There are basically two types of blogs employed by most online businesses these days – those embedded as a link inside the main website, or those which are separate to the main website but are linked to from the menu of that site.
The principle, though, is basically the same.
A blog, literally short for web log, is a great way to achieve good Search Engine Optimisation (SEO) by having regularly updated content. It also provides a more personal aspect to your online presence which people may be more likely to follow and want to be updated on.
With around 120 million blogs circulating around the ‘blogosphere’, blogging is now starting to gain some serious credibility – and some serious exponents with quite a few bloggers now making their living solely from blogging.
So why should you want to blog? If for no other reason than it keeps your content fresh, dynamic and interesting. It engages visitors to your site to not only read your ponderings but also interact with and comment on them – Google loves this!
Secondly, having a blog that is insightful, interesting and most importantly focussed on your niche specialty that you know a lot about, goes a long way to establishing you as an expert in your field. It’s really important to be able to position yourself as somebody that people should listen to about your specific topic – your business.
Nobody knows your business better than you. At the moment, however, practically nobody knows you! Perception is everything and even if you are not a world-famous pioneer in your industry, if you write content as if you are, nobody will ever argue.
Content is king. You will hear that again and again and it’s because it’s true. The more content you have on your website (and through your social networking platforms) the more Google will index you, the more keyword-rich your online presences will be, and the more visitors you will get to your site which will eventually make your business grow.
Obviously writing the content is important but there are other more subtle things about the writing you need to concentrate on as well, and the difference between a well-read post and an ignored post, even if the content and the quality is exactly the same, can be the headline.
Let’s say you own a gym and you want to blog about your services to increase the traffic to your website which will then increase your memberships.
You could write a piece on let’s say, safe exercise for pregnant women. As you write the piece, keep in mind the person who will read it. If the heading appeals to them, that’s the first hurdle.
With headings, I stick to three difference angles that have worked really well for me: make a list, explain how to, and share a secret.
Making A List
“The top 11 safe exercises for pregnant women” – engages the reader because they obviously don’t want to know the 17 worst exercises for pregnant women to do. Human nature is to not only make lists in our head but to be compelled to read other ones – and for some reason odd numbers work best!
Explaining How To
“How to exercise safely when pregnant” – appeals to readers because of a natural curiosity, after all they are reading your blog because they want more information, and people want to get their information from experts in that field – which is, of course, you.
Sharing A Secret
“The secret to exercising safely when pregnant” – appeals to that part in all of our brain that wants to have something exclusive of others. While it’s true that a million people could read the same post, the reader still feels like they are hearing something not only for the first time, but written specifically for them.
These kinds of headings not only pique people’s interest more but search engines love them!
Jeremy Schoemaker, probably the most famous and most successful blogger and affiliate advertising specialist of recent times, outlines nine steps (odd number see?) to creating articles that attract readers and increase sales.
His first step is also to write headline that arouse curiosity, and he says you only need to pick up a tabloid or teen magazine to see how it works, they are always wanting you to know 37 ways you can please your girlfriend like never before or how you can drop 5 waist sizes before summer, celebrity tells all, or the 12 secrets that funeral homes don’t want you to know.
Jeremy says, “People are naturally curious, so use reverse psychology to draw them in. Your ‘insiders guide’ gives them what they’re not supposed to know. It’s top secret, in fact. So maybe the government, your spouse, your doctor, or someone else doesn’t want you to know – and therefore, it must be juicy!”
Another way to make your blogs stand out is to be a bit controversial. I don’t mean Perez Hilton-controversial (although his blog certainly stands out), but don’t just write about the same stuff everyone else in your niche is writing about – or if you do, maybe take a different opinion than theirs into your writing.
Let’s use the gym analogy again. If there are already a few blog posts on the safest way for pregnant women to exercise, why not write a post explaining why pregnant women should not exercise? You have to find something that’s interesting to people – even if it goes against what they particularly want to hear.
With that in mind, my number one tip for creating content is to blog honestly. If you are trying to shock or be controversial or go against the mainstream thinking on a certain topic – and you don’t believe it – that will come out in your writing. Likewise, if you really do believe the opposite view on a topic to most people and blog about that, it will be genuine to people.
Keep some human frailty in your writing and people will be interested, if not always happy.
So to make your blog stand out, get read and increase more traffic to your website and business, remember a few key points: blog often, blog honestly, don’t be afraid to be a bit controversial (as long as you are being honest), write about popular or topical current events, make lists, explain how to and share ‘secrets’.
If you are interested in finding out how I can help you grow your business by blogging, or for a obligation-free consultation, call me TODAY on 02 4324 2594.
Have you had success starting a blog for your business? Have I missed any important points? Please let us know in the comments below.
