We’ve all heard that blogging is a good idea, that it can increase traffic to our website. We discussed some of these reasons in our previous article, “Why Blog“. However, many of us may not know where to start. I have clients asking, what should I say? How do I know I have an appropriate topic?
So this article covers “Blogging Best Practices – Where to Start?”
- What types of questions do your customers or clients ask? Consider tracking these questions and categorizing them. Each category becomes a candidate for a blog article with the answers providing the content for the article.
- Consider having your blog content highlight an example application of your product or service. Discuss the problem that was solved and how it was solved. Note, descriptions of actual products and services should be on standard webpage.
- Consider having your article discuss a particular issue or challenge in your industry Provide your perspectives, recommendations or tips.
- Perhaps, your industry or service serves a niche market or is very unique. An article that explains the details and complexities of what you offercan help potential clients understand how the solution may apply to them and how it worth hiring you to do the work.
- Consider, what may be called “water cooler conversations”. These are usually hot topics impacting those like yourself. If it is important to your staff, it is often important to your web audience. It could be an upcoming event (expo, conference, fund raiser) or new legislation impacting your work or organization or maybe a software problem you are trying to solve, or even a new technology and how you may be using it.
For other clients, though they may have a topic in mind, that actual use of blogging software and posting the article to the public seems daunting. Often times the thought of posting regularly (like once or twice a week) can be overwhelming. Here are some suggestions:
- Share the responsibility. Depending on the size of your team or organization, ask each person to write one article a month. This is a lot less daunting the one person writing a one or more articles a week.
- Partner a writer with an editor. Perhaps, you have an engineer willing to write an article on a specific technology, but the engineer tends to dive too deep into the details. Have the engineer draft the article, and then have the editor polish it for publication. This can provide rich content for the article while insuring it provides the right message and is tailored to the right level of the audience.
- Consider having two people write an article Having a second person as a sounding board builds improves quality and applicability of content and builds confidence in each of the contributors.
- Focus on one topicand keep it short and simple with 3-5 paragraphs per article.
The blog article should be a brief window into you or your company’s knowledge and expertise. The article should try to provide a unique point of view or insight that help establish your credibility as a provider and ideally, positions you as an expert.
This was the second article in a series of three. Part 1. Blogging Best Practices: Why Blog? and Part 3: Blogging Best Practices: Format & Content.