Why should you blog?
- Writing blog articles makes your company stand out online.
- They attract web users that search for specific products and services.
- More website traffic correlates to a higher chance of potential customers seeing something that appeals to them.
James Clear in his book Atomic Habits uses the example above to depict the relationship between time and results. Sometimes if you put a lot of work into something, you have the expectation of fast results.
This graph examines how our mind can deceive us into thinking we haven’t made any progress, when all that is required is patience. You have to trust yourself and recognise that growth takes time. Try not to get tricked by the ‘Valley of Disappointment’ (Clear, 2018) because results don’t happen overnight!
Blogging often creates doubt when you’re not seeing instant results. When starting a blog you need to have the perseverance to continue developing and updating it to stay relevant to your customers, and to your business.
Picture yourself in a mineshaft where you are chipping away for precious minerals. Many would be discouraged after finding no rewards in the short term. But there are a select few that carry on through this mental barrier and eventually strike gold. Putting in time and effort gives you the best chance of success; the same principle applies to writing blog articles.
Importance of Web Traffic
Web traffic is calculated by the number visitors to a website and the amount of pages clicked on. More web traffic means more potential buyers, and ultimately, an increase in sales and profit.
Higher levels of web traffic through internet searches and social media will allow your business to gain more exposure and traction. To succeed, you want to reach as many people as possible, and the internet provides a platform to do this on a regional and global scale.
Writing blog articles is important because it creates more pages that can be clicked on. This encourages more traffic within the website to generate passive growth.
‘Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website’(Wainwright, 2015)
This generates a higher likelihood of traffic entering from search engines like Google. People will also stay on your website longer if there is more content to browse, so try to make each post interesting and visually appealing.
The graph below is taken from a survey of 1000+ bloggers conducted by expert Andy Crestodina (Crestodina, 2018) which examines how frequent posts increase web traffic and customer engagement.
This collected data signifies that a higher quantity of posts will result in a better chance for your business to thrive online. But always remember, quality should be valued in every post you publish.
With a variety of blog articles, your company has more potential to attract customers that come across something they like. The graph above (Wainwright, 2015) recognises that after a year of regular blogging, the search engines will rank your posts higher as they gain more popularity, so a regular and consistent posting schedule should be a main priority to gain traffic and success over time. This is because customers will read new articles after entering the website from previous posts, and it will encourage them to browse the website to find something which appeals to them.
Structure your blog article
Here we will cover a number of actionable steps to get you on the right path.
- The first initial step is to research your chosen topic. This can be done with tools such as: SEMrush, AnswerThePublic and Google Trends. Always research before writing so there is a clear picture of what to achieve.
- Plan the content of your blog with applications like Microsoft Word, PowerPoint, or Excel if you want to create a spreadsheet of ideas.
- Look for opportunities which relate to the time of year/ awareness days. For example, it would be more effective to post something related to the environment on ‘World Environment Day’ etc. to help your blog gain more exposure at the given time.
- Take note of your client/customer’s needs and try to shape the article for that target audience. You want your post to be useful and easy to comprehend for the people reading it. This is especially important if a customer/client has asked for advice or has a question that needs answering – so make sure it’s covered!
Things to consider
- Take time to think about the keywords in your article to appear first in search engines. Try choosing one keyword as the focus and include 1 internal and 1 external link to another post related to your article (this channels traffic to other posts).
- Have categories to organise your blog and use tags to link similar articles on your website.
- Use a suitable Featured Image: at Imagine we can provide a brief for our in-house graphic designer, or alternatively source your own relevant stock images. Remember to check copyright when sourcing images. A CCO license removes copyright restrictions on certain work.
- A working title is a general guideline and reference point to writing blog articles. When your post is ready to publish, you can refine the working title and make it sound more original in the final piece.
- Aim to write at least 1000 words so that your topic can be explored sufficiently and cover all areas.
Grammarly is a useful application to check the spelling and grammar of your blog articles. This ensures everything is coherent, and you can make adjustments to refine your work.
Promoting your blogs online
After a blog post is complete, you need to think about the ways to promote it online. You can use apps on social media like Facebook or direct advertisements from search engines to bring in more traffic. A GDPR compliant mailing list also sends blogs via email to potential customers.
Furthermore, a partnership with advertisement companies can be an expensive but effective way to get your blog noticed. The aim is to promote your business to the people that want your services and products the most – which is the key to a successful blog.
Clear, J., 2018. Atomic Habits. 1st ed. Tunbridge Wells: Cornerstone Digital.
C, Wainwright., 2015. ‘Why Blog? The Benefits of Blogging for Business and Marketing’. [ONLINE] Available at: https://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht. [Accessed 27 September 2020].
Orbit Media Studios. 2020. Blogging Statistics. [ONLINE] Available at: https://www.orbitmedia.com/blog/blogging-statistics/. [Accessed 27 September 2020].
I’m a recent graduate from Keele University where I achieved a BA (Hons) in English Literature, with a dissertation specialised in First World War poetry. During my time as a student I developed short stories for a creative writing portfolio, and I aspire to become a published author alongside my career.
I have studied a wide range of modules from History to Film studies, and my degree has enabled me to build on something I love to do. As a film enthusiast, I am constantly thinking of new ideas and stories to write about, and scriptwriting is a passion of mine. My favourite sports are football and basketball which I play most weekends. I also try to influence others with a positive mindset and consider teamwork a valuable asset. Reading is a big part of my life and studying it at degree level has transformed me into a versatile writer that can produce imaginative and insightful work.