I’m often asked in this day of social media-mongering, with a new app or network coming out of the woodwork nearly every week, if blogging is still relevant. Do we really need to write reams of words when we can just post a limited status update that reaches a wider audience?
The simple answer is yes. We at Flow operate on the premise that “content is king”. Limiting your content dilutes your message and decreases traffic to your website (which is ultimately where you want your visitors to end up – all the information is there).
So, content is king – but exactly what content? What should you be saying in 500 words or less? I’m following popular advice and compiling a list (lists always lead to a higher SEO rating) of tips to make the blogging experience more rewarding.
Know your brand and your audience
When writing your blog, always remember who or what you are, your goals and vision, and who you are speaking to. What are you trying to achieve? How will you do this? Will the content of the particular blog speak to basic principles, or will you keep regular readers on their feet with something completely different?
Once you’re familiar with your brand, you will be able to convey your company’s message in as concise a manner as possible. Your blog needn’t answer the unanswered questions of the world, but should provide intimate knowledge of your source subject.
Be creative, be current and be trendy
Write according to people’s interests and engage with your audience. Keep up to date with social media and what’s trendy. How does this relate to your brand? Is the tweeting badger, flying penguin or rogue skateboarder relevant, or does your audience prefer facts and figures, solid data over cat videos?
Whether it be war in Syria, tourism or fashion, the key is to write for your audience based on trends in a particular field, while providing a new perspective. Your content should always be original and fresh, never regurgitated.
Write about what interests you (and what doesn’t)
Very often we base our content on what we think our audiences may or may not like. We’re often tasked by clients with the impossible brief of making a particular post “go viral”. An analysis of web trends and traffic can give a clear indication of what your particular audience is interested in, but the question arises: What about new audiences? How do you gain new subscribers?
As custodians of our blog platforms, we’re entrusted with living the brand. The key is to find what interests you, write about that, and then find ways to make to other topics pertinent to your brand interesting too. What should you be writing about? Everything relevant to your brand.
Be visual
While words are interesting, videos and images are more likely to attract an audience and maintain its limited attention. Your audience is able to visualise your message, and the use of audio-visuals can result in a higher share rate, driving others to your site.
Infographics are a great way of presenting facts and figures to readers without having their eyes glaze over.
A facelift doesn’t hurt either
Lastly, not only should your content be updated regularly, but so too should your site. To prevent “website fatigue” (the same thing every day for two years), a light refresh – whether it be layout or design – will expose the reader to other areas of your site they may have missed. It also gives the impression of a whole new look, reflecting a company that keeps up with trends and is innovative.