Blogging: Ways to Start and Evolve

One of the most popular tools of content marketing now is blogging. Writing a blog is a great way to educate your readers (and customers at the same time), add value to your website and business, and sprinkle in more keywords for better search results.

Though the mechanisms of search engines change constantly and new algorithms replace the dated ones it is very important to provide great quality read. Google now evaluates how much time people spend on a particular page/ website and thus weighs the relevance of the information published there and eventually ranks the website.

So whenever you start blogging, make sure you provide some seriously good stuff. Think about the customer: she is here, browsing the internet trying to find a solution or a particular answer to a question, and she has no time for some words that do not make any sense to her. Try keeping your blog posts short and simple, and most importantly, useful.

Determine Your Target Audience and the Aim

The good way to start a blog is to determine the reader and the aim. Why do you want to start a blog and who is it going to be for. Describe the ‘persona’ – is it a male or female, how old, where they live, kids, pets, what they like, what they read, how they make their decisions, where they eat, what are their priorities, etc.. Understanding someone makes it easier to write for them and generally market to them.

To set an aim for the blog you need to answer the question: what do you want to achieve by publishing this blog? Be precise and honest.

  • I want to provide some useful information and help people with their marketing communications, and
  • I want to increase traffic to my website by 10% in two months, or
  • I want to educate people in the field of decorative interior surfaces, and
  • I want to increase time people spend on my website.

To make your aim more effective use the SMART method smart

The next step will be determining frequency and creating an editorial plan. From my experience weekly or fortnightly blogs coming out at the same day of the week work best for small to medium size businesses. You need time to prepare some good quality posts, you want to keep the interest up and you try to avoid over-publishing. If you keep sending updates too often your readers will start ignoring your posts – and you don’t want that!

Create Your Editorial Plan in Advance

Editorial plan is easy and difficult at the same time. Difficult when you need to plan one year ahead of blog posts straight away, and easy when you just create a post on the day according to the plan. This is how my editorial spreadsheet looks like:
editorial

Research the Keywords and Start Writing

So, researching the keywords is a separate big topic. Writing for SEO (which blogging usually is) is writing with quite a bit of relevant keywords. So you need to know which keywords will bring more relevant traffic to your website in order to use them in your texts. Here I found a nice article on keyword research.

Writing a great blog post is some sort of art I would say, so google all and everything on how to do it properly, or take a course, or find someone to help you. Check out Elance or INeedArticles for the quotes and options.

And now, let’s get started! 🙂