‘Do we really need a blog?’
If we had a nickel for every time we’ve been asked that by clients, we’d retire right now! Anyway, back to the question…
A blog is much like any other tool. What you decide to do with it and how well you familiarize yourself with the process will create benefits (or headaches) for you and your team. It’s all a matter of patience, consistency, targeting, and testing. But on top of that, there are a few important parts of content that every blog should have—no matter what!
Looking to start or grow your team’s blog in 2022? Let’s talk more about what that entails and how best to get you started off on the right foot in the new year.
Patience – Grow Your Audience
With a lot of professional blogs, especially those attached to sales or service brands, even the most experienced of writers can fall trapped to watching that subscriber needle go up…and down based upon their spur of the moment posts. And to be honest, there’s not much benefit there.
Think of it like weight loss—if you randomly run 10 miles, you don’t go home, hop on the scale, and then immediately expect to be in great shape, right? In fact, if you put in that much effort without the proper training, you’re probably just going to end up with a bad knee and a lot of disappointment.
The same is true with blogs—you have to walk and walk often before you can run. Pace yourself, create manageable content for your writing style/output, and go with the flow. You’ll gain subscribers, you’ll lose subscribers, but as long as you’re doing good work and posting regularly, your blog will start climbing the rankings.
Consistency – Manage Reader Expectations
This brings us to our 2nd point—post consistently! And by that, I don’t mean consistency at the expense of letting the quality suffer. Take time with your posts and make sure they’re useful, properly proofread, and flow together well. But, at the same time, get something on the page and do it on a regular schedule–your readers will thank you for it!
There’s a reason that time-based sayings like, ‘the News @ 7’ work so well and are ingrained in all of our memories. Giving your audience/readers something to look forward to on a predictable timetable is an immediate benefit to both them and you. You know when and where content is needed, they know when and where they can get it. It’s a win-win situation.
In addition to helping your customers form habitual connections to your work, consistent content pushes your team to become stronger and more reliable when it comes to regular content like emails and newsletters as well.
Targeting – Customize Your Audience & Your Delivery
Before you even sit down to write, it’s a priority that you begin figuring out who will get what, and when will they get it. If you’re doing just a simple blog, it’s a matter of keeping up with your list of contacts and sending to them / unsubscribing for them as requested. Make sure that your email sign-up page (lead capture) makes it very obvious as to what you’ll be sending (blogs, offers, advertisements, educational resources, etc), and make sure to stick to it.
Google and other algorithms keep close tabs on what’s being sent to your clients vs. what they’re expecting, and if too many report or flag you as spam, you can seriously mess up your web presence and have to spend thousands of dollars to fix it! Make sure to use common sense regarding content and take a look at our blog on copywriting, if you could still use a helping hand.
After you’ve made sure to organize your content calendar, organize your audience as well. Create targeted segments (broken down by activity, age, gender, interest, etc.) with the information that you have, and then you can point new content at them based upon their individual wants and needs.
Testing – Improve Your Content
Last, but certainly not least, use your blog as an opportunity to test and better understand your audience. Insights and trends are great, but there’s nothing as satisfying (or as efficient) as determining what a set group likes or enjoys and then consistently sending it into their inbox. This could be headline tests, content/image tests, or even font tests—just make sure to follow proper A/B testing procedure to ensure accurate and useful results!
For more help on improving your blog content (or email marketing, graphic design, copywriting, strategy, and more 🤓 ), schedule a call with our team and let’s talk blog!
Every Blog Should Have:
– Updated and branded contact info.
– At least (1) associated photo or image.
– A call-to-action (call us, text us, contact us, request samples, etc.)
– A link or database to all relevant sources
– A main story or hook that can be explained in 15 seconds or less.