Become more aware, there is always something interesting to write about.
Poor content leads to poor outcomes
This is the most critical part of blogging. When you start to create your blogs, take them seriously. You usually only have one, maybe two chances to gain the attention and interest of a potential customer.
Of course, if you use poor content to services your customers, your customer experience will not be conducive to good long-term relationships. Make sure your content is well-researched and high-quality, that it fits best practice guidelines and will be interesting to the target demographic by addressing appropriate topics.
If you write garbage post, you will probably never have another chance to win potential customers and win customers again. They can’t afford to waste their time with poor content.
Start today and improve your blogs and content marketing. Content marketing lifts your brand awareness and gets you a seat at the table in a competitive marketplace.
Allocate time to write. Writing doesn’t just happen like magic. You have to work at it in a consistent manner. What is the best time of day for you to be writing and what are the best days? Some people make an effort to write something every day and this can become a good habit.
Set up a writing schedule that includes future topics you want to write about and each time you have a new idea add it to the proposed title. It’s often harder to come up with ideas than it is to rewrite a blog.
Know your customers and prospective customers. You can’t be all things to all people. Analyse your target market or audience and break it down into discrete segments.
Understand and write about their problems, frustrations, wants and needs and how these things can be addressed. Align you writing with the customer experience in mind and in alignment with your purpose, vision and objectives.
Choose your topics. Write about things, places, people, products and services that are interesting and aligned with where you want to take your business, non-profit or community.
Create blog titles that will resonate with your target market. Once you have an idea of your content, and you understand your audience, it’s time to choose the title for your article. First impressions matter in the blogging world just as much as they do in the real world. If your title is lacklustre, common, or (heaven-forbid) boring, your potential readers will skip it. Even people who subscribe to your blog might decide to “read it later.” Guess what that means? They’re probably not going to read it at all. Thankfully, there are some very helpful tools to help you with writing your title.
“Writing about things that simply pop into your head might be fun or stress relieving but not necessarily goal achieving”. Peter Sergeant
There is a lot in choosing the right topic so choose your words, in a language you target audience will understand and that will invite people to read your blog. I make use of https://coschedule.com/headline-analyzer. It will rate your titles for marketability.
Write compelling introductions. You have a good blog to put forward, so you don’t want to lose people in the first few lines. Start with something that is interesting and engaging. Empathise with the reader, or offer to help them with a problem.
Use simple language your target market segment will understand, making it very clear why they should keep reading. You need to grip the reader within the first few lines and using ‘power words’ is one way to do it
Be consistent in your approach to blogging. Start small with a workload you can handle making sure you are able to remain reliable, practical, useful and helpful. You should be wanting people to rely upon you as a thought leader in your field.
When you are consistent you will find yourself going deeper into the subject matter and therefore able to be responsive as a thought leader. This is how to maintain long-term customer interest.
Build long-term relationships. Take time to work out the life-long value of customers and then you can create strategies to build those long-term relations along the customer journey. Here are a few simple strategies to get you started:
- Engage with your customers on social media.
- Genuinely read their content to uncover other useful ways you can help.
- Comment on their blogs with practical actions they can take.
- Repost their content where applicable.
- Back link to them in your blogs.
- Always follow-up and keep your promises.
Write longer blogs. It’s fine to have people click on a very attractive headline, but if there is no substance they are not likely to return or open your future blogs.
You will find longer posts can cover a problem well and longer posts are shared more frequently. Posts having the best results range between 400 to 2,000 words. Longer posts also offer more opportunities for backlinks and SEO keyword optimisation. A longer post allows you to make your the posts more credible.
Write about your value chain. Already present in your value chain will be interesting people products and activities to write about, particularly when it comes to customer service and support.
Your value chain is the thing that helps to support your business and make it grow profitably and sustainably, so write about the people and organisations who help you and in return, they will help you. Perhaps you could be the writer for some of the organisations in your value chain.
Structure, or format your content. Now that you have the perfect content, pictures, and title, it’s important to format your post in a way that most people will find appealing.
If you have a lot of information, break it up into bullet points or use charts. Use well-spaced headings and subheadings to break up the text into sections that can be skimmed more easily.
Some people might only skim your text. You should make it as easy as possible for them to do so. Don’t try and cram your material as it will make it hard to read. I utilise plenty of white space and use quotations to break up the text.
Make blogs and content marketing part of your business model. Your blogs and content marketing should not be an afterthought, or worse still you only do it because everyone else seems to be doing it.
Make your blogging and content marketing an important cog in your business model, where it can help to make your business work well all day every day. Remember some of your content should be directed internally to your stakeholders.
Answer people promptly. When people respond to you blogs, be alert and answer any queries they might have promptly. If you’re generous toward others, they’ll be generous in return. Most people who respond to you blogs will have a genuine need.
And just because you have answered the same query countless times, be careful not to put down or belittle the enquirer because they don’t know the answer. Perhaps you can create a database of frequently asked questions (FAQs) to help all your people to give consistently correct answers.
Add photographs and diagrams
A quality photograph or diagram can be worth thoudand words. Now that you have the perfect content it’s time to carefully place some diagrams and photographs. The important thing is to only use quality photographs and uncluttered diagrams that are relevant to the topic.
If possible use your own unique photographs and diagrams to get a message across. People notice and will pay more attention to your blogs and other content. There are many graphic applications to help you with your graphics. I use https://www.smartdraw.com.
Take time to relax and discuss your blogs and the images you use with your colleagues.
Optimise SEO. If you want people to see your post SEO will be important. SEO stands for ‘search engine optimisation’. It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. No payment is necessary, as it is with paid search adds.
Consider relevant hyperlinks you could add, as they will be factored into the SEO. Linking to similar sites will improve the SEO. Include keywords throughout the text, but don’t overdo it. Keywords are not utilised as much as they used to be.
The timing of the delivery of your blogs can be critical. When you prepare your writing schedule, you would be well advised to prepare a delivery schedule. What media will you be using and what will be the rate at which you will deliver content.
The important thing is to become a ‘finisher’. Half finished content is of no value to you or anyone else. If you are guilty of being a good starter, but a lousy finisher you have a very common problem they must be addressed if you are to become a good blogger. Try producing content a month ahead, there is nothing worse than trying to finish a blog at the last minute.
Measure the effectiveness of your blogs. Analytics tools are now commonplace. Perhaps start with https://analytics.google.com to measure the impact of your blogs on your website. Conduct regular ‘editorial meetings’ with your colleagues and supporters to discuss the impact you are having and ways to improve your blogging efforts.
Be prepared to revise and update your blogs. If you’ve been blogging for a while, you will have accumulated some old, stale content. But why should you care? That stuff is buried deep in the depths of your blog, and no one is going to see it anyway. Right?
The last thing you want is customers and prospects stumbling on a blog post you wrote months or even years earlier. Content that continues to drive traffic could be misleading and if the audience doesn’t bother to check the date on that blog problems could erupt.
In your scheduling allow for a consistent review of sensitive information. Most systems will allow you to do updates.
Warning: Consumers of your content might have no idea they’re reading outdated and possibly inaccurate and even potentially dangerous material.
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It’s easy to become caught up in the me-too culture of blogging that we seem to be living in today. If you’re lucky enough to be able to write, treat the opportunity with care. Focus less on what you can get out of your writing and blogging, and more on how to create value for your audience.
Share your work with colleagues and encourage them to make contributions. Building a strong network of supporters who know, like and trust you is far more valuable than most things you can do to improve your writing, blogging and content marketing.
Without content marketing and a strong brand awareness, your business, non-profit or community will be left fighting for scraps.