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One of the easiest and most effective ways to add new, fresh content to a business website is to have a blog. 68.52% of respondents to a survey by Social Marketing Writing agreed that a blog increases the credibility of a website. What makes a good business blog? It’s more than brilliant prose (although readability is a must). For every post, specific additions make the difference between a working marketing tool and a vanity project with little in the way of return on the time and money invested. Here are some essential elements to consider.

Make Sure to Have a Plan for Your Blog

A blog is a stand-alone page of content, generally written in a longer format, such as an article, an essay, or an opinion piece. That’s it. Everything else, from length to subject, frequency, and layout, is up to the business. That’s a lot of freedom, which can be intimidating, so it’s best to formulate a plan that covers the basics of the blog.

The plan should include these elements:

  • How often new posts will be published. As a rule, it’s best to publish a minimum of once a quarter or month.
  • The intended reader. Sometimes called a “buyer persona,” the blog (and all posts) should be directed to a particular reader (e.g. the most likely buyer of your service or product).
  • The tone and voice of the blog. Folksy, intellectual, funny, frightening … pick a style that matches the business brand, and build each post around this approach.
  • An editorial calendar with proposed subjects and time to complete, edit, post, and promote should be shared with all the necessary participants (writer, editor, poster, promoter).
  • A running list of subjects to ensure there isn’t excessive repetition. It’s natural to hit specific key themes repeatedly, but try to be strategic about the timing.

You Have a Plan, Now Write it Right

The three keys to a good blog post are attention to Search Engine Optimization (SEO), relevance to the target audience, and an excellent call to action. SEO components include good Titles and Headers, use of keywords, sufficient length (i.e., 300+ words), and hyperlinks to other reputable sites. Using the buyer persona from the plan, each post should be written in a way that engages and informs the target with topics and vocabulary appropriate to their likely level of understanding. For example, a law firm specializing in divorce will be addressing an audience that doesn’t have a lot of experience with family law, so the topics should be introductory and explanatory. On the other hand, a firm that works with in-house legal counsel needs to write blogs that consider the legal sophistication of their “client.” Finally, an excellent call to action should encourage the reader to stay engaged with the business by directing them to a contact page or another place on the business website.

The Final Ingredients: Regularity and Promotion

It bears repeating that a blog doesn’t have the same SEO impact if it is stale. Readers exploring a website are trying to learn more about the business or the specific subject, and they will not be impressed by a blog with old posts. Furthermore, from an SEO perspective, a more recent publication ranks higher in search results.  While it is great for a blog to increase findability online using appropriate SEO techniques, additional post promotion increases its value to the business. Promoting a blog can occur through communication platforms like email, social media (LinkedIn, Facebook, etc.), and even effective word of mouth.

At Moin Agency, we work with our clients to set up a marketing strategy that includes blogging. We can help every step of the way, from establishing a plan to writing, editing, posting, and promoting the blog. Our marketers are SEO experts, and our writers can adapt to any voice and readership a business uses to best engage with its audience. We believe strongly in consistency and continuity in a blog, and we offer a 10% discount to clients who sign up for a six- or twelve-month package, contact us today. The offer expires on February 28th, 2023.