Research shows that 77% of internet users regularly read a blog – but does that mean your business needs one? 

If you’re thinking about setting up a blog for your business, you need to have a clear idea of what it is you are trying to achieve. A blog is a space where you can share information on your business: opinions, listicles, promo pieces and anything you like.

If this is something that is important to you, then yes, we would recommend having a blog. However, it’s important to bear in mind that a blog is a commitment. You should probably aim to post content at least once a week, so start by making sure you have the resources to do so.

If this sounds like something your business could benefit from, here are our dos and don’ts of running a blog for your business.

Do think about the goal for your blog.

If you’ve decided that you want to start a blog, the first thing you need to determine is why. What content are your readers going to get from you that they can’t get anywhere else? What expertise are you going to bring to the table? What value are you going to add to their lives? Once you’ve got a clear idea of your goals, then you’ll be able to understand what sort of content you need to roll out on a weekly basis.

Do vary the content on your blog.

As we mentioned earlier, 77% of internet users read a blog post at least once a week, with an additional 78% of users who watch an online video every week. With that in mind, we recommend experimenting with different formats for your content, so you can target all members of your audience depending on their preferences.

Do think about the length of your blog posts.

Research shows that search engines rank articles of 1,500 words best. On the flip side, readers tend to prefer shorter blogs of around 400-500 words. To tackle this, we advise frequently switching up the length of your blog posts to please Google and your readers at the same time.

Don’t underestimate the importance of search engine optimisation (SEO).

If your SEO is working, then it should help your blog rank higher on Google and reach a wider audience. In order to achieve this, you’ll have to do some keyword research. Luckily, there are a number of tools that can help you out and we’ve provided some suggestions right here:

  • Google Search Console – Got a website that’s up and running? Use the tools in the main dashboard to keep track of ad and keyword performance.
  • Google Trends – This nifty tool lets you type in a keyword phrase to identify search data, compare and contrast keywords, and narrow down your analysis to specific locations.
  • Semrush & Moz – These two platforms are the heavyweights of online SEO. Both offer subscription services but also give users limited, but free access to some of their tools like domain analysis and keyword data.

Don’t use clickbait.

A clickbait-y headline is great for getting clicks and attention but adding value to your audience’s lives is far more important. Your readers are more likely to remain loyal to your business if you regularly provide them with useful information instead of luring them in with clickbait – which will only disappoint.

Don’t be inconsistent.

People are creatures of habit and love establishing a sense of routine. In the same way that you might look forward to buying your favourite magazine every month, people will come to look forward to your blog post every week. If you stick to a post schedule, people will begin to anticipate your content and ultimately, click and read it.

We hope you’ve found these tips helpful. Subscribe to our newsletter to get more insights delivered straight to your inbox!
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