1. Every post should be valuable to a human reader, so it must be useful or insightful. How-to articles are popular and spotlights on individuals and companies can work well. A “customer of the month” post, based on a case study can work well in B2B markets.
2. At the same time, every post should meet the technical requirements of search engines so that they can process the posts easily. The length of heading, the H2 and H3 tags, page titles, external and internal links are some of the factors that matter for search engine optimisation, or SEO.
3. One common strategy is to write posts that answer the questions people are typing into search engines and try to rank high for these queries. The aim is to appear in the featured “snippets” on Page 1 of Google’s search results.
4. The headline of a post may matter more than the content, so a good headline should signal value, and it should also include the key word or key phrase.
5. I think it’s good to write posts with our own contacts and customers in mind. This helps us to reach the correct level of technical content and find topics that people genuinely care about.
6. It is best not to focus entirely on your company’s own products and services, but you should add a line about the company’s offering at the end of the post, or a link to more details and a “call to action”.
7. It is good to add a graphic because images help to make a post memorable for human readers, and if the alt text box for the picture file is completed, that provides a small benefit for SEO.
8. Don’t place the article behind a sign-in gateway, you want casual visitors to read it.
9. Marketing departments usually promote their latest posts to their LinkedIn followers and email lists, and add hashtags to gain a wider reach. If the content is “evergreen”, which means it won’t go out of date, it can be re-used on an ongoing basis, say every other month.
10. Don’t forget to feature the blog in email signatures, and on the back of business cards.
SEO experts are asking for blog posts to be longer now than they used to be. They may need 600 words or even 1000-1500 word posts. Finally, a blog needs to be updated regularly as search engines favour the latest posts. Authoring a blog is similar to writing for a professional business publication - the content and writing need to be consistently good. If you should need a writer to you build your blog, I’m available to write the text for your posts. Please contact Anna at info@technologypr.co.uk to find out more.