According to Neil Patel, companies that blog have roughly 97% more inbound links than companies that don’t, which equals higher rankings on Google and a lot more traffic. He goes on to say that,
Naturally, if you want to get your business in front of everyone’s eyes, the best way to do it is by getting your business on their digital devices.
If you want to dig deep into the question, “how to write my company blog?” you must listen to the experts. Marketing guru Holly Corbett speaks to why blogging is so useful for businesses.
Digital marketing specialist Chris Kubbernus states that making an article valuable and enjoyable is key.
What Platform Should I Create My Blog On?
In order to get your blog up and running, you need to first select a platform on which to create your blog. If you already have a company website, that’s fantastic because you can simply ask your web designer to add a blog page to your website and start writing away.
However, if you do not already have a website, or you have one that you made yourself, you’re going to have to do a little work.
There are dozens of platforms you can choose from out there, but let’s look at the top three.
1. WordPress.com or WordPress.org
WordPress is the most popular way to make a great website and blog. Both the .com and .org options enable you to publish customized blog posts which can be optimized for the internet.
Blogger.com is another favorite for creating a great blog that can be readily found on the internet. This platform is a little more complicated as you need to know a bit of coding if you want your blogs to really stand out.
Tumblr is another great platform to create your blogs on. One unique factor about Tumblr is that it has a ‘reblog’ feature which allows you to republish others’ posts (with their website referenced, of course.)
How to Write my Company Blog with the Best Topics?
The best way to track your ideas is to write down every reasonable topic that comes to your mind the moment it pops up.
If your business is based on baking then you are going to want to create content about things that are currently trending in the baking niche. You can create topics based on your own knowledge and understanding, or you could do some serious keyword research (which is discussed a little further down.)
A great way to get topic ideas based on your general understanding is to use Reddit and Quora to see what topics are trending in your niche.
When you search up your term in the search bar of these websites, all the articles and discussions related to that topic come up.
When you type ‘how to bake’ on Reddit, all the articles that are popular and posted within the last year show up.
Quora doesn’t always show the most recent posts, but it does show you popular posts related to your search term and it also offers a dropdown menu similar to Google.
What is SEO and How can it Benefit my Blog?
SEO is the process of optimizing your website and blog posts so they are easily found and indexed by search engines. Digital marketing experts like Corbett agree that search engine optimization is the number one way a business can benefit from a blog.
An important way to utilize SEO is through keyword research. Keyword research is the procedure of systematically finding words and phrases that can be used to make a blog post easier to find for the right audience. Getting the perfect keywords can really make a dramatic difference in your blog traffic
How Do I do Keyword Research for my Blog?
Keyword research is an art all in itself, and it can be pretty time-consuming. However, there are a few free tools out there that can help you find the right keywords for your blogs. Keyword research can be broken down into two main components; figuring out which keywords are the most popular, and secondly, figuring out which keywords have the least competition.
There are multiple ways of finding popular keywords.
Doing a quick Google search on your niche is a good way to get a rough idea of which topics are currently trending in your field. If you type ‘baking blogs’ into the Google search bar plenty of blogs related to baking will pop up. These blogs can serve as a wealth of knowledge and ideas because the fact they showed up first reveals that they are ranked high by Google and therefore their content is probably more popular.
When you type ‘how to bake’ into the Google search bar, a list of long-tail keywords usually drops down.
Keyword Research Tools
Keyword research tools make your job of hunting for keywords tremendously easier. There are many good keyword research tools out there but the best free option is definitely Google Adwords.
Google Adwords is a free tool which was originally designed to help you create the perfect ad campaign for your website. However, the keyword planner it comes with is a goldmine for finding out which keywords are actually being searched for on the internet.
The Google Adwords keyword planner is so useful because it lets you know how many hits a particular search term gets on Google per month and it also generates ideas for you. You simply have to type in keywords you think are relevant and find the one with the most hits and lowest competition.
When you log into your Adwords account, the top menu will mention tools. Click Tools> Keyword Planner. Once you get to the keyword planner all you have to do is type in the keywords you think are relevant and the keyword planner does all the work for you. The tool generates ideas of pertinent terms, and the best part is that it also tells you how well you will be able to compete for that word.
If you don’t want to go through the trouble of making an Adwords account, you can simply run a Google campaign and use the keyword area to find popular terms.
The best free way of doing this is by downloading the Moz Bar. Once the Moz Bar is downloaded and activated in your plugin settings, you simply have to search for your keyword on Google. The search engine results page will show up as usual, except now there will be an additional toolbar visible underneath each website.
The keyword baking comes with very high competition and it’s better to find a more specific keyword that has less competition.
Low-competition keywords are ideal because they have not been used excessively by your competitors and this gives you more chances of ranking for it. If the DA and PA meters are above 70% then it’s better to go back to Adwords and try out a few more keywords.
There are many more precise ways to conduct keyword research, but this method still gives you a better idea of what you can actually compete for.
How to Write my Company Blog?
When it comes to actually writing your blogs, the most important rule you can follow is that you produce content that offers value to the reader and is engaging at the same time. However, there are a few characteristics that make a blog really stand out.
First of all, the blog must be understandable and actionable. This means that the content that you write must be in a language that everyone can understand, and at the same time it should not be too simple, and it should offer significant value to the reader. There are a lot of fluffy articles on the internet that are just full of filler content, and these never do well. Each and every blog that you post must be targeting a problem and resolving that problem. Creating targeted posts which are designed to help your readers will increase the value of your blog because your readers will get a chance to learn something new every time they visit.
Google’s search engines have advanced and they no longer only care about the keywords in your content. Google now ranks websites based on how relevant they are to the terms being sought. The more in-depth and detailed your posts are, the more chances they will be seen as relevant to the keywords you are trying to rank for. No matter how deep you are digging with your blog posts, make sure you avoid common mistakes that many writers make when creating content for their company.
We discussed a few free methods of doing keyword research earlier, and it’s important to note that you don’t overstuff your blog articles with these keywords. Using the keywords naturally in your post should be more than enough to get the message across to both Google and your readers. It’s also a good idea to use your keywords in your headings and sub headings because that is what will catch the search engines attention the most.
Finally, What is the Right Length for my Blog Posts?
Your post can be as long as you want provided that you are giving quality content that has a lot to offer. Statistics show blog posts that are longer (1000-2500 words) do the best in terms of being shared. However, there is no point in creating a 2000 word post that has no value and does not offer valuable information to the reader if you don’t have that much to say.
The definition of a perfect blog post varies widely, but one thing remains clear: creating great content that gives value to the reader is the key factor to keep in mind when writing a blog. Blogging great content frequently can help you earn a lot more conversions and lead to more sales.
How to Find the Perfect Blog Writer
If you aren’t good at writing, or you think these blogging tips are too overwhelming, it’s a fantastic idea to hire a professional writer. How do you hire a blog writer? The answer is simple. The best way to find a writer is by going online and running a quick search on professional writing services.
You could always go through the pain of putting up your own advertisement on blogging job boards, but that would take a lot of time and energy. The simple way to get an expert writer is to contact a company that specializes in creating online content and ask them to get one of their experienced bloggers on the job for you.
Hiring a blogger will cost you money, but this is one investment that every business can benefit highly from.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
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