Different Types of Blog Content
Before you start to write down ideas for blogs, let’s once more look at the different types of blogs you could consider:
How to Guides
How to guides are a great way to showcase your products and services and educate people about how to use them. Maybe it’s not a specific product but a process that involves your product. Showing people how to do things is such a valuable resource and makes for great content that is shareable and useful. Pop the search term “how to” into Google and see what comes up as the most searched for terms in the suggestions.
Top 10 Tips
The most recent article we wrote was for a client that sells beds and mattresses: 10 Tips for Getting a Good Night’s Sleep. Obviously the content shouldn’t be a direct plug of your products but you can use subtle references. In this case it was investing in a decent mattress and bed. On top of this were 9 other tips including creating a quiet and calm environment, avoiding blue light before bed and getting into a good routine. With a gentle nod to a solution that can help, you can slide links to your products into the blog which will help with your internal linking structure too.
What’s coming up, what’s new and what’s going on? Share news about your company, staff members, product launches etc. You could try any or all of the following
- General company news
- Meet the team – give an overview of each member
- Introduce new products
- What’s coming up
- New premises
- Awards & Accreditations
Ask someone that is well known in the industry to write a guest blog for you. It could be an authority that can offer something new or a client that has used your products or services. If you can create links between your website, you will also help your site optimisation. Not only that but it’s a great endorsement for your business. If you site down and think about those that you do business with, you are sure to come up with some potential candidates.
Coming up With a Blog Strategy
It’s all very well having lots of blogs or blog ideas but how are you going to structure it? Creating a blog calendar is an excellent way of building a business blog strategy. You should be aiming for regular and consistent blogs so don’t upload them all in the first month and then wait 6 months. Schedule them as a steady stream of bi-weekly blogs for example.
Look at what is coming up in the next month, quarter or even the year and start to collate a calendar. Research national holidays etc as well and work out how you can structure these into your blog plan. Remember your seasonal trends too, consider new product launches and other important factors.
Blog Writing Ideas
In the early days of writing this blog, I had literally ideas pouring out of me. 70 blogs later and the ideas are less frequent. I’ve done that, I’ve covered that, that’s within that. I’ve come close to duplicating myself on occasions and it’s got tougher to come up with fresh content. Now as soon as I have an idea I make a note of it so I don’t forget.
Some ideas can turn into bigger ideas. Let’s take training for an ultra marathon for example. When I started training I wanted to write an advice blog on the long run part of the training plan however, when I sat down and started fleshing it out it became much bigger. It even became a page structure of my site rather than a blog. It turns out you can write thousands of words on that very topic
- Preparing for a long run
- Recovering from a long run
- Tips for the long run
- Kit to wear for the long run
- Planning long run routes
Before you know it, you have 5 blogs from that one idea. In fact, you can write one overarching blog that is a long one and then 5 smaller ones all that link back to the main blog. This is called hub and spoke content where the larger of the blogs is the hub and the others come off like spokes. This is a really great way to get your content ranking with Google and other search engines.
Re-visit Old Blogs
Sometimes we are so busy trying to come up with new ideas and new content and we neglect what we have already published. It’s often a good idea to go back to older blogs and update them with a little edit note and the date edited at the top of the page. You can then add in any changes, updates etc or you can build out the content to add more optimised, keyword rich text. Do not change the publish date though – just use an edit note.
Producing Optimised Content
OK, so unless you know what you are doing and understand the workings of search engines, here is where it gets a bit tricky and where we are probably giving away a little too much. An important part of your business blog strategy is producing optimised content. No point in putting articles out that aren’t relevant or that aren’t optimised. When we say optimised we mean that they must be relevant to the user query.
Example – training for an ultramarathon. The results that I will find in Google will contain several references to this keyword not only in the text but also in the headers, the alt text of the photos, the meta data etc. To come up with a list of keywords for your business blog strategy, think about what people might type into a search engine to find your products or services or what you want to be found for. Then build blogs that relevant to these keywords. Let’s give you an example
Trail running – we have already mentioned that we have a website that is dedicated to trail running. We run ultramarathons and are coaches so we understand a lot. We researched what people were searching for an came up with a. long list. then WE WROTE content focused on this tops
- Resting after an ultramarathon
- Preparing for an ultramarathon
- Training for an ultramarathon
- An introduction to trail running
- Trail running in the rain
- Preventing lost toenails (true story)
Then we started to write reviews of the products that we were using – these have already sent our pages to the top of google searches. OK, so we have an advantage in that we know what we are doing but we have to keep coming up with a steady stream of content. In fact, as I type this, the next one has popped into my head – why road runners should try trail running. It’s a no brainer – trail uses a different set of muscles and requires greater balance and core strength that isn’t as necessary for balance on the roads. So, this will start to form the basis of the next blog and before you know it, with some clever Canva graphics and images, we will have a brand new blog ready to go. I must just make a note of this before I forget…
OK – blog idea noted and soon that will take on its; own life. It really is that easy – think of something, think how it is relevant to your website and your business and then set about writing it.
If all of this seems too much to think about or we lost you a few paragraphs ago then find someone who knows what they are doing.
Make it Visual
In addition to optimising your blog, there also needs to be a visual element to break up all the text. Pop in some visuals of your products, services, graphics to explain what you are referring to. Perhaps add a gallery of a work in progress, before and afters etc. I use Canva for pretty much all of my social media posts and blog graphics to make them more visually appealing. Sometimes all you need is a stock image which you can get with a paid pro plan. Saves money on Shutterstock or other stock subscriptions.
Employ Someone to Write Content
If you simply don’t have the time for all of this and want someone to do the blog writing for you, find someone that can write in a tone of voice that is consistent with your brand, someone that understands the fundamentals of search engines and writing optimised content and someone that can go off and write blogs without having to ask you for help or input every five minutes. A good content writing agency will be able to produce your business blog strategy and simply get that initial input with you.