When it comes to blog writing, thinking up ideas can be a real stumbling block. A blank sheet of paper seems to wipe out all creative powers and you find yourself lost for words. If this is a familiar situation, I strongly advise you to prepare a content plan.
Yes, a content plan might take a few hours to compile, but it will become a valuable resource. With a structure in place and themes for each blog, you can avoid starting from scratch time and time again.
Start your Content Plan by Considering your Business Values and Objectives
Blogs provide a great forum for showcasing the developments of your business, as well as the underpinning company values. Jot down a few points that relate to your current focus.
- What is the thought process behind current decisions?
- What sparked a shift in direction?
- Have you or your team recently attended any training?
- What collaborations with other businesses are you working on?
This should help you highlight a couple of key points that you would like to share in a blog.
Working Example of Initial Idea Generation for a Content Plan
I recently worked with Helen Pettifer to put together a 6-month content plan. Helen offers corporate training in customer service. The themes we focused on were:
Vulnerable Customers – Helen has developed specific training around Customer Service for Vulnerable People, which she is keen to promote.
Customer Service Training – We talked about some recent training delivery and how these could be used as case studies to showcase her services.
Public Speaking – Helen has also been developing her public speaking skills and was keen to share this personal development.
Complain Handling – A popular course that Helen offers centres around Complaint Handling. She wished to share some insight on Root Cause Analysis, which is part of this training.
Now bring the Customer into the Picture
Blog writing is a careful balance between engaging with potential and existing customers, whilst also ticking search engine criteria. Yes, it is important to include keywords, but you need to add value to anyone reading the blog. For this reason, it is important to consider what blog content is of interest to readers. What is in it for them?
- Explain how the new member of the team, training, state-of-the-art equipment or a new policy will have a positive effect on service delivery
- Give away advice and information that will help the reader
- Provide a product demonstration or review to help customers to gain a better understanding of what you offer
- Consider how assembly instructions, aftercare advice or serving suggestions might ensure that readers can get the most out of their purchases
- Add value by explaining the history, traditions or skills that relate to specific goods or services
Working Example of Adding Customer Focus to a Content Plan
Back to Helen; with four key topics in mind, we considered what her prospective readers might be interested in. We identified the following points:
Vulnerable Customers – Building a strong reputation for delivering great customer experiences, for every customer, every time
Customer Service Training – Having skilled motivated, confident and supportive staff who consistency provide great customer service
Public Speaking – Understanding how Helen can aid their team and gaining confidence in her skills
Complaint Handling – How to diagnose the root cause of complaints in order to make small changes that have a big impact
Adding Dates to a Content Plan
It is easy to put blog writing to the bottom of the pile. With so many other demands on your time, it is seldom the top priority. It is, however, an important means of engaging with readers and adding, fresh relevant content to your website. This will help to attract visitors and extend your potential reach.
By adding dates to a content plan, you start to hold yourself accountable. It gives a deadline, which can prove to be a good motivator!
My advice is to be realistic and consistent whenever possible. How frequently can you find time to prepare and post a blog?
Working Example of Adding a Timeframe to a Content Plan
In Helen’s case, she decided that once every 3 weeks would work for her business.
With the dates mapped out, we could consider the best time to talk about the themes. Dementia Week in May offers the ideal opportunity to talk about Vulnerable Customers, when awareness is already heightened.
Incorporate Extra Information into your Content Plan
When the dates are listed and the theme for each blog identified, you can help your future self a little more with a few added details.
- Which page of your website will the blog link to? Copy and paste it into the plan
- Will you include links to other sites and if so, which are relevant?
- Do you have some ideas in mind of points that you want to cover in the blog
- Is there a report or news article that you’ve read recently, which has a few key points that relate to your theme?
The more pointers you can incorporate, the easier it is to focus when you have time to prepare the blog.
Working from a Content Plan
With a content plan in place, you’ll have a starting point and initial ideas to work from. It will prove far more efficient than staring at a blank screen! If you still feel at a bit of a loss, get in touch: catherine@write-it.co.uk. In a content planning session, I can help you to develop ideas and compile the information you need to move forward.
5 Tips for Blog Writing in 2020
/in Blog Writing /by Catherine DaviesIn my previous blog, I discussed why written content continues to play an important role in online marketing. With that in mind, here are some ideas to get you thinking about potential blog articles.
How to Add Value through Blog Writing
Writing a business blog should focus on building the trust of your audience. You are an expert in your field, so let’s put that to good use. The best content is that which is of interest and value to your customers and below are five blog writing suggestions:
Provide Answers to FAQs
What are the questions that you are frequently asked? Answer these with clear, plain English explanations.
Write Blogs that Develop Knowledge and Understanding
Can you help potential customers to better understand your products or services? Think product comparisons, examples of industrial applications, assembly instructions or serving suggestions.
Showcase your Problem-solving Abilities
What problems do your customers face? Your advice could help them to resolve simple challenges. A top tip to help eliminate a common frustration is a great way to be seen in a favourable light.
Share your Commitment to Delivering the Best Service
Are you working towards a particular goal or accreditation (quality, sustainability, customer service etc)? If so, let your customers know, along with what this will mean for them. You can then post again when you achieve that outcome.
Respond to Topical News
If a breaking media story relates to your business, use it as an opportunity to explain, reassure and offer advice.
These are a few ways in which you can prove your authority and expertise, whilst providing written content that is of value to your readers.
Is it Worth Hiring a Freelance Copywriter?
If this all sounds great, but you never find the time, it could be worth hiring a freelance copywriter.
Remember, that strong blog content is one factor helping your business to remain competitive. Yes, you can write, but are you the best person for the job? I am sure you can also kick a football, but would you be the best person to get signed up for your team?
An experienced copywriter can see your services from a fresh perspective. They will tailor your message in a way that appeals to prospective customers and search engines.
Take time to discuss your objectives and your target audience with the freelance copywriter. They can then create a content plan for you to agree. You can then focus your attention on other demands, simply reviewing, approving and posting the articles as they are written.
Blog writing is a straightforward task to delegate. According to HubSpot, 62% of companies with a blog outsource the task. Freelance copywriters typically produce articles on a monthly basis, or more frequently if you desire. You can opt to publish them on your website. Alternatively, if you trust them and provide Admin access to your website, the copywriter may offer to publish it.
In short, hiring a copywriter could be a cost-effective way to help build brand awareness. For further information, contact: catherine@write-it.co.uk
Is Written Content Still Important in 2020?
/in Website Content /by Catherine DaviesOver the last decade, content writers have focused on keyword-rich text on web pages and in blogs. As we move into a new decade, is this approach still relevant?
A growing number of clients are asking me to minimise the text. They have seen the statistics that show that video is a preferred medium for website visitors. They know that mobile-first website design means short, concise messages that are ideal for the small screen.
So, is 2020 the year that I have to give up being a freelance copywriter? Thankfully not.
It seems that written content still has an important role to play in showcasing expertise, authority and trust. Google is still giving value to the words on your web pages and in your blogs, especially when that content is customer-focused.
What Changes are Affecting Content Writing?
Voice Search
It is estimated that, by the end of 2020, 50% of search queries will be spoken, not typed. When typing, we tend to keep the query short; ‘copywriter Aylesbury’, but we use a lot more words and ask more questions when speaking; ‘Who can I get to write my business blogs in Aylesbury?’.
With an idea of the questions being asked, there is a great opportunity to respond with useful, informative content. This benefits your customers and your Google rank.
Intent Marketing
Another change to keywords is that Google is moving away from direct keyword matching, in favour of intent marketing.
In the past, copywriters have needed to include keywords in the text for SEO purposes. Advancing technology means that Google is better able to identify whether page text and blogs provide an appropriate response to a search query. For this reason, there is expected to be a shift towards topic-focused content.
Consumer First Marketing
Businesses marketing is all about delivering what the customer wants. This takes priority over pushing out messages that the company wishes to share.
With an objective perspective, content writers can see the business through the eyes of the customer. They can undertake customer research to find out what is important to this target group in 2020. A subtle shift in angle could transform engagement.
Writing for Mobile-First Websites
I mentioned in the introduction that there was a growing demand for concise copy for mobile-first websites. The user experience on a small screen is certainly an important consideration. Although clear, succinct copywriting is great for mobile devices, it leaves little room for gaining trust and proving the expertise and authority of your brand.
Mobile-first means starting with a tight design that works on mobile devices, but building on this to create a full screen, desktop website. Added content should be added, both to pages and through blog writing. This will help to differentiate your company from the competition.
Video, Photography, Infographics and Written Content
Many of us prefer to consume information through visual media. A strong infographic, a powerful image or a well-edited video can speak a thousand words. Ideally, a website will include the presentation of content in a range of forms; each reinforcing a coherent message.
How Do I Ensure my Company is Found Online?
For now, the search engines still rely on written content to understand the relevance of your web pages to search queries. For this reason, video scripts and page copy still have a vital part to play if you want your products and services to be found online.
Regular blog writing is not a quick win. It will take time to see the results but patience is a virtue. According to Hubspot, websites with blogs generate an average of 67% more leads than those without. They also have considerably more indexed pages in the search engines, boosting the chances of their pages appearing in the search listing.
A freelance copywriter can help you to create web page content or blogs which meet the requirements of your business, your customers and the search engines. With an understanding of your business objectives, your target audience and search engine optimisation, they can help you to engage with potential customers.
If you are looking for an Aylesbury copywriter, please get in touch: catherine@write-it.co.uk
Writing for the Web
/in Website Content /by Catherine DaviesWriting for the web is a little different from other forms of correspondence. If you were to write a letter, it would be addressed and sent to the recipient. They would know it was for them. On the internet, they need to find your message and recognise that it is more relevant to them than all of the other messages that are available.
As a freelance copywriter, I visualise writing for the web as a triangle. I have to balance the requirements of the company, the target customer and the search engines.
Common Challenges of Writing for the Web
The challenges are writing for the web can be illustrated by the Family Law pages of two solicitor websites that I have come across.
Content on Family Law Page of Website One
This read along the lines of:
“Our experienced family law solicitors are aware of the financial and emotional cost that family proceedings can bring. Timely, focused legal advice can be crucial in cases of:
• Divorce and Separation
• Paternity and Parental Responsibility Issues
• Adoption Proceedings
• Domestic Violence and Injunctions”
(and the list extended to cover every other element of family law).
Now, this clearly states what they offer, but my first question is, how does this differ from the message that any other family law solicitors are sending out?
The content is full of keywords that people might search for and included geographical location, which can help them to be found online. However, when someone reaches their web page, it is impersonal. Despite stating that individuals needing their service are likely to have financial concerns and be in an emotional state of mind, they have not addressed this in the written content.
What is more, the list was so long that it was overwhelming. If you were going through a separation or divorce, do you need to speak to have a separate meeting to discuss parental responsibility? How much is that going to cost?
Content on the Family Law Page of Website Two
The second was at the opposite end of the spectrum:
“As an established firm, our committed team have earned a reputation for providing responsive and caring advice.
We offer all new clients a free 30-minute consultation. In this session, we ascertain your situation and advise on how we can use our expertise to help you. We recognise that this is a stressful time, so to get the most from this consultation, it can be beneficial to note down any key points in advance.”
It continued in this caring tone, which addresses the emotional and financial concerns by providing a clear idea of what to expect.
The issue in this example was that no relevant keywords could be found on the page. There was no mention of ‘divorce solicitors’ ‘legal advice’ ‘parental rights in a relationship breakdown’ or any other words or phrases that someone needing their services would search for.
Updating Website Copy
Both of these solicitors were in the process of upgrading their websites. As part of this process, they asked me to review the existing page content and provide feedback. I was then involved in creating fresh copy for the web pages; balancing the requirements of the company, the target customer and the search engines.
What do your Customers Think?
/in Community /by Catherine DaviesAs a freelance copywriter, work is always varied. Each project involves research to gain an understanding of the subject matter from the customer’s perspective. I need to convey the message that the company wants to deliver, in a manner which appeals to the reader.
No task has involved as much customer research as a three-month project that I took on at the end of 2018.
Gathering Views from the Community
A local charitable organisation wanted to submit a funding application. The funding body wanted clear evidence that any allocated funding would be used to directly benefit the community. Rather than look at demographical data, the funding body required that the organisation went out and spoke with the community.
I took on the challenge of compiling and executing a plan to get over 300 representative views, through direct conversations with community members. It was no mean feat!
I compiled the findings into a report, which accompanied the funding application. The outcome of the research was fascinating. Many of the reasons that people liked about living in the area would not have shown up on standard data; including the green areas, or the close proximity of family or friends.
The areas for improvement from the community’s perspective focused on cleaning up litter, making it easier for school children to cross the roads and more information about local activities and events. These points would not have been priorities if an outside agency was to look at employment, crime, free school meal allocation or other such statistics on the area.
The Importance of Speaking Directly to Customers
As a freelance copywriter, this community project highlighted the importance of speaking directly to customers for feedback on my services.
Every business knows that they need to meet the needs of their customers in order to survive. Many companies spend money researching their target client group. They sit behind a desk reviewing data and may even send out the occasional survey to get customer feedback.
Data can certainly offer insight, however, when it comes to customers, it can also lead us to make assumptions. We read data from our perspective and impart our own values and opinions on what it tells us. As the community project clearly illustrated, this does not necessarily tally with the experience of others.
Placing Value on Personal Interaction with Customers
I know that personal interaction has been fundamental in developing good customer relations, as well as future referrals. I enjoy meeting my customers in person and it is a skill I observe in many other freelancers and small business owners. It is this personal touch, combined with a willingness to adapt, that can give micro-businesses an advantage over large corporations.
If it has been a while since you last spoke to one of your loyal customers in person, I would recommend dedicating a little time to having an open conversation.
Bid Application
Unfortunately, this particular bid application was unsuccessful, although there was very positive feedback on the research.
“Everyone involved did a great job in reaching a large and diverse group of residents and gathering feedback from the community. The range of methods used was positive. The engagement process seems to have provided the opportunity to build new relationships with residents and local groups, which we hope will support your work into the future.”
Alex Kerney – Senior Partnerships and Learning Officer
All is not lost. The report is now being used to inform future funding applications that clearly tie into the priorities of the community.
Tips on Preparing a Content Plan
/in Blog Writing /by Catherine DaviesWhen it comes to blog writing, thinking up ideas can be a real stumbling block. A blank sheet of paper seems to wipe out all creative powers and you find yourself lost for words. If this is a familiar situation, I strongly advise you to prepare a content plan.
Yes, a content plan might take a few hours to compile, but it will become a valuable resource. With a structure in place and themes for each blog, you can avoid starting from scratch time and time again.
Start your Content Plan by Considering your Business Values and Objectives
Blogs provide a great forum for showcasing the developments of your business, as well as the underpinning company values. Jot down a few points that relate to your current focus.
This should help you highlight a couple of key points that you would like to share in a blog.
Working Example of Initial Idea Generation for a Content Plan
I recently worked with Helen Pettifer to put together a 6-month content plan. Helen offers corporate training in customer service. The themes we focused on were:
Vulnerable Customers – Helen has developed specific training around Customer Service for Vulnerable People, which she is keen to promote.
Customer Service Training – We talked about some recent training delivery and how these could be used as case studies to showcase her services.
Public Speaking – Helen has also been developing her public speaking skills and was keen to share this personal development.
Complain Handling – A popular course that Helen offers centres around Complaint Handling. She wished to share some insight on Root Cause Analysis, which is part of this training.
Now bring the Customer into the Picture
Blog writing is a careful balance between engaging with potential and existing customers, whilst also ticking search engine criteria. Yes, it is important to include keywords, but you need to add value to anyone reading the blog. For this reason, it is important to consider what blog content is of interest to readers. What is in it for them?
Working Example of Adding Customer Focus to a Content Plan
Back to Helen; with four key topics in mind, we considered what her prospective readers might be interested in. We identified the following points:
Vulnerable Customers – Building a strong reputation for delivering great customer experiences, for every customer, every time
Customer Service Training – Having skilled motivated, confident and supportive staff who consistency provide great customer service
Public Speaking – Understanding how Helen can aid their team and gaining confidence in her skills
Complaint Handling – How to diagnose the root cause of complaints in order to make small changes that have a big impact
Adding Dates to a Content Plan
It is easy to put blog writing to the bottom of the pile. With so many other demands on your time, it is seldom the top priority. It is, however, an important means of engaging with readers and adding, fresh relevant content to your website. This will help to attract visitors and extend your potential reach.
By adding dates to a content plan, you start to hold yourself accountable. It gives a deadline, which can prove to be a good motivator!
My advice is to be realistic and consistent whenever possible. How frequently can you find time to prepare and post a blog?
Working Example of Adding a Timeframe to a Content Plan
In Helen’s case, she decided that once every 3 weeks would work for her business.
With the dates mapped out, we could consider the best time to talk about the themes. Dementia Week in May offers the ideal opportunity to talk about Vulnerable Customers, when awareness is already heightened.
Incorporate Extra Information into your Content Plan
When the dates are listed and the theme for each blog identified, you can help your future self a little more with a few added details.
The more pointers you can incorporate, the easier it is to focus when you have time to prepare the blog.
Working from a Content Plan
With a content plan in place, you’ll have a starting point and initial ideas to work from. It will prove far more efficient than staring at a blank screen! If you still feel at a bit of a loss, get in touch: catherine@write-it.co.uk. In a content planning session, I can help you to develop ideas and compile the information you need to move forward.
Business Story Telling
/in Website Content /by Catherine DaviesAs a freelance copywriter, I like to meet my clients in person. My aim is to gain a deeper understanding of their business values and to uncover the story behind their service. Why is this important for creating web page content?
Barry Scott or Levi Roots – Who would you, buy from?
Marketing used to be about your products. Maximise exposure, blast the message out across the media and come up with a catchy tune that no one could get out of their head.
Let’s call this the Barry Scott approach. It’s loud, in your face and quite frankly annoying. Cillit Bang – ‘BANG and the dirt is gone’. Whilst I remember the slogan and can picture the bright purple bottle, I have no intention of making a purchase.
Marketing is now about connecting with your customers, providing what they want and telling your story and engaging on a more personal level. It’s a shopping experience.
Let’s call this the Levi Roots approach. Levi is one of the Dragon’s Den success stories. Peter Jones didn’t invest in the bottles of sauce; he invested in Levi’s story and his personality because he knew this was what consumers want. In Levi, we gain the tale of bottling his grandma’s secret recipe, the colours and flavours of the Caribbean and a twist of Reggae music – ‘Put some music in your food’. It’s a tempting combination.
Standing out from the Competition
The internet has transformed marketing. No matter what products or services you offer, the competition is only a click away. What differentiates you from everyone else with an identical menu of services or product range is your story and your reputation.
A business story doesn’t need to be highly emotive or personal, but take a moment to think back. Why did you set the business up in the first place?
There must have been a reason to step off the ‘safe’ path, to move away from someone employing you, sorting out your tax, contributing towards your pension and paying a steady salary. Were you:
There may be many other reasons why being your own boss was appealing and this is the start of your story.
Underpinning Business Values
Was your business formed through the development of a new product or did you see an opportunity to enhance the customer experience?
When you set up a company, you can’t simply copy another business and hope to win customers. There has to be a plan of how you can offer something that the competitors aren’t. This typically feeds into your company values. Did you intend to:
Do your initial values and aims still hold true, or has focused evolved as the company has grown? It would be interesting to find out if your employees have a clear idea of your company values.
Write an About Us Page
I still see websites without an ‘About Us’ page, along with plenty of ‘About Us’ pages which actually tell you nothing about the team, their expertise or the values of the company. This is a missed opportunity. Whilst your values should be communicated across your website, it really is important to write an About Us page that differentiates your company from the competition.
In Summary
Tell your story. It helps people to identify with your brand. It helps your company to become familiar, approachable and personable. Even if you never meet your customers in person, it offers a means of building trust and rapport. It will entice people to call, complete an enquiry form, visit your premises and buy – surely that’s what every business wants.
How to Reach your Ideal Customers
/in Community /by Catherine DaviesGetting in front of your ideal customers, at the point when they need your services, is a challenge for any small business. As a freelance copywriter, many people don’t immediately see a value in my services. They can write, have a good command of language and know their business inside out. Writing website content is something that they can manage in-house.
I can drop optimisation into the conversation, or highlight the advantages of an object perspective, but these aren’t sufficiently strong convincers at that moment in time.
The trick is to identify the point at which writing content became an inconvenience. The moment when they realised that writing page copy was more hassle than it was worth. At this ‘pain’ point, it becomes far easier to sell my services.
Is it really cost effective to prepare content in-house?
Having previously worked in a Web Design agency, I had insight. When a web design project is commissioned, a high proportion of customers would decide to produce the content themselves. Against advice, they believed that their photographic, video production and writing skills would suffice.
Preparing all content in-house certainly helped to keep the cost of the website build down. For a start-up company, this budget conscious approach is understandable. For established, professional organisations, it seems short-sighted.
Content creation is a time-consuming task and their efforts could be put to better use in their area of expertise. Several weeks, or months, into the project, when content creation was still at the bottom of their ‘to do’ list, they realised that this was a stress they could do without. At this ‘pain’ point, they asked for help.
Small Business Networking
At small business networking, I’ve met with a number of web designers. By recommending my services, they provide a solution for their customers in the hour of need. This collaborative approach keeps the project moving, which leads to satisfied customers. It also helps to complete the job, so they can get paid.
In my local small business networking group, we considered who we should be working with, in order to reach our ideal customers at their point of need. These were the results of our discussion:
So, speaking directly to your ideal customers at the right time can be a challenge, but build up strong connections and you may find a way. Who should you be talking to? If you believe that I can help you, please get in touch: catherine@write-it.co.uk
What can I Write About?
/in Blog Writing /by Catherine DaviesCompelling content may be an integral part of your marketing strategy, but what should you write about? When it comes to blog writing and preparing social media posts, where do you start?
The answer is simple; you start with your CUSTOMERS.
Any marketing campaign should focus on engaging with your ideal customer, so what matters to them? Below are five options to inspire you to get started with blog writing.
Respond to Frequently Asked Questions
Is your company regularly asked the same type of question? Now you have the opportunity to provide a full response. On several occasions, I was asked what should be included on an About Us page, so I decided to write a blog on the subject.
If you keep a record of the blog titles and when they were posted, it is easy to send a link to future customers who ask the same question.
Provide Product Reviews/ Recommendations
It’s difficult to make a decision when there’s so much choice, but you can help by providing clear information that enables customers to compare and evaluate the options. By helping to filter down the selection, you can help customers to find the best option to match their requirements. That can be incredibly helpful.
Present Aftercare Advice/User Guides
Aftercare can help your customers to get the most from your products or services. From practical guides, to ‘did you know?’ posts that explain specific features and how they can be used, the customer can get greater value from their purchase. Other related ideas include serving suggestions, design ideas or related recommendations.
Share Recent Case Studies
A great way to illustrate the difference that your goods and services make is through recent case studies. Remember to include the problem, as well as the solution (supported by before & after images). Case studies help your potential customers to understand the value of what you offer and the difference it can make.
Celebrate Success
To build trust in your brand, it is great to share tangible success. If your company have gained accreditation or have been publicly recognised in business or community awards, let others know. It is also great to share the success of your suppliers, employees and customers.
REMEMBER: When you publish a blog, add posts and links to the article on your social media profiles.
If the task still feels overwhelming and you’d rather focus on other areas of the business, my blog writing service could be of value.
Spark Ideas for Blog Writing
/in Blog Writing /by Catherine DaviesIt’s National Writing Day, does this make it the ideal time to put pen to paper? Possibly not.
As with many activities, you have to be in the right frame of mind in order to write something of value. You may be on a roll and a poem, a letter or a blog post just flows. That would be fantastic, but it isn’t usually that simple.
As well as being a technical process, writing requires creativity. Inspiration doesn’t strike simply because you are asked to write. It takes time to develop an idea and the best place to get started is often away from your desk.
As a freelance copywriter, I have a monthly list of blogs to write. I prepare a rough content plan for the upcoming posts and keep these in mind whilst I’m out and about. Forcing an idea seldom leads to something worth posting. I find that ideas are often sparked in the strangest of places; the supermarket, during a conversation and most commonly, whilst I’m out for a walk.
If you have experienced writer’s block, keep the initial idea in mind, but go off and do something else. You’re more likely to find inspiration when you’re not expecting it.
Tips on the Writing Process
1. Decide what you intend to write about and consider the context (are you writing a blog post, a product review, a letter to Grandma, a training manual, a persuasive report or a full-blown novel?)
2. Branching out from your central theme, what ideas immediately spring to mind? Research those ideas on Google – is there a topical story that relates to your subject or stats that back up your idea with evidence?
3. Look through the information you’ve collated and identify the key points that you wish to communicate. (These could become headings for your blog or chapters of your novel). Then write the first draft without being too concerned with spelling, grammar or presentation.
4. Go away and do something else before revisiting your draft. Read it through, check the spelling and start editing. Should you add elements or be more concise?
5. When you feel you are getting there, read it out loud. This makes it easier to notice mistakes. (If you are writing a novel or other lengthy document, ask someone else to read through it if possible).
6. Finally, return to Point 3 – have you covered the main messages that you wanted to share? If so, it’s time to publish, send or submit your writing.
As with any skill, don’t expect to get it right first time. Take any feedback as an opportunity to improve, rather than a personal attack on your efforts. The more you write, the easier it becomes to formulate and develop ideas.
If you’ve been tasked with business blog writing for your company website and don’t know where to begin, a content planning session can help kickstart the process. Feel free to contact me for further information:
catherine@write-it.co.uk
Before Starting Blog Writing
/in Blog Writing /by Catherine DaviesIf you are new to blog writing, or regularly struggle to write your business blog, these five points may help you get on track.
Blog Writing Plan
Staring at a blank screen, waiting for inspiration to strike is a waste of time. You need to start with a 3-6 month content plan. Consider topics that would be of interest or value to your website visitors, as well as the frequency of posting.
Another benefit of a plan is that you could set aside a day when you feel in the right frame of mind and prepare a number of blogs in one go. These may be rough drafts that you revisit or a finished article. If you are happy with your blog writing, scheduling tools make it possible to load the content onto your website in advance and even prepare social media links.
If you need assistance with content planning, get in touch.
Word Count and Keywords
Blogs can vary in length, but you should aim for a minimum of 500 words, ideally more. A high word count will increase the chance of the search engines recognising the blog content as relevant to search terms. It is important to find informative and relevant content to achieve your word count target; don’t waffle.
Consider the primary keyword that you want to feature in your blog writing. This should ideally appear in the title, subtitle and core text. Secondary, related keywords should also be included a couple of times. If you need help, there are free and paid for tools for researching keywords.
Researching your Blog
There is a wealth of data, reports and information online. Use this to build on your initial blog writing idea. As an example, studies and surveys can provide insightful data and conclusions that support your point. You do need to check the information is up to date and of course, credit the source.
Break up the Text
It is difficult to read a lengthy blog, so break it up into manageable chunks. Subtitles help readers to skim through and find the information of interest. Bullet points are another way to break up the text; you can apply them to lists and in a summary.
A common issue in blog writing is the use of very long sentences. On a screen, it is easier to read and follow shorter sentences, so split any that are too lengthy.
Include Links in your Blog Writing
A link should provide an interested reader with an opportunity to find out more. The link can be internal – leading to another page (or blog) on your website, or external – leading to a page on another website.
With links, it is important to use the most effective anchor text and ensure that you are directing the reader to the most relevant page for expanding on the point being made.
With these five tips and a little time on your hands, you can regularly update your website’s blog page.