What is a Blog?
Definition of blog
A blog (shortening of “weblog”) is an online journal or informational website displaying information in the reverse chronological order, with latest posts appearing first. It is a platform where a writer or even a group of writers share their views on an individual subject.
The appearance of blogs changed over time, and nowadays blogs include different items. But, most blogs include some standard features and structure. Here are common features that a typical blog will include:
- Header with the menu or navigation bar
- Main content area with highlighted or latest blog posts
- Sidebar with social profiles, favorite content, or call-to-action
Here’s something you come to know: Blogging is an effective way to attract visitors to your website. In fact, you may have heard awesome statistics such as the one from Statista that says that of internet users ages 19 to 29 surveyed, 47 percent reported reading blogs regularly.
The obvious conclusion is that blogging is a good business strategy to drive more traffic to your site and increase your conversions.
But, is it failing to work for your business? After all, there’s a lot of content on the web; and if your content isn’t up to par, you’ll never break through the noise. So, how do you craft blog posts that internet users will flock to?
Here are some ideas for writing solid business content that attracts viewers:
Write for your audience.
Occasionally, when business owners start blogging, their first instinct is to write about themselves. While blogging originated as a format for online journaling, that’s not what makes for a successful business blog today. On the other hand, blogging for your business isn’t all about showing off your expertise, either. Nor is using big words to make you appear smarter, or dropping in jargon users won’t understand.
Instead, you have to create content that’s useful and relevant to your target audience.
According to research by journalism and electronic media professor Barbara Kaye at the University of Tennessee at Knoxville, there are nine reasons readers seek out information from blogs. These include conveniently located information and information that offers guidance/opinions.
So, what kind of useful content does your own audience want to read? There are a number of ways to figure that out. First, if you’ve already started blogging, look at your analytics to see which posts are the most popular. This will give you an idea of what your audience wants. You should create detailed buyer personas to help you discover your audience’s interests. Also, hang out where they hang out online to see for yourself what they’re interested in.
Not only does your content have to be useful for your audience, it also has to be easy and enjoyable to read. So, write in a casual way, as though you’re speaking to a friend. Your audience will form a better connection with you and your business when its members can relate to you through your content. Other tips for making your content easy-to-read for your audience include:
- Use headings.
- Add bullet lists.
- Keep paragraphs short, with lots of white space.
- Insert eye-catching images.
Check out your competition.
Another important step to writing better business content is to take a look at what’s already been successful for your competition. After all, if you can’t beat ‘em, join ‘em. Checking out competitors will help you discover what’s working and show you how you can incorporate something similar into your own business content for better results.
Start by reading the blogs of your biggest competitors to get a feel for the type of content they’re producing.