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The do’s and don’ts of blog writing

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As a business, having a blog can be hugely beneficial- not only for increasing your SEO rankings but for offering insights on specific topics, educating your audience about your products or services and providing solutions and answers to search queries.

While it may seem straightforward creating compelling blog material, many businesses are still missing the mark. The best kind of blogs will generate traffic, inspire conversations and even bring in leads.

So, what does it take to write a well-performing blog, and what should be avoided?

Our team of in-house content writers know a thing or two about blogging. We’ve put together some quick Do’s and Don’ts for writing your business blogs.


Provide value

With over 89,000 Google searches per second, it’s integral that your blog offers something valuable to readers. Your blogs should help answer questions, solve problems and inspire conversations. Think ‘how-to’s, tips, research-based content and industry news.

Back up any facts

Facts and figures are a good way of backing up the information provided in your blog, so it’s worth doing your research to find some relevant to your discussions. Statistics help to provide proof of a fact or to back up your points.

Think about readability

Make your blog readable for your audience by considering breaking down your blog into smaller, more manageable chunks. Images are a great way of splitting up lengthy paragraphs.

Optimise your blog

While providing top quality content and advice to your readers is of high importance, keywords are necessary for helping to improve your site’s SEO efforts. Conduct your keyword research to detect the most relevant phrases or longtail keywords to use for your blog. This way, your blog will become more searchable for audiences looking for relevant topics to do with your industry on search engines.

Avoid keyword stuffing as Google may flag this as an attempt to increase your search rankings, and instead use keywords naturally in your blog content or where relevant.


Copy from other sources

We are all aware that the copy and paste method is a lazy way of posting content- not to mention poor practice. Plagiarism can also damage your SEO, as search engines may identify duplicate content from site to site. Avoid copying blogs from other sources, it’s always best to use your own, authentic content and let your brand personality shine through.

This isn’t to say that using other blogs for inspiration isn’t okay- researching what your competitors are writing about is a great way to inspire your ideas and give your blog a competitive edge.

Forget to convey your personality

A lot of us enjoy a good read, and blogs are the perfect opportunity to let your brand personality shine through. Take inspiration from your favourite business blogs or writers to find the best style to suit you. Your writing speaks for your business, so don’t be afraid to give opinions, provide knowledge and remove the corporate jargon.

Miss out on opportunities to include a CTA

One of the benefits of blogging is that you can use it as a means of generating leads. While you want to appeal to new audiences, blogging can also help to promote new products and services to existing audiences.

Each time you write a new blog post, consider adding call-to-actions throughout to drive traffic and to promote your products and services- without using too much sales jargon.

Why not suggest that readers sign up for your monthly newsletter so that they can gain advice on your industry and topics?

Forget to promote your blog articles

Blogs also allow your business to have a say on well talked about topics in the industry, providing valuable and shareable information, and establishing your presence in the sector as a resource for helpful information.

While it can be easy to rely on search engines to get your blogs seen, the best way to truly get your blogs seen by your target audience is to promote them.

Social media is a free tool that should be utilised to promote your well-written blog content. It also makes your content shareable which is great for driving traffic to your site. Don’t forget to share your new blog on your social pages, or provide a sample of it in your weekly newsletter emails.

One of the best ways to achieve more readers is to invest in good content writers.
Rather than sourcing someone in-house to write your content, why not outsource your blog writing?

Bigg has a specialist team of in-house content writers dedicated to taking content from creation to action across a range of different industries.
Get in touch to discuss a customised package to suit your business requirements.

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