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By in Grow

Once your website is live with great, relevant content, images and site navigation, it is then a case of creating unique content on a regular basis.

If done correctly, unique, relevant content is a great way of helping Google ‘find’ you; it can lead to growth in sales; and provides great material for sharing on social media channels.

Blogging is a way of providing regular, fresh content on a website.

As with most effective practices, blogging requires planning and dedication.

There’s nothing worse than finding a product website that you like, and then finding their blog (also sometimes entitled ‘news’) hasn’t been updated for a year! What message does this put across? Not a great one, to be honest.

Some beginner’s tips …

If you haven’t already, ask your web designer to install a blog or news function onto your website.

If you understand how to update and administrate your website, that’s great, as you can set up and publish a blog you’ve already researched and written at any time.

If you rely on someone else to do this for you, that’s also cool!

Elements to consider are font, graphics and page layout.


Then make a list

If you are writing the blogs yourself, or a member of your team is doing so (don’t forget you can also feature bona fide guest bloggers), one the best ways to plan is to come up with list of topics that are relevant yet different and then put these in date order. For example, you might want to write a blog about pumpkins in October … this subject perhaps wouldn’t be relevant in the spring.

The subject matter should be something you know inside out and feel confident to write about. There are professional copywriters and bloggers that can help you with this, too, and here at Colour Creation, we can offer this service to you.

Some blog platforms allow you to schedule posts too … this is handy if you’re pushed for time and means you can plan ahead.


How long should a blog be?

This is hotly debated … longer blogs can tend to get a bit fluffy and readers can lose interest … however for search engine optimisation purposes, 1,500 to 3,000 words helps with SEO, encourages comments and sharing.

That said, great things can be expressed in fewer words.

As a rule, the more content you write, providing it is relevant, unique and with as little repetition as possible, the better.

An example could be, if you make handbags, a blog about the history of handbags, how they’ve changed across the years and how they have become a status symbol is relevant to your business and suggests you have in-depth knowledge of your product.

The next blog could be what your handbag says about you; feature some iconic handbag devotees and promote next season’s trends … and the list goes on.


How long does it take to write one?

A longer blog can take several hours … also if you need to research the subject, then this adds to the timescale.

Some tips to help get you started could be case studies related to your businesses. Maybe you can offer an advisory blog post … a bit like the one you’re reading now.
Or maybe some in-depth testimonials from satisfied clients?

If you are a tourism business, then a good way to put a blog ‘out there’ is to list your favourite places to visit; or your favourite walks; or some great cycle rides suitable for the whole family.

Once you start to think about the various topics that relate to your business, the list should get longer.


Can I use images?

Yes, as long as you have permission to use them.

Remember to tag your images, too, rather than leaving it as 78231.jpeg!


What makes a great blog post headline?

Yep, this isn’t easy! There is a good reason why the title of a film or book is left is often right until the end. While you might have written your blog on a particular subject, the main headline of your blog has to capture the audience’s attention.

Main things are to keep it simple … so ‘The greatest handbag design in the world …’ would appeal to your audience and totally tempts them to read it …

There is a free tool (you’ll need to sign up for it) which is great for analysing your headlines https://coschedule.com/headline-analyzer This cool tool gives you a breakdown of your proposed headline.


Do I break up the text?

Most definitely … in fact, breaking up the text is to be encouraged.

Paragraphs of a maximum of four sentences is perfect (particularly for smaller screens).

Sentences should be concise, i.e. not too long or short … around 20 words is ideal.


How do I emphasise the key points of my blog?

There will be key points or factors you wish to relay to your audience so feel free to put these in bold.


How do I encourage sharing of my blog?

Some blog functions will offer you the choice to use an image for your blog suitable for sharing on your own social media channels.
Also, can you encourage social sharing of your blog by adding social buttons at the end of it.


How often do I blog?

Again, a topic of much debate … some bloggers post every week, others once a month.

Ideally it is twice a week however this does take a lot of dedication.

As we don’t live in an ideal world, quality is usually better than quantity … so once a month is manageable for most.


Check, check, check

We’ve all done it … spotted an error when it’s already gone live!
Get someone else to read it first, as being your own proof-reader is rarely sufficient.

Also, another great tip is to write your blog then leave for a while, come back to it and you’ll spot an error more easily, and might also come up with more content and ideas.
It’s also very easy to make errors with fact-based blogs. Going back to the handbag theme, do any dates you mention check out? And the spelling of the designers … are they correct?


When’s a good time to post my blog?

There is advice that suggests Monday and Thursday mornings are good times … and certainly for some businesses, this will be the case.

Yet your audience might be ‘different’! So, a gardening fan might relax on a Sunday evening after a long day in the garden … they’ve got their drink and hey presto! … they’re relaxed and read your blog about ‘the best lawnmower on the market’ ….


How do folks know I’ve written a new blog?

If you have a GDPR compliant subscriber list, then be sure to update them by email.

Be sure to let your social media followers that your latest blog is there for them to read and enjoy.


Don’t just promote once

Of course, it does depend on the subject … however the history of the handbag blog post could be promoted several times over a year.
When deciding the subjects of your blog, then posts that offer a potted history of your subject area are unlikely to change significantly.

Of course, you can blog about a particular event or workshop, which will have a limited life span.

However, there is nothing wrong with updating a blog and re-posting it at a later date. Not only does this help to preserve the hits your blog has already received, it is also a great short-cut to posting a blog when you’re very short on time.


And in conclusion …

They say starting and ending a piece of writing is the trickiest part.

Actually, one tip from our copywriter is to purge on a page.

Just write and write and write.

Leave it.

Go back to it.

And you’ll see a better way of starting it and will know how to end it.

Some writers (as blogging is a form of the written arts) use repetition as a way of stirring your hidden scribe.
This mean typing or writing away and then when you hit a blank wall, keep typing or writing the last word, word, word, word until your brain moves onto the next thought.
And when you get to the end of your blog, always have a great way to conclude it.

Summarise your blog as part of your conclusion. For example, this blog has given you some beginner’s tips for regular blogging and has covered many different aspects such as how long a blog can be, how often should you blog and how it can be shared.

There are also some practical tips such as proof-reading, when to post it and how to promote it going.
We hope this blog has been helpful and will help you start your blogging journey soon. Good luck!