Blog writing started out as a web log. Thousands of people jumped on line to offer a “dear diary” viewpoint on everything from relationships to politics.
And while that blog writing had it’s time and place, something else happened. People realized they could generate a hefty revenue if their readers became even more engaged with them.
Bloggers in the know used their writing to sell products, feature advertisements, offer memberships, and/or launch books. In short, many turned a passion into a profit.
Profits weren’t something businesses could ignore either – so they began their own blog writing. Today, copywriters offer a strange mix of blogging, web copy, opt-in offers, etc. that all work together as a big picture to propagate a marketing strategy.
But is blog writing a waste of time?
Let me tell you the bitter truth:
If all you do is write a blog, post it on the internet, and expect it to stand out to the masses, you are wasting your time.
For most, the dear diary approach is dead. There’s too much competition for anyone to find you on the internet, let alone actually start following your brand, and convert into making a purchase from you (if you’re selling anything at all. Whole other rant.)
- Discuss random, unrelated topics
- Post only occasionally, bimonthly, etc.
- Just blog without a business goal in mind
- Ignore SEO and keyword strategy
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You need to use your blog (Hear me? Use it!) to incorporate a larger strategy of what you want your business to accomplish.
It isn’t a simple task, either. You need to work hard towards creating a blog people want to read, and then promoting it to the right people.
The key to blog writing is that you promote your blog to get it noticed by the people who will read your work, join your lists, and engage with your business.
- Taking a formulaic approach to every blog you write
- Testing headlines / subjects that work
- Sticking within a few areas of expertise
- Putting time into social media (Friending, Tweeting, etc.)
- Knowing what you want to accomplish
And what are some advanced blog writing strategies?
- How you break down the blog (subheads, bullet point, etc.)
- Effective use of pictures within the blog
- SEO tools like WP Yoast plugin
- Monitoring articles on Google Analytics
- Share social media tools on the blog
- Capturing reader information (emails, etc.)
- Telling your reader what you want them to do next
The most frustrating thing for many of us is that if any of these pieces are not working in harmony, the rest of the process will be broken as well.
For example, you have a beautiful design, take an hour a week to write a beautiful SEO blog, but no one signs up for your mailing list. Did you remember a call to action? Or to ask them to sign up with you?
How do you know if your blog writing is working?
You might think that the minute you launch a blog the ‘right way’ fireworks will sound in the distance and new clients will pound at your door.
Pay attention to other baby steps instead. Ask yourself monthly:
- Which blog topics got the most comments?
- Which got the most traffic to my website?
- What topics did I enjoy writing the most?
- Am I getting new likes, new followers, etc?
- Did I follow up with any leads with direct messages?
And if you aren’t sure your blog writing is working:
- Am I posting my blogs to the right audience?
- Are my headlines interesting to the reader?
- Should I get a Powershot to help me troubleshoot? (Shameless self plug!)
Whatever you do with your blog, though, don’t waste your time; do it right instead.
Elspeth Misiaszek uses her writing and online marketing skills to help vegan businesses, coaches and entrepreneurs increase sales on their websites and blogs. Is it SEO? Get our FREE blogging resource today.