You can’t have missed the fact that almost every organisation, business and even many individuals have a blog these days, sharing news, tips and opinions.
But amidst all this noise online, how do you make yourself heard?
As communications specialists, at KOR we are always striving to craft engaging and exciting content on behalf of our clients, blogs being a key way to reach audiences, so we like to think we know a thing or two about creating a great blog post.
The first, and perhaps most important, step to take is to create a strategy. You need to consider tone of voice, type of content that you will be posting and how frequently you plan to post. This plan might also include a scope of responsibility, especially if you work in a large team or with a partner agency; who will be creating the content, who will be uploading it and how will it be shared across your networks? Considering all of these points at the outset will ensure your blog is well structured, relevant to your audience and therefore receives lots of views.
You also need to ensure you have something to say. There is nothing worse than reading a post or an article that doesn’t provide you with anything. Try to make sure that your posts advise, inform, comment or discuss a topic or issue; give something to your reader that they didn’t know before and that makes them remember the post.
Another key point to consider is your topic. Readers will come to your blog expecting to read something that you are knowledgeable about, not an idea that you have picked from thin air. For example, if you’re a homebuilder like our client Cavanna Homes, it will seem more than a little strange if you start posting recipe ideas or film reviews. Think content and context, is this something you are well placed to advise on, comment on or to discuss?
A great way to source content that will be relevant is the search tool Answer The Public – quite simply enter a topic (for example we might search for ‘public relations’) and the website brings up a whole host of terms and phrases that people have searched for on that topic (for example ‘how public relations has changed’ or ‘why is public relations important’). By researching like this, you are certain to write content that will add value and address points that people want to know about.
All of this contributes to my final point: quality over quantity. Each time you are creating a post, make sure it fits with your plan, is making a point or discussing an idea, is relevant to your organisation and is well written. Poor quality, irrelevant content will only put readers off and potentially damage your website views. It’s always best to spend more time creating great content rather than post something just because you haven’t posted in a while.
If you found this helpful, why note read ‘Blogging, why should I be doing it?’