We’ve been helping a client clean up their blog in terms of content, structure, and strategy so we thought we’d share a few of the main points we’ve been discussing and explaining to our client throughout this ‘blog clean up’ process:
In terms of Content…
-Post content that is relative to your brand, your products, or the your brand’s ‘genre’. For example: If your company sells clothing then post content that focuses on your clothing, store/company, or customers. If you’ve run out of ideas within those subjects then aim for something close to home–like the fashion industry. It’s in the same ‘genre’ as your products but not about your products specifically.
-If you write about something outside of your brand (like recent industry news) then try to add a link to your product, mention a product, or mention your brand so at the very least you’re growing brand awareness. For example: Keeping the clothing company example, let’s say you posted about several influential people to follow on Twitter and Facebook that work in the fashion industry. At the end of your post suggest an influential person to follow on Twitter and Facebook that works for your company, like the lead designer or or creative director. This gives them an opportunity to get an inside view of what goes on in the company as well as growing your brand by adding more ways for people to get connected to the brand. Doing this only takes one sentence or two sentences!
-Note what readers respond to and how long they stay on certain posts in order to know what ideas to use for future posts to continue reader engagement and interest. The best way to track this information is through Google Analytics–become familiar with how it works and get into the habit of checking all available data on a regular basis, then apply what you know towards your blog posts.
-Perhaps you have more than one blog contributor–great! The more content the merrier. Just make sure that the contributors who are not writers, or are not used to writing for a large audience, gets their draft post checked over by someone who is an experienced writer. Blogs can be written in informal voice, but spelling mistakes, flow of content, and grammar mishaps need to be avoided at all costs. Also make sure to maintain the blog voice (the brand voice) no matter who the author of the day is. Readers want to recognize the brand through the writing even if there are different writers behind each post.
Stay tuned for more blog clean up tips regarding comments, titles, structure, and scheduling! Have a question about blog content or today’s content tips? Leave a comment below or post it on our FB page!
