With the average small business now devoting around $75,000 a year to digital marketing, it’s vital to make the most from your site. One of the most efficient and cheapest ways to enhance your digital strategy with your audience is through a blog. With a blog, you get the chance to blur the line between sales and storytelling while connecting with your audience in a sincere way.

Here are four things to remember when you’re working on your blog.

1. Understand Your Purpose

When you’re seeking to start a blog, you need to have a purpose before you dive in. It’s vital to know what you’re aiming for before you begin devoting your time to writing. You can write aimlessly for thousands of words without realizing where you’re going. If you don’t know who your audience is, what you’re trying to share, and how this helps you reach your goals, then you need to recalibrate.

You need to start your blogging journey by defining your audience. Is it your most diehard fans or is it people who are learning about the kinds of products and services you offer for the first time? You need to know who you’re speaking to in order to adjust your content for them.

You also need to have an awareness of what you’re trying to share. Some blogs are all about tips to thrive as a user of your products and services. Others are DIY or how-to tips to use your products and services in new ways.

Consider how this helps to build your business. If you’re looking to enhance the experience of your products and services, make sure that every post fits this bill. If you’re trying to sell new products and services, make sure you’re focused on that.

2. Be An Expert

It’s vital for your audience to trust every word that you say. We’ve all read those reports or articles where we’re not sure what’s driving the writer to make the claims they’re making. As soon as we start to become skeptical, we lose the trust of our audience and have to do twice the work to connect with them.

If you’re writing about a new project or a new product line using materials that are new to you, do your research. Don’t make any claims that can be easily refuted. If there is conflicting research about something, let people know and be transparent.

When using a quote or a figure, link to your source so that your readers know that you’re sincere. While it’s irritating to have to build trust if you’ve been in the industry for years, it’s a fact of life. Most new clients are skeptical so you need to work to build their trust.

Whenever you add a new post, you should be adding value to your brand and to your website. Ask yourself with every post you write “how is this adding value to my brand?” If you can’t come up with a reason, you might not be writing with as much confidence as you need to be.

3. Titles Matter A Lot

When you’re writing your posts, you should write in an authentic and sincere voice. Use a voice that makes sense to you and sounds conversational. However, when you’re coming up with titles for your posts, you need to think very strategically.

Once you have the general subject of your post, come up with some keywords. Make sure those keywords or phrases appear a few times in your post in unique ways. Then make sure you use that keyword or phrase in your title.

Use a search engine to find results for that phrase or those keywords to generate ideas. You need to hook people in with your titles, so they have to be something you’d be interested in reading. You only get a few seconds to catch the eye of your reader so form your titles wisely.

People love an easily consumable list where you give them “ten reasons” or “four tricks the experts don’t want you to know.” These get a lot of clicks and will keep people around on your site for longer. The longer people stay on your site to read your posts, the higher you’ll rank in the end.

4. Length Matters

The length of your posts matters more than you might think. While you should post a variety of articles with different lengths, you need to optimize your length and your keywords to ensure they appear higher in searches. You need to make content that people want to share on social media.

When you’ve come up with a topic, run a search for posts about a similar topic. If you see people posting 3,000 articles about a yes or no question, it’s likely they’re filled with nonsense. Sometimes they have useful content but that’s not always possible when you’re writing so much at once.

The best metric is to look at what your competitors are doing. Add relevant links to reputable sources when you’re using quotes or figures. This gives search engines the idea that what you’re saying is at least remotely reputable as well.

Add a few links for every article over 500 words. Use your keywords at least twice for every 500 words that you write. This will give you a clue as to how many times is too many and how many is too few.

Digital marketing is more complicated than traditional marketing but it can be cheaper and more lucrative so long as you know what kind of content to put out.

Every Great Digital Strategy Includes a Blog

Without a blog, your digital strategy is leaving money on the table, so to speak. There are so few great ways to connect to people, share information, and build a community but blogging offers all of the above.

If you’re looking to start a new venture or expand your business, make sure you’re following our rules for starting a business.


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