Date: 29 Sep 2009 Comments: 2 so far

Writing Relevant Blog Content

Yesterday I wrote about the importance of updating your blog at a minimum of 3 times a week to ensure you’re having an impact with regards to SEO traffic.  Having a strict editorial schedule and the resources to update the blog are vital, it is equally important that you are writing about topics that are relevant, compelling and giving your blog a unique voice in the industry.

The best advice I can give regarding blog content is to not use it as a forum to push product.  If the entire purpose of your blog is sell sell sell then perhaps you should pursue another route because this will not build a readership and it puts you at risk for getting a poor reputation across the internet.  Instead, use your blog to write content that gives the company perspective on events relevant to your industry.  This could be a reaction to a news story, a customer Success Story (tricky to do without selling – but it is possible) or continuing to provide insight on where you think the business is heading.

Chances are that when you take this approach you will be using keywords or key phrases that are frequently used in the industry you work in.  Words and phrases that generate search traffic and that you should use as anchor text to link to another website or news story.  Let me take a step back and clarify what I mean by “anchor text”.  All indications are that the search engines place a high amount of value on keywords and phrases that are hyper-linked (anchor text) and link to a relevant web page or news article.  In fact you have a better chance of finding qualified traffic by getting specific in the manner in which you link text as opposed to merely linking a very general term.  The worst thing you can do is type “read more about it here”.  That approach gives you zero SEO benefit.

Make Your Posts Fun to Read

Imagine someone in the SEO field sitting down to write a post and having to conjure ways to make it fun for someone to read!  I have a difficult time keeping my posts concise as it is, if I try to add in a quirky element I may never publish before the morning is over.  So, I have convinced myself that while SEO may not be fun and enjoyable for readers, it is very important to their business and their website being successful.  Therefore, I feel that the fun level is balanced out by the informative level one gets from reading about SEO and everyone is a winner.

Now, your business may lend itself to take a more relaxed approach with the readership.  Which is important because if you have the opportunity to write in a conversational tone that separates you from competing websites that are blogging, you can grow traffic simply by being approachable.  The best bloggers are the ones that do not take themselves too serious.

A great blogger can provide valuable information to the readers and at the same time make them feel like they are not diving into a boring essay or generic news article.  Break your posts up with headings that help frame where the conversation is going.  Insert pictures or charts and graphs if they will help tell a story.

I’m not asking you to be F. Scott Fitzgerald of the blogging world.

Promote Interaction with Readers

I encourage all bloggers to allow comments to be posted.  When you launch the blog you can set it up so that all comments require approval.  This will prevent spammers or comments that use inappropriate language from getting through.  But for the regular readers it is important to foster a sense of community around your blog.

Ask questions at the end of posts that request feedback or additional insights.  Show visitors that this is not a one-way street and you are open to suggestions, criticisms and compliments.  I feel that when you deny people the ability to leave comments you immediately give the impression that you don’t care what they think.  Some might disagree and feel it is merely a quality control step that has to be taken to avoid negative press.

But let’s not live in Fantasy Land.  Every company is going to have detractors.  If you’re doing something right then you’ll have way more champions that will outweigh the negative.  The point is that you’re open to hearing the negative and your readers can see that.  So what if someone disagrees with your opinion on how you interpreted a recent item in the news?  Help foster that conversation on your website rather than watch that traffic move to a competitor site.

One of the biggest ways to lure me in as a repeat customer is to show accessibility.  When I do not have to jump through hurdles to speak with someone I get happy.  When I see a website makes it supremely easy for me to leave feedback or ask a question I feel compelled to start interacting.  It can make even the most global giants feel local and familiar.

Be there for your readers.  Let them know they have a forum to voice opinions.  It is the most difficult step I find companies have with regards to launching a blog but the best way to improve your business is to listen to the customer.

Quick Blogging Content Recap

To sum up how to write great blog content:

• Don’t sell
• Find a unique voice and make the reader feel engaged
• Use relevant keywords and phrases as links
• Interact with your readers
• And let me repeat – Don’t sell!