anyone but you. It needs to be realistic, achievable and stuck to! You know your business and how much time you can allocate to drafting, posting and publishing. If it’s every day, every week, every, 2 weeks or every month is down to you. As long as it’s regular and reliably published then you will generate traffic and search engine rankings.
2. Keep the content dynamic
No one wants to read about the same topic for ten blog posts in a row. The secret to a good blog is variety, keeping your audience interested and curious. Your blog posts must show variety – within your market – to ensure your readers don’t get bored. One of the best ways to do this on a specific website, such as an eCommerce site which only sells one product, is by focusing on topics from different perspectives and considering the wider picture of your products. Introduce market topics that relate to your products and service. Search for business or celebrity quotes on your market or solution and work an article around the quote and why the quote was right, wrong or an endorsement of your product. Think outside the square and when you’ve finished re-read it and check that there is interest value or excitement to grab visitors attention. (check out our article ‘why no one is reading your blog‘ for more thoughts)
3. Include calls to action
While your blog should be used to inform your readers, they should also be used to encourage the reader to do something. Whether this is to buy a product, contact your company or even to share their thoughts on the issue, this call to action should be made obvious and clear. It is well worth putting a direct course of action at the end of your blog for readers to follow, along with hyperlinks directing them where to go. Remember this is one of your sales platforms – you need to catch visitors otherwise you’ll just end up educating the market, which while fulfilling doesn’t increase sales.
4. Outsource your blog management
Blogs are so important that if you don’t have the time, inclination or creative desire, then you can let specialist manage your blog. It can be a great relief. It gives you the peace of mind that your blog is being developed by professionals, meaning that you can invest your time in more important things, like helping your business to grow.
Are blogs really that important?
At the beginning I said that regular blogs are important for updating regularly and the search engines like this, but a report by SEMRUSH in 2017 took it one step further by looking at the Ranking Factors for search engines and of the 17 points that they raised virtually all of them can be implemented with regular blogs. Making blog management even more important to stay in the search engine results pages as high as you can.
Effective blog management – where to find out more
(the call to action I mentioned earlier!)
If it’s all too much and you don’t have the time to write your own blogs, why not ask us to do it for you? We can write from 1 to 8 blog articles per month for your website, manage the uploading and SEO management on your website and posting on social media to maximise effectiveness. Blog writing services start from the very reasonable price of only £50 per article. Read more about our blog article writing service here and then get in touch with us to discuss how we can help.