DON’T WRITE ANOTHER WORD UNTIL YOU READ THIS ARTICLE!
Building a company blog is a great tool for getting the word out about your company, you can use this content for a lot of things, including…
- Web pages that get discovered in Google searches, to drive new traffic to your website.
- Content in your regularly scheduled email newsletters that drives clients back to your site and positions you as a thought leader.
- Content to post to Facebook, or Instagram, or Snapchat
- The basis for new and interesting Lead Magnets or White Papers, that you can use inside of Facebook Ads, or in a downloadable resources section on your website, to build your email list.
However, you should never, ever ever start a blog that you can’t continue! Too often we see blogs that just… stop. It is the same old story for everyone… You get off to a great start, and then all of the sudden your last post is from 2016, and every new visitor to your website thinks you are dead or out of business.
Why do people stop?
Maybe it’s because they didn’t use the blog posts to generate traffic like they should have with ideas 1 through 4 above.
Maybe it’s because they forgot to put a Call To Action (CTA) at the end of every blog post, to turn those words into LEADS!
Maybe it’s because they did all of the above, and simply got too busy!
Maybe it’s because they didn’t have a good blog writer that they could call when they got busy?
What we do know is that these are simple problems!
The first step is to follow our 3 part plan…
Decide on a theme for every month. If you run a pet supply business it might look something like this:
It allows you NOT to have to think up ALL of your blog articles at once, you can just file each blog topic idea under the appropriate month as they come to you, and gives your creative mind the freedom to come up with interesting blog topic ideas as they come to you, knowing all the while that you have “just the right month” to cover it in.There are a few reasons to plan out a theme every month, including…
- It allows your readers to tune in to monthly themes based on their interests, which increasing engagement, and makes you look supremely organized and worthy of their time and attention.
- If you have a blog writer that isn’t yourself, it gives them a plan and a format to follow, so that you don’t have to have weekly or monthly meetings, scrambling to come up with blog topics.
Once you’ve got your monthly topics all sorted out, now you can start brainstorming specific blog topic ideas. For example, let’s say that the pet supply company publishes a blog once per week, on Thursdays, in the month of March. Their calendar would look like this…
If you don’t come up with all of the ideas all at once, that’s ok, you have time, just make sure to record the ideas as they come.
Each blog has a lot more parts than just the words that you write. Make sure that you or your writer clearly stipulates exactly what every blog article should include, including…
- The Blog Title: This is self explanatory, keep it short and compelling
- The Newsletter Title: Make sure it makes people want to click, and covers a bit about what your newsletter content is about, and features the blog that you are sending in the email
- An image: Do NOT simply pick an image that is a visual representation of the blog topic, get creative. For example, if you are writing a blog about “how to pick an unusual pet,” use an image of a man hugging a question mark instead of a man hugging a Rat, it is that simple. Interesting images are more compelling for your readers than images that describe the title.
- Meta Description: This is the part inside the code of the blog that might not get read as part of the blog, but that gets picked up by Google when it searches your site for things to include in its searches. Must be 120-156 characters. Include an “SEO Keyword” in the description (more about that in the next item…) This information can be input into your WordPress backend pretty easily.
- SEO Keyword: Before you write ONE WORD of your blog, you have to decide what people MIGHT type into Google in order to find it. The trick here is not to go for the most obvious answer. For example, if you are writing a blog about “how to pick an unusual pet,” you wouldn’t use the Keyword “pet” because on Google, there are about 1,850,000,000 results (or OTHER articles to compete with) that have the Keyword “pet.” Instead, you might go with the Keyword “how to pick an unusual pet,” (yes, a Keyword can actually be a phrase!). When you use this Keyword, you aren’t competing against ANY other articles with this specific title, so you will get all the hits when people type it in, versus NONE of the hits when people type in the word “pet.” Last but not least, make SURE that you use the Keyword or Keyword Phrase at least 3 or 4 times in your article, maybe more! This information can be input into your WordPress backend pretty easily.
- URL: The URL is the unique web address for the article. The URL that you use should be your SEO Keyword to improve the chances that Google will rank your article well. So, if you use the same article title that we have been talking about all along, your URL would be www.yourwebsite.com/how-to-pick-an-unusual-pet. This information can be input into your WordPress backend pretty easily.
That’s it! Follow this 3 part plan and you will be a blogger before the ink dries on a post-card. Just remember, if you don’t like to write, or read, you might be better off with a video blog, rather than a written one!