Do you know how to write a blog? Writing one is easy, but writing a good one is another thing entirely. We write loads, so we thought we’d put together some of the key things to consider when you decide to write a blog.
First things first… what is a blog?
Simply put, a blog is a tool designed to help you develop an online presence and directly engage your audience through writing. It’s usually a series of editorial content built around a central topic or theme to demonstrate industry expertise (at least for businesses.)
Blogs can also be a major part of a marketing strategy and a great way to drive organic traffic to your website through search engine optimisation (more on that later.) There’s no right way to write a blog, but there are a number of ways you can go wrong, so we thought we’d put together some helpful tips.
Our top blog-writing tips:
Whether you’re writing blogs about your business, sustainable fashion, the London street food scene, retro football kits or your pet dog, a blog should always add value to your readers’ lives. If you want people to read your work and - even better - share it, there has to be a hook for them to relate to, and the blog has to address that hook in a meaningful way.
Before and during the writing process, always ask yourself:
Another question to ask yourself: what’s the life-span of this blog? Evergreen content remains ‘fresh’ and relevant to people regardless of when it was written. This is good for SEO purposes.
Topical content (news articles, reaction pieces, statistics-driven blog posts and seasonal articles) have their place, but you should aim to produce content that will attract repeat readers.
Common evergreen formats:
You’re a human, and your readers are human, so write like a human. Not that you’ll actively try and write in an ‘inhuman’ way, but it’s easy to neglect this when writing blogs.
Write conversationally and make your writing easy to read and people will want to read it. Be careful not to overdo the slang/colloquial terms. Blog posts still need to be well-written and grammatically correct as Google looks for these when determining its rankings (among other things).
Don’t rush to put out content - take the time to review your work, read it out loud, and ask yourself:
Free tools like Grammarly are also a great resource for giving your blog that final once-over from a grammar and language perspective, especially if you’re new to blogging.
Over 50% of website traffic comes through organic search, so it’s important to at least consider Search Engine Optimisation (SEO) practices when writing blogs.
In a nutshell, SEO is the art of attempting to improve search engine rankings. Google displays links to pages it considers to be relevant and authoritative, and authority is measured by analysing the number and quality of links from other web pages.
First, take a look at the keywords you’ll build your article around. Google’s keyword planner is the platform you need (although we’re big fans of non-Google alternatives like SEMrush and Wordstream) to see which search terms are resonating with readers.
But searches are becoming more dynamic, so one keyword and a few stats only tell part of the story. Pop your keywords into Google to see how people are talking about them, and whether your post aligns with the search intent - take a look at the top results and see what types of pages appear there. It’ll help form the direction of your blog.
All this is just the tip of the iceberg, so if you don’t fancy writing your own blog posts, you could always hire a digital copywriter to do it for you. For more SEO advice, speak to one of our marketing strategists when you book onto a free 30-minute consultation. Looking for more marketing strategy insights? Head on over to the Buzzbar blog.