What is a blog?
A blog is one of the tabs on a website where we can find many thematic articles related to our brand, most often addressing problems that the recipients of the site are struggling with. The blog tab is unique, however, because the content of the entire website is usually static and rarely changed, while a blog is (or at least should be) regularly updated and enriched with new entries .
The blog tab is full of thematic entries, including:
first of all, extensive and interestingly formulated texts on the topic discussed,
graphics and visual elements,
video,
Call to action, i.e. encouraging contact or taking advantage of the offer,
a short description of the author of the entry.
The list of blog entries itself can of course be divided into subcategories, just like we have done on our Shark blog, i.e. “Internet”, “Marketing” and “Social media”.
Why is it worth blogging?
A blog is a must-have these days if we care about positioning our website (and we should!). Thanks to a regularly and reliably maintained blog:
We significantly increase our chances of appearing in Google search results. This is due to the regular addition of bookmarks (entries) saturated with keywords and linking to our other bookmarks. More about keywords and internal links later in the entry.
We build our image by sharing our knowledge and experience with our recipients. As a brand, we are specialists in our field and it is obvious that we want our recipients to know as much as possible about the topics that interest them (because that is why they entered our blog).
We promote our services or products. Of course, this is not about intrusive product placement, but about describing the problem our recipients are facing and proposing a product that will help them deal with it.
Does your brand need a blog?
The answer is simple - yes . Any industry that has any group of people interested in a given topic has blogging potential, so your brand, regardless of the industry it is in, should have a blog.
Creating a blog for your brand
How to create a blog step by step
1. Define your industry and topic scope.
The blog is a fairly flexible tab where we can experiment a bit with the content. The most important thing is to stick more or less to the subject matter that our brand revolves around . If we run a marketing company, we shouldn't write about topics that are completely unrelated to marketing, such as Japanese car engines, because most likely no one in our target group will be interested in that topic.
When choosing the subject matter that we want to cover on our blog, in addition to its relevance, it is also worth considering it in terms of profitability and interest . If we define a subject matter that is profitable but does not interest us personally, we will most likely give up after a few entries. On the other hand, if we start writing about topics that we are passionate about but will not pay off in any way - we will gain nothing from it. That is why it is so important to define a subject matter that is appropriately balanced.
2. Learn about the needs and expectations of your future readers
To create a blog that converts, we first need to understand the interests of our potential audience . If we want to create a marketing blog, we need to conduct market research to analyze the popularity of certain topics.
For this purpose, it is worth using Google Trends or Ubersuggest , which we wrote more about in our previous post - Keyword Marketing - Tools
3. Take care of a professional website
If you plan to run a blog, you absolutely must first take care of your brand's website . In today's world, a website is the absolute foundation of functioning on the web. Your website should be tailored to the individual needs sweden telemarketing data of your brand, designed in accordance with UX standards and formulated in a way that promotes conversion - this is exactly the kind of website we are here to create for you!
4. Create a visual identity for your brand and blog
The previously mentioned website design is an immanent element of your new visual identification system . It is extremely important because it determines the entire graphic design at every point of contact with recipients and potential customers. We wrote more about the role of the visual identification system in our previous post - Visual Identification System - what is it and why is it worth taking care of?
5. Prepare a list of topics you will cover
At this stage, we already have our own brand website, we have a blog tab, we have defined the thematic scope of our blog and we know the needs of our potential recipients. It is time to start the creative stage, i.e. creating a list of specific topics that we want to cover . It is worth thinking about all the problems that our potential recipients are struggling with and suggesting solutions to them. In addition, it is worth analyzing all the key phrases related to our business and considering what topics to choose based on them. The AnswerThePublic tool can be helpful , it will suggest phrases that are somehow related to our topic.
6. Create your first post!
Time for some written work - creating a blog post. Choose one of the previously prepared topics, create its outline and start writing. Remember that blog posts do not have to be long to work! Much more important than the length of the posts is the use of key phrases and internal linking . When writing content for an article, pay special attention to linguistic correctness, nothing irritates the eye as much as spelling mistakes
. It is worth installing the LanguageTool browser add-on to check correctness .Remember to include graphics and photos in your post, they will positively influence the reception of the post and your brand.
7. Analyze the entry in terms of positioning
Optimizing text for positioning in search results is one of the most important steps we should take before publishing a post.
Above all:
Check if you have used high-volume keywords in your post. You can check the volume indicator on Ubersuggest . However, these phrases should not be intrusively thrown into the content without any context, because readers may feel confused and discouraged from reading further. Keywords should result naturally from the topic you are discussing.
Make sure your post has a strong and catchy title that will grab your audience's attention. However, avoid clickbaits, which are provocative titles that are not expanded upon in the body of the post.
At the beginning of the article, place a summary of it in a nutshell, i.e. at least three sub-points with the most important information contained in the entry.
Place internal links in the post content that will redirect to other tabs on your website.
Make sure your article contains some sort of “Call to Action,” a piece of text that stimulates readers to take a specific action.
When adding photos to your post, add alt text to them. This is an important step that will allow Google to understand what is in the photos or graphics and position them appropriately in the image search engine.
Don’t forget about metadata. After you write a blog post, give it a description and title that will show up in Google search results.
Give your post an appropriate URL that also contains your chosen keyword phrase.
8. Set a posting schedule
When running a blog, regularity of publications is very important , so it is always worth planning your publications at least a month in advance. Not only do readers pay attention to this, but it is also noticeable to Google algorithms, which promote regular blog updates more.
How many posts should appear on the blog per month?
There is no real limit that says that x entries in a month is too many and will have a negative impact on positioning. The more often our blog is updated with a new entry, the faster the traffic on our site will increase. However, it is worth assuming a minimum of 1 entry per week.