April 09 2019 blogging Yorkshire Huddersfield

Writing a business blog may not be as daunting as you think and here's how to do it while maximising keywords and SEO

Colin thought too long and hard about his blog instead of writing it. Photo by Mathew Schwartz on Unsplash.

Colin thought too long and hard about his blog instead of writing it. Photo by Mathew Schwartz on Unsplash.

Most businesses in Yorkshire want to write a blog post … but many don’t know where to start.

Well, it’s far easier than you think if you follow these simple steps and I’ll cover them in bullet points to make sure your blog is clear, precise and quick to read.

* The headline is the be all and end all of a successful blog. It has to draw the reader in by posing a question they just can’t resist finding the answer to in the blog itself or be left with a fear of missing out if they don’t read on. Although 8 out of 10 people may read your blog headline, often only 2 out of 10 are inspired to actually read the text. Let’s boost those numbers.

* Follow your irresistible headline up with a punchy introduction that succinctly sums up how your readers will benefit by reading the rest. After all, this is all about what they’ll get out of it, not what you get out of it by writing it. Always write with the customer and how they’ll perceive what you’re saying at the forefront of your mind. Think of the keywords they will be using in search engines to find products like yours and make sure these keywords and phrases are in your blog.

* Think of blogging like having a conversation with a customer. Make it chatty, friendly, perhaps witty and easy to read. If they have to re-read a sentence then it’s a clear sign you’re failing in your quest.

* Make it look interesting so add in images, video or, if you’re feeling particularly creative, infographics.

* Don’t over blog. If you’re trying to do one a day that’s way too much. It’s all about quality not quantity. So if you put out one great blog a week on a set day then people will come to expect it then and, especially if you email your blog to contacts, they won’t be wanting their inbox clogged daily with your musings.

* Write what you know about. If you’re trying to wing it you’ll be found out sooner or later with social media users keen to point out even the smallest mistakes big style. In short, they’ll be brutal.

* Whatever you do don’t write it as a brazen sales pitch. Readers will quickly lose interest and will be loath to give you a second chance by reading your next blog. Yep, the saying you never get a second chance to make a first impression is certainly true in blogland.

* Promote your blog via social media such as Twitter, Facebook and LinkedIn. You’ll probably spend far more time promoting it than writing it which is another reason why just one a week should be enough unless it’s in response to a topical issue.

* Don’t go on and on and on and on (like this). Around 500 words should do nicely.

At the end of the blog finish it off with something that will provoke comments. After all, blogging is all about customer engagement and a way of getting people talking about you and your products.

And here’s mine. If you’ve a question about blogging then email it to me at Huddersfield-based andy@ah-pr.com