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Start writing a better blog - Community, control & communicate

Posted: 14 August 2013

Last week I celebrated my 16,000th subscriber to my blog, a pure organic list that has grown over the years. So what better time but today to share my tips for a better Blog, from SEO to Branding it’s all here to help you. For many marketers, engagement can be cited as little more than a buzzword. Opportunities to instantly connect with audiences have come to typically revolve around likes or retweets. Social media is an invaluable cog in the branding and communication wheel, but creating a deep-rooted, sustainable and creative platform for long-term engagement is better left to the wonders of a blog.

Trust helps you build your social media network and what better place to reinforce that but through a blog.  Facts are simple.. 82% of employees say they trust a company more when the CEO and leadership team communicate with blogs.  Once you have trust then you can increase your buy in for the service or product that your company provides.

Blogs bridge the gap between the static nature of a website and the disposable fluidity of social media. An active, constant flow of brand action and industry insight, a blog is a hub of interactive content.

There is a world of benefits to keeping an active blog, some of the key ones are;

  • Reflecting brand values.
  • Establishing influence.
  • Focusing on relationships between your goals and target audiences.
  • Advertising news, updates and industry expertise.
  • Generating leads and revenue.
  • Developing engagement and communication skills.

A blog ensures you remain active in the online sphere. Aside from maintaining a branded presence, blogging gives you the control and freedom to represent what you want to say, when you want to say it.

Build a Community

Different blogs tick different boxes. Developing a loyal following is reliant on providing audiences with an insight and personality unlike others in the field. If you can produce content that inspires and informs, you’re onto a winner. Regular readers have the ability to become your unofficial brand ambassadors so create content that is catered to their needs and wants, underpinned by your own business or branding goals.

Blogs offer these readers and audiences the perfect material for social sharing. Readers want to be part of a brand, they want its content to reflect their own personality and social or cultural identity. Centering posts around these mutual factors will influence and encourage audiences to share on your behalf, as well as track and follow the rest of your social activity.

The community you build around a blog are an invaluable source of instant feedback. Not only do they offer unadulterated honesty, they champion interaction and drive discussion forward.

Once a post is out there, its relevance and success are determined by its readers. Good bloggers take their cue from their community, they produce posts that challenge preconceptions, prompt conversation and encourage social sharing.

SEO

Right place, right time. If you’re looking to increase your search engine success, blogging is invaluable.

The more content you have out there, the more search-friendly you will be. There’s more to SEO (Search Engine Optimisation) than keywords and backlinking.

Keeping SEO in mind is a great way of honing your focus. How do audiences talk, share and search for you? What language do they use? These details ensure that your posts are consistency relevant to your readers and search engines, as well as uncovering new means of widening your scope, appeal and exposure.

SEO is also a handy strategic tool. Structure and strategy can aid in content effectiveness, and awareness of SEO practices can help you compose your blog posts. Focusing on headlines, subtitles and associated tags allows you to incorporate keywords into the body of your posts. Content is king so ensure you give yourself ample time to review, create and maintain this.

Branding

The beauty of a blog is the freedom and control to communicate your brand values in a direct, unique way. Advertising your expertise and establishing yourself as an expert builds trust, reputation and credibility. These strengthen the brand journey and invite audiences to be part of an ongoing process.

A blog can be the epicentre of your brand activity. From tips and advice to inspiration and insight, the best blogs incorporate every element of your business. Blogging allows you to work hands-on with your brand identity, experimenting with everything from tone to topics.

Creativity and engagement aside, blogging is a great way of enforcing routine and encouraging better practices. A pattern of Research, Write and Monitor is established that ensures you connect with your target audience on a regular and relevant basis.

Tips for better blogging;

  • Take note of subjects, opinions, trends.
  • Be active outside your blog. Contribute to the industry discussion.
  • Observe before you write.
  • Doesn’t have to be anything fancy, just good topics expertly discussed.
  • Own a tone and industry perspective before you start.
  • Be consistent.

Blogging is a constant learning curve and honing experience. The more you write, the more beneficial an endeavour it will be.

If you want to know more about “Blogging” or just whole heartedly want to disagree or agree with everything I’ve just said, then I’d love to connect with you. Find me on LinkedIn, Twitter, Google+ , Facebook, or drop me a quick email here!