Once you’ve set up your business blog on a blog-hosting site such as Blogger, WordPress, or Tumblr, it’s time for the exciting part – publishing your blog’s content! Simply put, blog content is the written words you publish on your blog or your blog’s “posts.” Copyblogger.com takes this simple explanation further by explaining that content marketing is “creating and sharing valuable, free content to attract and convert prospects into customers, and customers into repeat buyers.”
The content on a business blog should always be closely related to the products or services offered by your business. By focusing on your industry and experience, you lead people to consider you an expert in your field, allowing them to trust you enough to do business with you. Be sure that your blog posts contain stories, images, articles, videos, and other material that directly correspond with the type of business you’re promoting. For example, an HVAC company’s blog would contain posts about tips for maintaining your HVAC system, video segments about how to replace air filters, infographics about record heatwaves, or other related information.
With a basic understanding of what content is and how to use industry-focused content on your blog to establish your business as a trustworthy, professional source of information, we can now move forward with tips and tricks for writing outstanding, interesting blog content!
Layout and Content:
- Take Notes. Once you have chosen a topic for your blog post, your first step should be to sit down to research and make notes about the subject at hand. Pinpoint specific subtopics you’d like to address within the post, draw visual aids such as idea maps and brainstorming charts to organize your thoughts, and take some time to fact check and investigate issues you may not be completely familiar with. Taking some time to layout your post on paper before your fingers ever hit the keyboard is a sure way to develop concise, accurate, well-planned content.
- Start with a Bang. Give a great deal of thought to the title of each post. Focus on simple, to-the-point headlines that will summarize the content contained in your post and grab the reader’s attention. Blog post titles are the first thing seen when your blog appears in an RSS feed or comes upon a list of search engine results. Keep it simple, make it interesting, and summarize the entire post in one sentence if possible!
- Open Creatively. Consider catchy, interesting ways to open your posts. The opening lines of a blog post are what a reader uses to determine whether to keep reading or move on to the next source of information. Focus on quality writing that is both attention-getting and attention keeping.
- Subheads. Since many blog readers are scanners of the posts they encounter, map out your post with subheadlines and bullet points where applicable. Subheadlines guide even the quick-scanning blog reader through your content by summarizing the subjects of each section of the post with a short, concise headline, typically written in a bold font just above the section they pertain to.
- Call to Action. A good blog post almost always ends with a call to action for its readers. Think about what you’d like your readers to do once they’ve read your content. Visit your website? Join the discussion by commenting on your post? Sign up for your business email list? Always offer readers a course of action that can be taken as a direct result of having read your content.
- Read it Over. Once you’ve put your blog post together, be sure to reread the content and add additional depth where possible. Often, after getting all of your thoughts down in a post, you will find areas where you could be clearer or offer further information. A good rule of thumb when it comes to web content is to read, reread and then read again! Before clicking “publish” and sending your post to live, make sure you’ve thoroughly reviewed the content you’re about to release.
- Proofread. While you’re rereading your post in search of areas where you can be more clear or elaborate on your words, be cognizant of your grammar, spelling, and punctuation. Make each read-through of your post a time of proofreading, seeking errors in spelling, grammar, punctuation, formatting, and spacing.