Business blogging masterclass

5 tips for running a successful blog

Business blogs are always started with the best intentions, but somewhere along the way, the posts become scarce and eventually dry up altogether.

The Daily Business Post asked Conor Lynch, CEO of SocialMedia.ie for his tips to create a great business blog that will attract readers and turned them into customers.

1. Choose a simple, responsive theme

Creating a business blog, you should bear in mind that not everyone will be looking at it from their laptop or PC — which means you’ll need to choose a theme that is digitally responsive and displays perfectly on mobile, tablets, laptops and desktops, Lynch said.

“Design is one of the most important factors for your blog. It has to have a user-friendly navigation and be visually appealing,” he said.

Your main goal is to communicate with potential customers — so keep it simple, accessible, interactive and shareable.

2. Integrate your blog with social media

It’s absolutely crucial to connect your blog with your main social network pages, Lynch said. You can do this easily using plugins or widgets which you can set up to post to your pages automatically as soon as a new post is published, minimising the amount of time you need to spend on sharing across platforms.

“Your blog should be the hub and engine room of your social media activities,” Lynch said. “It’s where you should upload and manage your content before sharing it on social networks.”

Writing good content is just the first step — unless you promote it to your readers across a wide range of platforms, there’s no point.

Once you’ve shared on all the relevant platforms, try to engage your readers in conversation.

“Encourage readers to leave a comment or to start a discussion and ask questions. Readers love to show off their knowledge too,” he said.

3. Create shareable content

Blog readers love quick, insightful posts that teach them something they didn’t know — but aside from the content, your posts will need a catchy title or your readers will be less likely to share them.

Lynch advises to write titles the way you would write a tweet. An added bonus is that when posting across to social media, you won’t need to waste time making the titles more Twitter or Facebook friendly.

Additionally, use a relevant image in the posts so they don’t look like big long tracts of boring text.

“Blogging is not just about text; you should incorporate video, photo or audio content into your blog posts. Choose the format that works for you and which will have the biggest impact on your audience. Your blogging strategy can include multi-format content,” Lynch said.

“If your blog shows your business as offering intelligent and informative blog posts, readers are more likely to hang around to check out your products and services”.

4. SEO or Search Engine Optimisation

A well-organised and optimised business blog will be a valuable source of extra traffic to your website, Lynch said. People who never otherwise would have landed on your page will find themselves there to read your content.

Make sure you tag your posts properly with relevant keywords and categories. It will help readers and search engines find your content more easily.

5. Attracting readers

If your blog shows your business as offering intelligent and informative blog posts, readers are more likely to hang around to check out your products and services.

It is not a good idea to just write a blog post without spending some time finding readers by promoting your posts on social networks. If you are a B2B business, it is advised to share your blog post in relevant LinkedIn groups of people interested in the subject area.

Building a community of readers is something you should strive for so connect with readers on Facebook, LinkedIn or Twitter.  It is hoped that they will see your next blog post in their newsfeeds and come back for more of your great stories!

Do you want some help with your business blogging? Contact us or follow us on Twitter

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