Isn’t that ironic – a blog about blogs!

Although you may already know how vital the process of blogging is to your marketing and SEO efforts, simply writing a blog with no strategic plan of action can detract from the very reason you decided to write a blog in the first place. However, never fear as our Digital Marketing gurus are here, to fill you in on everything you need to know to about blogs, how to write them professionally and how to ensure they benefit your business’ SEO and marketing efforts in the best way possible.

What is a blog? classifies a blog as “an online diary or journal located on a website.” A blog post typically gives visitors to the website an opportunity to read more about a particular topic or area of interest. A blog typically consists of the following:

  • Images
  • Text
  • Animated GIFS
  • PDF documents
  • And more, much more

The exact date of the first use of the word blog has been widely speculated, with many scholars suggesting it was in 1999, as the natural evolvement from the description itself – “web log”. What started out as the extension of the increased use of computers, has quickly transgressed into a digitalised, new age society that lives for instant gratification and easy access to information. I suppose you can see why the evolution of blogs has been so advanced and crucial in the “digital marketing” that we know today.

How to structure a blog

History lesson over, let us get to the grit of it all.

One of the most important factors of writing a blog is its structure. Much like the makeup of a human body, the way in which a blog is structured is fundamental in overall blogging success (you would not be able to function without your heart, now would you?) While we do understand that every blog is different and suited to the target audience, here are the most common features that a blog should include.

  • Header with the menu or navigation bar.
  • Main content area with highlighted or latest blog posts.
  • Sidebar with social profiles, favourite content, or call-to-action.
  • Footer with relevant links like a disclaimer, privacy policy, contact page, etc.

What makes a good blog post?

  1. Ever heard of the 5 w’s?

The Five W’s are your best friends when it comes to blog writing and something that our content creators always refer back to. They are used for basic problem solving and research. So, before you sit down to write a blog, ask yourself:

  • Who are you targeting?
  • Why are you targeting them?
  • Where are they based?
  • When do they want to see this information?
  • Why do they want to see this information?

Once you have established your target audience and asked yourself the 5 W’s you will be well on track to writing an informative and educational blog.

  1. Keyword research

Keyword research is important to ensure you discover words that users enter into search engines to find content and services in your industry. By using the highly searched keywords in your content, you are more likely to rank better on Google, resulting in better audience engagement and more people reading your blog.

  1. Write a majestic Introduction and make it shine

Introductions are your opportunity to captivate your audience and make sure they read and hang onto your every word. Finding the perfect balance between, eye-catching and informative will ensure you get the best possible response. Your introduction needs to include the purpose of your blog, and how it will address any problems your reading may be facing.

Here are some examples of excellent introductions.

  1. Be compelling and persuasive

The aim is to draw your reader in and by the second paragraph you will need to have them hooked. Get to the point as quickly as possible and ensure you have created a sufficient build-up to entice the reader to want to know more about what you are writing.

  1. Subheadings!

The importance of subheadings includes:

  • They boost search engine optimization (SEO)
  • They break up the type to make the page more visually appealing
  • They help your reader navigate to important sections
  1. Informative and engaging body

When thinking of what to put into the body of your blog, consider that this is the part of your blog where you need to get into storytelling mode. Whether you are writing about a new service offering or your trip to the dentist, now is the time to establish authority. Ensure you keep the paragraphs of your body short and sweet and add descriptions and headings to each section.

  1. That is a wrap!

Time to wrap up your blog post, the best way to do this is by focusing on these three points:

  • Resolving the problem
  • Summarizing what you have just written
  • Creating a Call to Action

Let FireTap find the words to tell your story

Whether you are looking to drive awareness through blogs, get your business seen or generate leads and conversions, FireTap has the necessary expertise to deliver a tailored blog strategy to reach your business goals. We tailor our content writing services to your business needs. Whether it’s full content management or a one-off campaign, we do it all! Want to enquire about our services?

Call 020 3911 9715 or email today.