Need some digital marketing inspiration? You’re in the right place!
Sometimes business gets busy, and sometimes it’s hard to stick to a blogging schedule. But if your marketing strategy includes uploading monthly or weekly blogs onto your website, or sharing them on social media - you must make the time for it! Great blogs bring fresh, new content to our website. This boosts our SEO, and helps our website perform better on Google. Sharing interesting and helpful blogs on social media also engages our audiences, and can bring targeted traffic to our website!
So whether you are a marketing manager, digital marketing agency, or you’re looking for marketing help for your business, we've got some helpful tips to craft the perfect blogs.
Most people think that writing is all about writing. And whilst that does seem logical, it’s more like 60% of writing is writing. And the pen to paper part comes last! The planning and research done prior to writing makes or breaks a blog. So let’s get this part right:
And to make it easier, we’ve created the 4 W’s technique. Why, Who, What, Write!
Why… are we writing this blog?
Okay, first things first, why are we writing this blog? Sounds silly, but the why is super important. Why? Well, it’ll help us to create a blog that your audience loves, and supports your wider marketing goals too.
Is it to give your audience helpful, informative tips? Or to help resolve a popular issue or question? Is it to share some topical industry news? Or to celebrate exciting business updates? Is it to boost your SEO score, or to make your website perform better on Google? Or to help your audience get to know a specific service, product or team member a little better?
There are endless topics you could write about. And, whilst it could include a combination of the following reasons above, the key is to keep it focussed. Choose a subject, write it down, and stay on topic. Digital content typically performs best when it’s nice and easy to read, but it must be concise and structured too. Start to jot down initial ideas, and keep a note of your subject and your why in front of you. If you have any thoughts that start to go off topic, save them as notes for another blog.
Who: Know your audience
Understanding your audience is key to any successful blog (or social media campaign, or marketing strategy!) So who are we writing for? Are they local businesses in Yorkshire searching for digital marketing tips? Are they B2B businesses in Huddersfield, who need help with informative social media content? Are they well established businesses in Leeds, looking to stay relevant and increase brand awareness? Or perhaps SME’s in Manchester boosting their website SEO organically? Outline who you want to talk to, be specific, and get ready to tailor your content to meet their needs and interests.
What: Researching Content, Ideas and trends
Social Media
If you’re struggling for content ideas, and even if you’re not struggling for ideas, it’s always great to research at the start of the blog-writing process. Start by looking at what content your audience is already engaging with in your industry. Search Tik Tok for other businesses that sell similar products or services to you. Don’t copy content, instead, look for opportunities and knowledge gaps you can fill. Take a look at the comments on their posts, too. You’ll find lots of questions from people in your target audience. Choose a question, and answer it in a blog format!
Remember, blogs can be about anything and everything, but most importantly, write about the things that your audience cares about. Friendly, useful information about your product or service always works well.
Keywords
Your website's keywords can also be great subject inspiration, too. If your audience searches Google for things like: websites, social media and digital marketing, write blogs about these topics. Remember, your content should answer their questions, share your knowledge, and add value. This one is a win, win with a cherry on top; by using your keywords, you’ll be boosting your own website's SEO, and adding value to your own digital marketing strategy.
Your Experiences
Often our own experiences can serve as research, and inspiration ideas can be found organically during your day-to-day. Make a ‘Blog Inspiration’ Doc on your phone. Ask your audience online what content would help them. And whenever a customer asks you a question, note it down alongside how you helped them resolve the issue. Ask other team members or departments to do the same. Each one of these questions can become a useful blog to post on social media and your website. Chances are, if one person has this problem, others will too. Soon you’ll become a content hub of valuable information for your audience!
And when you’re in doubt…
Remember, you’re the expert at your subject, so be confident in sharing your knowledge. And if you have a digital marketing team, they will have become masters of your business and audience too! Try to think of this as just having a nice chat with a customer.
Googling the latest research or industry news can help inform your blog, but don’t be tempted to use AI or rewrite other businesses blogs.
Your audience wants your knowledge, your brand and your voice. Regurgitating other brands content won’t help to connect with your audience. We want to read your perspective, thoughts and tips. We want your personality. Your team. Your service or product. Your business isn’t a copy and paste. So don’t copy and paste your content! Also, in the age of AI content, your brand has an amazing opportunity to stand out with a nice and friendly human voice 😊
And now we’re feeling confident and full of ideas, we can write! Don’t worry though, if your mind has gone blank again, next week's blog will be a step by step guide of how to write a great business blog.
In the meantime, have a super week, and happy writing!
Katie :)
Great article! As an education marketing agency, we appreciate the valuable insights shared. These strategies can truly help educational institutions enhance their marketing efforts. Keep it up!