In the ever-evolving digital world, blogging remains essential for communication for all business, from start-ups to SMEs to global corporates. The reasons are simple. There’s an inherent Search Engine Optimization (SEO) value of blogging, they drive traffic to landing pages, and they are a great platform for positioning your business as the leading authority in your field. With such benefits attached to blogging, it’s an opportunity that should not be missed. Here are our top tips to get you started.

THE RIGHT ANGLE

It may seem obvious, but it’s important to have a clear angle and message prepared beforehand. This will set a business apart from its competitors and ensure the article is memorable. Remember, it’s all about adding something new to the conversation. Use a conversational but professional tone and keep sentences and paragraphs short.

A STRONG OPENING

A study from Microsoft Corp last year found we have now become so obsessed with mobile devices that the average human attention span has fallen below that of goldfish. It means businesses have to grab attention within those all-important first eight seconds; no mean feat considering the ongoing activity in the background of most smartphones with Facebook updates, news posts, and email alerts constantly popping up. Start with a good, eye-catching heading, followed by a gripping opening paragraph. Once you hook people in, they will be much more inclined to keep reading.

PICTURE IT

Like the old adage says, a picture is worth a thousand words, and there’s huge value in placing images in blogs. Put careful thought into the choosing of photographs or GIFs, focusing on ones that best capture the message you are seeking to convey.

STRONG STRUCTURE

Along with a clear and concise angle, the blog needs to be structured well and should always include;

• Heading
• Subheading
• Intro
• Idea(s) expanded on and explained
• Conclusion

CREATING CTAs

Don’t forget the all-important call-to-action (CTA) at the end. Without it, you may have a great blog post, but it’s certainly not as effective as it could be. A CTA prompts visitors to take action. That could be anything from downloading a coupon, to attending a workshop or signing up to a webinar. The CTAs need to be an extension of your blog, so that readers who enjoyed the article can click on it and continue to engage.

PERFECT PROOFING

To prevent the dysgrammatophobics chasing you down (those who fear bad grammar!), then proof, proof and proof some more. While a blog post might be hugely informative and interesting, poor spelling and grammar can let it down. After writing your article, leave it for a while so you can look over it with fresh eyes.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.