Content is the king of today’s marketing environment. The most successful brands in the world have developed detailed content strategies that help them inspire, entertain, and educate their target audiences. The aim of any copywriter is to create content that drives audience engagement.
The blog is a library of valuable content for your target audience. The preparation of new content each month ensures that the website is kept up-to-date. Each month you should work in conjunction with your team to ensure that messaging is consistent and timely. The copywriter should research and write blog engaging content for distribution on the website and social media platforms such as Facebook and LinkedIn.
A great objective for your blog writing is to use the ‘5 R’s Approach to Blog writing’ –
- Relevant – aim to educate your target audience
- Remarkable – aim to engage your target audience
- Requirements – the goal is to meet SEO standards
- Real Examples – look to provide examples
- Resolution – always end with a call to action
Make your article relevant
People love to read blogs because they want to learn something new. This is where we can educate them on a topic where we have the knowledge and experience to do so. Not only does this build a trust with your potential customers, you will also be distinguished as a relevant thought leader amongst your peers. For Google, it will come to recognise you as an authority in your industry.
Provide real examples
Provide real examples so that your audience can relate. You may wish to use examples from questions you are often asked by your customers, projects you’re working on, case studies about your clients, or your own past experiences. Write about the trends in your industry or talk about something that is happening in the news that may relate in some way to your business. Some bloggers gain great engagement by stating their opinions on something – this can be controversial, but definitely engaging.
It is important to meet search engine compliance. Use your keywords wisely and consistently. They must flow with the article. If there are too many random keywords slotted in and it doesn’t make sense, Google will pick up on this and class it as “keyword stuffing”. The ideal length of a blog is 400-900 words. Any less and it’s not worth reading, anymore and the readers get bored.
Is your article remarkable?
Does your article contain engaging content? You don’t want your audience to become bored or confused. You need to write to connect with your audience. Entertain them, educate them, keep them coming back for more. Using real examples they can relate to, educational advice and clear topics will be welcoming to your target audience.
What’s your resolution?
Make the most of this great marketing opportunity and end with a call to action. If the reader has made it to the end of your article, what would you like them to do? Leave a comment? Sign up for a newsletter? Make an enquiry? Call now? Have a think about what best suits your business.
How does this all relate to Google visibility?
We touched on this in the Requirements section – when a user types in a search query this what is called a “keyword search phrase”. For example someone could be looking for a “First aid course Port Macquarie”. Google then scans websites looking for the keyword phrase “First aid course and Port Macquarie”. Therefore websites that are Google compliant which contain that keyword phrase within their content will come up in the search results. This could be within a blog, or within the website page copy. This is only one aspect of the puzzle.
New content is key
You may have the perfect website page content filled with keywords relevant to searches, but if you do not have fresh new organic content each month, your website can become stagnant on the search engine scale and therefore rank lower than it should. Google rewards websites with new content each month, that is why a blog is the perfect inlet for that new ‘keyword-rich’ content to flow. If you notice your ranking slipping – check out your competition – they could be doing exactly what you need to be doing – why not join in the conversation!
How does social media integrate?
The blog creates perfect content for your social media platforms. Content to post, content to educate and engage your target audience, content they may share with their friends, content to bring them back to your website therefore also increasing your Google visibility.
I don’t have the time or headspace to write a monthly blog
There are plenty of copywriters out there that would love to assist in writing blogs for your website. They can work with your team to ensure that the “5R’s” are covered in each and every article. For more information on Webstudio’s copywriting services or some consulting on a content strategy for your business blog contact us at firstname.lastname@example.org