Many business owners often hesitate to begin writing a blog. Questions arise: What is a blog, and why should we use it? Why does it matter for a business from a marketing perspective? Isn’t blogging mainly for individuals sharing personal anecdotes about their cats or late-night cooking experiments?
The web definition of a blog is that a blog is a type of website or part of a website. An individual usually maintains a blog with regular entries of commentary, descriptions of events, or other material such as graphics or video. Websites usually display entries in reverse-chronological order. A blog can also be used as a verb, meaning maintaining or adding content to a blog.
To create a successful blog, first, we define our purpose. What message are we trying to send across the web to our audience? After carefully contemplating our topic, we then write killer headlines followed by the structured components of a blog. Finally, we use and insert eye-catching images that serve the purpose of the blog topic and make the blog stand out from all the others.
A blog is a logical first step if you want to create content. A blog can serve as your online home base for all kinds of content and can become the central location where you convey your thoughts, messages, and ideas to your target audience about you and your organization.
You might share different types of mediums, including original posts about a topic you understand. You can also share others’ content which is called ‘curated content’. Curated content is an excellent way to get your feet wet before developing original work if you are new to blogging. If a press publication cites you, share this information with your audience. The same is true of awards or certifications your organization or professional association won.
Where to Begin
There are a variety of blogging platforms or content management systems (CMS) available to you. Wix, WordPress, Weebly, Medium, Ghost, and Blogger are the most popular. They have similar features but are set apart enough that you need to take time to look at them all to determine which will work best for you.
The key attributes of a blog site you want are security, reliability, popularity, and its image fits your content. Early in its life, Tumblr had adult content on its site. After Yahoo purchased them, that ended. In fairness, in early blogging history, a lot of sites had adult content. Look at the blogs on the sites and make sure you are comfortable with their political content, scientific content about the pandemic, or any other issues important to you.
LinkedIn has the advantage of being both a blog site and a social media platform. Many bloggers chose this platform because it gives them more visibility than a stand-alone blog site.
Going back to the key components, the most important part of writing a blog is defining your purpose. The key is to make sure that you have correctly identified your target audience.
If you understand your audience and your competitors, you need to focus on why you are creating this blog and what you are trying to achieve by writing it. If you are a business entity, non-profit, or educational institution, you should be writing content relevant to that audience. Moreover, you should learn who else is writing to that audience. Lastly, what are your goals and metrics for your blog? Tracking your blog post metrics will give you good feedback on whether your content resonates with your target audience.