Mar
14
How to write great blogs

How to write great blogs in WordPress

March 14, 2018 11:00 am Published by Comments Off on How to write great blogs in WordPress

Publishing regular blogs means all-important new web content that Google loves. It also gives you something new to share with your contacts. Here’s our advice on how to write great blogs in WordPress…

Getting started

In the left hand menu on your WordPress dashboard, click on Posts and Add New. This takes you to a page with everything you need to create your new blog post.

Give some thought to the right title

This is crucial, partly to keep Google happy. WordPress generates the URL (otherwise known as permalink) for your blog post based on your title – you can override their suggestion, but the key thing is to make sure your title is relevant to the content and search terms you want Google to pick up.

Also, according to copyblogger, whilst 8 in 10 people will read a blog title, only 2 in 10 will go on to read the actual post. So, as well as including your main keywords in the title (to help Google find it), you should also make sure it’s engaging and intriguing to readers.

Oh, and keep your title short and sweet – 8 words or fewer if possible, so Google search results will display it in full.

Make your blog post easy to read

As a guide, your blog should be at least 300 words long – with enough keywords for Google to pick up on, and plenty of content to engage and inform your readers. 500-600 words is ideal – anything longer, and your readers are likely to lose interest.

Divide up the blog post into easy-to-read chunks – short paragraphs with sub-headlines are a good way to do this, like we’ve done in this blog!

For more information, check out our tried and tested guide to writing successful blogs.

Always include a ‘call-to-action’ – what do you want people to do after reading your blog? This may be to view other content on your website, contact you, or complete an enquiry form, etc. Thanks to the magic of Google, many visitors will come straight to your blog from a search – so remember to include everything they need to know on this page!

Add images

Make your blog more appealing by adding images. It’s easy in WordPress – simply position your cursor where you want the image to go, and click on Add Media. Then choose Media Library to add an image you’ve uploaded before, or Upload Files to add a new one in JPG, PNG or GIF format. When you’ve added the image, click on Edit Image to change the size and positioning.

Categories and tags

Wordpress CategoriesConsider setting up categories and tags for your blog posts to help readers find your other content on the same topic. Categories provide a broader grouping, and tags are more specific – usually keywords.

For example, on a recipe website, categories could include starters, main courses and puddings – and tags could be specific ingredients like fish, chocolate, fruit, nuts, etc.

Use the Categories and Tags module on the right hand side of the text area to add relevant categories and tags to your blog post. You can select existing categories and tags – or add new ones.

Maximise your SEO impact

You’ll want your blog post to work hard at attracting new visitors to your website, and WordPress is very SEO-friendly – especially if you use a WordPress plug-in application like Yoast SEO.

Along with a raft of other great SEO features, this clever piece of software evaluates your blog post as you write it, and gives simple traffic light results to show how well it is optimised for SEO. You can then adjust any elements highlighted in red to make them more SEO-friendly, before publishing your post.

Yoast traffic light analysis

And finally, don’t forget to share your blog post on social media and your LinkedIn page, so your contacts know where to find it!

No time to write your own blogs? At Ketchup Marketing, we can help with planning, writing and marketing your blog posts. Find out more – call us on 0330 088 9277 or contact us here.

Aug
15
What makes a good blog

A – Z of Marketing: Blogs

August 15, 2014 8:58 am Published by Comments Off on A – Z of Marketing: Blogs

Continuing our A-Z of marketing we are talking about blogging. The truth is that blogs are one of the most effective ways you can promote your business today. In the age of content marketing, the more useful information you can offer your customers and potential customers the better. You may have heard the term content marketing used a lot recently and it is something that you should be including in your marketing activity.

So what is content marketing? In a nutshell, it’s offering your customers information that they will find useful without obviously selling your products and services. Content marketing includes activities such as whitepapers, eBooks, vlogs, informational videos, hints and tips, and of course blog posts.

Running a blog is cost effective, easy to do with the right content, and can offer your business a number of key benefits such as:

  • Encouraging engagement with your business and its products and services – people love to read information that is designed to be useful to them. If you provide engaging and informative blog posts you will build up a following of people interested in the information, and hopefully, the products and services you provide. Research by Content Plus shows that company websites with regularly updated blogs result in 55% more visitors.
  • Positioning your business as a thought leader – this is perfect for high information and knowledge based industries such as marketing, IT, business consultancy, accountancy etc… or industries where the values of purchases are high and involved such as car manufacturers and retailers, or leisure and travel companies. By putting useful, informative, and non salesy blog content onto your website, or contributing as a guest blogger, you can soon build yours and your company’s reputation as a thought leader in your industry. People buy from people and companies that know what they are doing.
  • Increase trust – if someone has never brought from your organisation before, or they buy from you rarely, you can build an element of trust through your blog. As people read the information you put out there they will begin to get a better understanding of who you are, what you do and the benefits of using your products and services. This will build an element of trust and hopefully encourage them to purchase from you.
  • Increase your organic rankings in relevant search results – new and well written content is hugely beneficial to businesses in terms of being placed higher in organic search results, in fact Google has recently made changes to its algorithm so that useful content, such as blog posts, are rewarded more highly. According to Content Plus, blogs give websites 434% more indexed pages and 97% more indexed links.
  • Increase your market reach – people love to share and if you are providing useful and informative content on your blog it will be shared. This will increase awareness of your brand, products, and services; your audience will expand naturally, all you had to do was post some great content.

As with any marketing activity, if you do decide to add blogging to your marketing plan, there are pitfalls you should try to avoid. We help a number of clients get noticed through their blog so here are some tips for doing it right.

  1. Pick the right topics – the topics have to be useful and something that people would want to read. Offering advice, hints and tips, or an explanation of industry developments are always useful places to start.
  2. Jump on anything newsworthy – if something comes up in your industry that’s relevant to your customers, for example new legislation, a technological development, or even a failure of some kind, get your blog writer on it immediately. As news spreads people will be searching for relevant content, if you are one of the first to provide it you could get more exposure that you could ever get through paying for a print advertisement or attending an exhibition.
  3. Make sure your blogs are well written – this goes without saying, but for your opinion and information to be trusted your blog posts must be well written and easy to read. If they’re not people could switch off from the message you are trying to get across and you have lost any impact.
  4. Respond to comments – allow people to comment on your blog posts and you could receive some interesting insights and get into some useful discussions. Showing that you are happy to engage with people on your blog is great for your reputation.
  5. Market your blog posts – once your blog post is live you need to let people know that it’s there. Post a link on your social media networks and include the link in any email marketing you do. You can also find relevant topics on social media networks such as LinkedIn and on other blogs and comment on the topic whilst pointing people to your blog post. As you go on and your followers increase your content will be shared by them, it’s a bit of a snowball effect.

If you are looking for some help planning, writing, and marketing your blog posts then give Michelle or Kate a call on 0330 088 9277 today or use our contact form here.

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