February 2, 2017

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Business blog part 5: Writing, planning and promotion

In the fifth part of the business blog series we discuss the writing, planning and promotion of your business blog. In the first four parts of the business blog series you’ve done all the research to create a good base for your business blog. With the help of your content train, like we discussed in part 4 of the series, you’ll be able to make a quick start with your blog. The next step is to write the content and everything what comes with it. This could take some time, so let’s get started right away!

Take a look at the content

The quality of the content you write is just as important, if not more important than the technical optimization by using your keywords. The content train provides the framework of your blog, but the volume is to be determined. How do you make sure your blog is technical optimized and qualitative at the same time?

The first step is to gather as much information as you can about the various blog subjects. Are you writing a blog about the keyword ‘business blog’? You should present yourself as the expert on the subject. Make sure you know what the word means, what has been written about it, which angle your focus group would like to read about and what the goal of your blog is.

Especially the latter aspect is very important to think about. What kind of feeling do you want your focus group to get when they read your blog? It the goal to amuse, to inform, to discuss, convince or to activate? Every blog has its own goal and in the and they all contribute to the main goal; the conversion by using your ‘locomotive’, like we discussed in the previous blog.

Part 10: Case Gerards online petshop
Gerard decides to extend his content train by adding the goal of each blog. This way he knows exactly how to write his content and how they contribute to the main goal.

His content train looks like this: content-train-goal-eng.

Start writing

After you’ve determined the goal of your text, you can start writing. You could choose to write your blogs on your own or to hire a writer. If you choose this latest option, it’s very important to inform the writer about the plan behind your business blog content train.

You can start writing many different ways. You can choose to start at the beginning, write phase one and continue with phase two and so forth. This way, the blogs will be posted chronological. Another possibility is to start with writing the ‘wagons’ and to write the ‘locomotive’ afterwards. This way you make sure that the locomotive is the final linking factor of the phase. The last option is to write your ‘locomotive’-blogs first and to link your wagons afterwards. If you write by using this technique, you’ll use your locomotive as a guideline for all the other blogs. Which choice you should make depends on your own preferences!

While writing, note that your blogs meet the following characteristics:

  • The blog has substantive, qualitative and well written content that complements the information your focus group is looking for.
  • The blog is optimised by using a keyword that was determined in advance.
  • The blog links in a correct way to the locomotive, wagons or means of conversion.
  • The blog is made visually attractive, with the help of nice pictures that are connected to your content and aren’t copyrighted.
  • The blog is nicely structured and contains a certain amount of titles and paragraphs.
  • The blog contains at least 400 words for the medium wagons and at least 500 to 600+ words for the locomotive and big wagons.

If you want to bes ure that the technical basics of your blog is correct, you could get some help of the Textmetrics real-time editor. This tool gives you live improvement suggestions for your blog.

Part 11: Case Gerards online petshop
Gerard decides to write his ‘locomotive’-blogs first and to use them as a guideline for his ‘wagons’. He starts writing about the ‘why dogs’-keyword first. While using Google to gather information about the subject, he finds a lot of questions of people  who want to know why it’s a nice pet to have. He chooses to write an inspiring text about the choice for a dog. Everyone who buys a dog could be a future customer of Gerard of course!

His first blog was called: : “Why dogs as a pet: 7 reasons to choose a dog”. In this blog he tells about all the funny reasons why you should raise a dog and why being a dog owner is the best thing ever. While writing, he keeps his focus group in mind. He ends his blog with the following sentence;

“… because there are many, many lovely toys to play with, together with your small friend’.

In this sentence, he places a link to the toys that he cells on the webshop.

Planning and promotion

After that you spread each of your blogs on social media and other channels where your target audience is located. Publish and promote your content on your own website. In WordPress and other Content Management Systems, you can add the blog easily. Post regularly, for example once a week to start with. This way you create a trustworthy base for your target audience and the search engines.

It’s useful to create a clear planning for your blogs. You don’t have to post and to promote every blog the second you’ve finished it. It’s useful to create a structure in your content planning, so you can meet the expectations of your readers. If you still have no idea where to start, take a look at our first blog of the business blog series and gather some inspiration of how to get started.

Test, evaluate and correct

After you’ve published the blogs, the issue is to keep up and to evaluate and correct at any time. To maintain the quality of your business blog, it’s important that you keep an eye on your blog at all times. It doesn’t stop at the moment you’ve posted your blogs. Check your Google Analytics data to see how much traffic certain blogposts get and promote your blog in many different ways. Do you want to know more about how to measure and evaluate your business blog results? Read the next part of the business blog series: Business blog part 6: Test, evaluate and correct (published soon)

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