To blog or not to blog? It’s no longer a question. In the world of content marketing, blogs have presented brands with an opportunity to build audiences. Blogging is now considered an important marketing tool which is also great for Search Engine Optimization (SEO). However, to become successful in blogging, a clear plan must be in place.

Creating blogs that align with your company’s goals

One of the main reasons for blogging is to offer solutions to your audience, but with an aim to grow your business. Your topics should be relevant to your industry. Think of the products and services that you offer. That should give you a clue where you are headed.

Your blog should be a fountain of knowledge for those who come to visit your site. It should stimulate their interest in your products and services.

Create enjoyable reading material

While you may have the knowledge on the subject that you’re writing on, your readers must enjoy reading your content. It can sometimes happen that you have great ideas but only for them to be poorly executed.

Your writing style must be enjoyable and effortless to read. Simplicity is the best. It is often encouraged to write as you would speak. When people find your writing difficult to make sense of, they will move on to another website.

Blog consistently

The process of blogging doesn’t only involve writing, but there is a lot that goes beyond it, such as brainstorming, and editing. An editorial calendar is a good way to keep things consistent in terms of planning, producing and publishing your blog posts.

A clearly planned strategy will help you to produce quality work. Your subscribers will also be able to know when to expect your content. This means that there is also a consistent flow of traffic to your website.

Don’t be a copycat

Every brand has a unique selling feature, there is no need to copy someone. You may admire someone for their writing, but you don’t have to copy them.

If you’re struggling to come up with ideas, speak to your manager or sales team. You will be in a better position to come up with content that clearly communicates your unique selling proposition to your audience. You need to develop your style around that to differentiate you from competitors.

Be credible

We may be living in an information age with endless streams of information on the internet, but some of it is not credible. The reality is, that there is a lot of misinformation out there.

Trust is slow to gain but can be instantly lost. You should always be truthful. Never lie, because your audience will feel misled. Invest in being a reliable source of knowledge with well researched ideas.  Provide unique, useful and engaging content with a clean structure. Over time this will pay off.

Make your content easy to share

As a blog writer, your content should be easy to share, so that it reaches a bigger audience. If the reader finds the content insightful and interesting, they will be happy to share it with others.

In the digital era, social media has become a great platform for finding and sharing information. It is a necessity to get into these spaces to promote your content. The followers that you have can be potential readers.

Be patient, don’t give up

Bloggers need to be patient as creating a great blog takes some time. Building an audience is a process which requires dedication and attention to detail. The feedback and engagement from the audience will also guide you to figure out the way forward.

When you are not getting it right, be prepared to be on a learning curve, don’t give up. Keep trying and learning from others. It is always a good idea to connect with other bloggers in your industry and learn from them.

Final thoughts

When you decide to blog, you should be prepared to be in it for the long haul. It should be part of a long-term investment plan. Once you get it right, it will bring you incredible results. Always remember, that it is not for the swift, it’s a marathon. Keep writing.

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