How can I plan my blog?

Eva Pettifor


June 2016


Blogging is a commitment and can sometimes be seen as an overwhelming chore. It doesn't have to be complicated. Keep it simple, short and sweet and your blog could serve you well.

It's worth the effort

With regular blog posts, you are continually adding search engine friendly content to your website while showing your clients that you are passionate (and reassuring them that there is in fact somebody working on the business).

Here are some helpful tips to simplify the planning of your blog:

  • Ensure that the person who writes your blog articles has decent spelling and grammar. A simple writing style using plain English is fine, you don't need to be a journalist, your articles must be easy to read. Let your personality show through if you have a particular writing style.
  • You don't have to be a blogger, just write about what you know, be the expert.  Keep the subject matter relevant to your website or business, don't try and be too broad. They key is to keep it niche.
  • Short articles are best, use paragraphs, headings and bullets to break up the information into manageable chunks of reading. Keep an article to ONE subject each time, this way you will be able to create more short articles rather than agonise over the perfect long article. A few high quality paragraphs definitely justify a blog post, keep it simple.
  • Plan your blog posts in advance when you think of them. These might include tips, ideas, experiences, case histories or instructions. I write my articles in advance when I feel inspired and save them as a draft directly in my website editor and then I can simply edit and fine tune the post when I'm ready to launch.
  • Write about what customers ask you (eg a FAQ item) and then refer them to your blog link to save you time explaining over and over. This also ensures you are writing about things of interest.
  • Don't make your articles too sales orientated, it's OK to mention you can assist with a product or service perhaps at the end of your article, but don't make it the focus of your blog article. People want free advice !
  • Use good quality images to supplement your blog posts, this will make it attention getting, professional and more interesting.
  • Encourage people to your blog by also posting them to social media or emails to your customer mailing list (if you use either of these).
  • Choose your post frequency and try and stick to it. This may be once a week or whatever you can manage. We all get busy and I've been guilty of letting my blog lay idle at times. Since carrying out the tips above, I have found it do-able to keep my blog up to date.

If you do it well, you could possibly be seen as an expert in your field and the 'go to' resource for all things that you specialise in which can keep your visitors engaged and coming back to your website and ultimately using your products or services.

Eva Pettifor

Founder and project manager at Darwin Web


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