3 Keys to Starting Your Blog


Any company that decides to have a website should invest in a blog. A blog is one of the most valuable tools that you can use, which is why more companies are incorporating a blog into their sales and marketing strategies. It’s no surprise when you consider the benefits that a successful blog can provide – a blog can increase brand awareness, increase brand loyalty, establish authority, and create sales leads. However, there’s much more to a blog than just throwing one up on your company website and posting random content. The following are three keys to starting your blog that will help lay down the foundation for success:

1. Focus on content

The blog is the vessel for your content. Content is something that every online strategy contains, and companies will only continue to put more emphasis on their content as information searching for knowledge continues to be engrained in the way we all shop, learn and consume products. This means that above all else, your blog needs to have high quality content. The following are a few things that you should avoid when creating content for your blog:
  • Focusing solely on SEO – Search engine optimization can help you draw more readers to your content. However, many companies focus purely on SEO, loading up their content with keywords. Companies that emphasis SEO over all else tend to produce weak content. While you may attract more traffic, most will leave unimpressed with what they have read. The goal of your blog shouldn’t be focused solely on getting more hits on your web page. That’s as short-term of a goal as you can have. Use SEO keywords that are relevant to your content, but don’t let them hurt the quality.
  • Advertising your products or services – Another mistake many companies make is that they will use their blog as a way to advertise their products or services. Guess what? Visitors are savvy and are not remotely interested in being sold by your blog. They desire knowledge and will visit your product page to get product information, when and if they want it. Your blog should focus on providing content that is informative and helpful to your readers.
  • Producing irrelevant content – Make sure that the content that you develop is relevant to your brand. If you’re a software company, then you don’t need to be releasing content about your experiences coaching a local sports team. That’s not why people are going to read your blog. Keep your content relevant to your brand.

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2. Focus on the audience

One of the most important things you need to do when starting your blog is to determine your target. Your content needs to be written for a certain type of person, with a certain problem and a certain interest. Try to write for everyone and you’ll reach no one. For example, if you are a software company whose target audience is middle to upper class management and users of cost accounting software, then you don’t want to be creating content that is more appropriate for general accountants. Knowing who your audience is an important step in ensuring that your content is successful.

3. Market your blog

Once you determine your audience and you’ve begun developing your content, you’ll need to get readers. This means that you’ll have to market your blog. This can be done in the following ways:
  • Use social media – Hopefully you have a few social media profiles for your company. Post links to new content whenever it’s released so that your followers can read it.
  • Add share buttons – Add share buttons to every blog post so that readers can easily share the content with followers on their social media profiles.
  • Link to your blog – Add links to your blog to all your marketing materials, from your email newsletter to the homepage of your website.
These are three keys to starting your blog and ensuring that it will be successful in helping you attain your marketing goals.

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