Writing a blog for your website – who, what and why.
If you have recently delved into the bottomless pit of website SEO, ranking and Google analytics you may not be surprised to hear that blog writing has become big business for marketing agencies all over the globe.  But why? What is it about typing out 500 words that makes such a difference to your websites search engine rankings? And what can you do to give your own website a kick-start in the right direction.

Let’s imagine that you have paid an agency to design your website, create the content and optimise it for search engines but for some reason it is still not performing, sure it looks nice but is it really giving you the maximum return on your investment?

Before we get into what a blog can do for you it is important to mention that a blog alone will not vastly increase your search engine rankings. It will however give you a foothold and enable you to share relevant content on your social media and website that will in turn keep you in the minds of your audience.  Creating a blog gives you the foundation and centralisation of information that is beneficial for all your marketing. 

Who is going to write it? 
Is there enough time in the day to stop what you are doing and write a blog post? The simple answer is yes, however you are more likely to spend 30 minutes on LinkedIn than you are spending 30 minutes writing a blog unless you know exactly what you are going to write about and you have set yourself a time and day to dedicate to marketing.  

The cost effectiveness of writing a regular blog post can be measured, but is your time best spent on other aspects of your business whilst employing a 3rd party professional writer to do your blog posts on your behalf?  Only you can answer this but from experience I can tell you that blog writing is a skill that I do not possess and other than this post I tend to write a brief for my content writers and task them with turning it into something worth reading.  This leaves me to focus on gaining new clients and making sure existing clients are well looked after.  

What do you write about?
It’s your blog, write about whatever you like but try to link the blog with your business aims, if you’re in construction for example it may be apt to write about the pitfalls you have come across and offer tips on how other companies can avoid the same problems. Show a certain amount of expertise in your subject.  

No Blog is better than a bad blog I would urge caution when writing your blog for the first time. Readers will forgive a dull article but they won’t forgive an offensive one.  Type as you would speak, just be yourself and focus on what information the reader may benefit from.  If in doubt don’t put it in your blog. 

Why is a blog important?  At its very basic level a blog is a way of engaging with customers, releasing company news and a way of regularly updating your website with relevant content and articles. At a deeper level we need to understand that each post can be indexed by search engines and will help with your search engine rankings.  Keyword placement in your blog is essential but to begin with the priority should be relevance. Keeping the blog interesting for the reader and relevant to your business.   

Let’s say you write a blog post about a new product or service.  This gives you the foundation you need to use multilayered indirect/direct marketing and SEO.  By this I mean you can now use this blog post on your website, LinkedIn, Facebook and so on. Each will become a back-link to your site.

How often?   There is no rule of thumb when it comes to how often you should make a blog post. Once a month tends to be a standard but many sites post once a day.  It comes down to how much time you have and whether you have something interesting and informative to say.  

How do you do it?  If your website is developed in WordPress then you are already good to go. If not then it should cost no more than £200 to add a blogging add on to your website.  This will enable you to login and simply type out your blog without having to know any coding.