Blogging has become an integral part of a business’s content marketing strategy. Not convinced? Here are some stats:
- 77% of bloggers report that blogging drives results
- Marketers who prioritize blogging are 13x more likely to have a positive ROI on their efforts
So, starting a blog is step one and that’s easy. But bringing traffic to your posts, now that’s a challenge. Don’t panic though, it can be done.
In this post, you’ll get a few tips and tricks we learned from managing our own blog and generating 50k traffic each month on our blog.
If you’re short on time, then you can check out this video instead.
Best practices for starting a blog
Identify your expertise
First things first—what will your blog be about?
Well, it has to be something related to what you do. So, write about your industry and share your expertise.
That’s how you gain credibility.
Since we’re a video production company, our area of expertise is video production, video marketing, and animation. And that’s what we mainly write about.
Identify the target audience
You have to define your audience. This will help you create a strategy for your blog and help you pick topics that your intended readers will find relevant.
Our main goal with the MotionCue blog is to write valuable content related to our industry (video production and marketing).
Pick a tone of voice
The tone of voice embodies your brand personality, relates to your audience, and keeps communication across all channels consistent.
And it’s a great way for writers to stay on track. Here’s a look at MotionCue’s tone of voice:
- Expressive: use simple words to express big ideas.
- Curious: show interest in trends and look beyond the horizon.
- Creative: find inspiration in the world around us.
- Realistic: be straightforward. No superlatives. Stay grounded.
Set writing guidelines
People have a short attention span online. If they find your content too long or dull to read, they might leave without giving it a second thought.
Your goal as a content manager should be to set writing guidelines that’ll help your team write articles that the target audience will like to read.
You’ll have to set guidelines for paragraph length, capitalization, spellings (UK, USA), and so on.
These guidelines ensure consistency and make the editor’s job easier.
You should also pick a style guide to follow. Refer to either the Chicago Manual of Style or The Associated Press.
You could also just create your own style guide. Just be sure to stay consistent.
Creating a content editorial calendar helps you stay on schedule.
It keeps all your topics in one place, helps you organize your writers, and allows you to keep track of assignments. It’s a must-have for all content managers.
You could use Google Sheets to create a calendar. That’s what we’re doing at the moment.
The idea is to keep track of the writing, editing/reviewing, and approval process.
Here are a few tips that have helped us in getting organized better:
- Keep topic suggestions in your calendar.
- Mention deadlines and date assigned in your calendar. This keeps the content team on track
- Add article references, keyword suggestions, and notes in your calendar.
- You can also color code necessary information. Add tags, categories, and links for better organization.
Invest in SEO tools
SEO helps your blog posts get seen. The goal is to have your articles appear on the first page of Google search results, ideally in the top five.
To gain that SEO edge, you’ll have to find good keywords and keep an eye on what your competitors are doing.
For that, you’ll need to invest in an SEO tool. Ahrefs, Google keyword Planner, BuzzSumo, Moz, and Semrush are all good for keyword research.
Related: Best Content Analytics Tools
We’re using Ahrefs at the moment. We use it for keyword research and to monitor blog post ranking. We also use it to keep track of overall traffic and blog stats.
Basically, it helps with analyzing our competition and is great for conducting content audits.
Schedule content audits
Content audits are important to maintain your blog and update information that may be obsolete.
Apart from that, there could also be broken links or certain things you may want to fix or review.
So, schedule an audit once every few months. Revisit your content and evaluate the performance of your blog posts.
Conduct first-hand research
When it comes to actual blog content, try to write posts that use first-hand research. It creates value and sets your article apart from the rest.
Conducting interviews and surveys is a great way to do first-hand or primary research.
Our annual survey to assess the video marketing landscape is an example of primary research
Consistency is key. Aim to post at least four times a week.
Pro tip: Make your content readable, visually pleasing, and resourceful. You can do that by adding:
- Infographics, images, and videos
- Better titles, smaller paragraphs, and adequate negative space
- Resourceful links
Promote your blog
Last but not least, promote your posts. If you have a great post, share it with your followers.
And you can do more than just share the link to the blog post.
Turn your blog posts into bite-sized content and repurpose them into slide decks and infographics. You can always link back to your original post on your blog, too.
Repurposing is a great way to make the most out of long-form content.
Read more: GaryVee Content Model for Video Distribution
So, after applying all of the tips above, what comes next? Our CEO, Osama Khabab, advises being patient. The results will take time Rome wasn’t built in a day, right?
It may take around six to nine months to see the results of blogging consistently. So, be patient, have a strategy, create fresh and valuable pieces, and stick with them.
Since it’s worked out pretty well for us, we don’t see why it won’t work out for you.
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