Blogging 101

Blogging 101

Author: Alice MacLaverty — Read time: 3 mins

We’ve done a bit of blogging in our time, for both ourselves and our clients, and over the years we’ve picked up some great tips to help us construct clickable, readable, quality content. So if you’ve found yourself tasked with writing the company blog, don’t panic! Just follow this advice:

Be useful

Yes, your products are wonderful and you can do amazing things for your customers, but this isn’t a sales pitch. Save that for your product pages.

If you want people to click through to your post (and stick around to read it), it should contain information that’s helpful and relevant to a problem they’d like to solve. Think ‘how to’, ‘top tips’ and ‘step-by-step’ guides.

What’s your audience searching for?

People search for answers, not brands, so do your research and base your posts around questions they want answers for and hot topics they want to learn more about. These stand more chance of being found via search engines.

Back up your content by optimising your posts with a good keyword ratio, compelling title tags and meta descriptions too.

Be unique

Ensure your content is fresh, new and not duplicated. This will keep readers engaged, attract their attention and give you a big thumbs up from Google.

Break up your content

Nobody likes to land on a blog post and see long paragraphs of text filling the page. Reduce bounce rates by breaking your content up into easy-to-digest headings and sections. Include pull-out quotes, images and videos to make your posts more interesting and easier to ‘scan’ read.

You could also include an estimated read time at the top, so people know how long it will take them to get through.

Build trust

The purpose of your blog should be to share how much of an expert you are in your field. To do this, you should comment on industry developments, share opinions and examples of best practice. Show you’re the authority on your chosen subject and people will be genuinely interested to read what you have to say, and return when you post something new.

Encourage action

Once people have read your post, what do you want them to do next? Read another? Share it? View a particular product range?

You should always end your post with a call-to-action to keep the reader engaged with your brand and on your website for longer. Don’t be too ‘salesy’ though, you don’t want to turn people off!


Now you know how to create great blog posts, find out how to get your social media strategy on point, too.