There are many reasons your might need a blog writer. Regularly publishing relevant, authoritative blog content can help engage your audience throughout the customer journey.
Start to finish.
It can vastly improve your SEO keyword rankings, too. My blog writing services include topic and keyword research, linking strategy, and engaging content your readers will find both relevant and useful.
The fact is, most businesses need a blog writer. Either they tap someone in-house (a content strategist, content writer, or copywriter), outsource to services like Text Broker, or they hire a freelance writer.
Regardless of where the blog writing comes from, the best balance of quality and quality is the call of the day.
What is a blog?
A blog is a website that is regularly updated with blog posts—content of varying length and substance. Some blogs resemble something of a diary or journal, something akin to the original weblogs of the 1990s. Many blogs will specialize in a certain niche, delivering relevant, useful information on related topics or categories (copywriting, for example, or editing). Aside from engaging readers and delivering information, a blog can help generate top-of-funnel awareness, drive website traffic, and improve search engine keyword rankings.
Martin was an incredible asset to our OneGlobe Citizen editorial staff. He was very thorough in his work and always delivered on-time and exactly in scope. He has the rare writing skills of incorporating heavy research while telling a compelling story – Brenden Dougherty
Why you need a blog writer
There’s a reason that blogs remain part of most marketing strategies. Sustained over time, a solid blog strategy can deliver immense business value. No, I’m not just talking about hot takes on the newest breweries or gastropubs in San Diego (who doesn’t love a good hot take?). I’m talking about strategically selected topics—useful, authoritative content that is interesting and relevant to your audience.
50% of Brand Advocates comment or like posts and blog contributions every day – Think With Google
So, why do you absolutely need a blog writer? Here are some of the benefits you can expect from well informed, consistently executed blog strategy:
- Build top-of-funnel awareness
- Drive traffic to your website
- Keep customers engaged throughout the customer journey
- Build brand and authority around certain topics
- Improve keyword rankings
As useful as blog writing can be, it’s also one of the most neglected aspects of a marketing strategy. Some businesses don’t have the resources or skillset to maintain a blog in-house. Other businesses don’t see the value. This is why it’s common to come across blogs for serious companies that haven’t been updated since April 2014.
Don’t be that company.
Tips for good blog writing
After ten years writing blogs for various companies and markets, I’ve learned the marks of good blog posts. Some things to look for, or even to apply to your own blog writing strategy:
Although the optimal word count for blog posts seems to be ever-changing (usually in lockstep with Google algorithm updates), you can’t go wrong with a 300-word minimum. That is not to say longer-form posts don’t have their place.
Like it or not, today’s reader has a low attention span. More importantly, they’re conditioned to consume short, highly digestible content—anything less, and they will quickly move on to the next thing. Here are some ways to structure posts so they are skimmable, digestible, and high quality:
- Short, informative title
- Attention-grabbing first sentence
- H1, H2, and H3 headers
- Ordered and unordered lists
- Images, video, pull quotes, embedded LinkedIn or Twitter posts
- Data, data, data
- Anchor links to related content that enhances your post (your own or third-party)
Consistency is the most important thing. Some post daily. Others post weekly or monthly. A one-a-week strategy is a good one to begin with, if for no other reason than it is the most feasible to sustain over time. Remember, though, that the impact of sustained blog cadence will not be immediate, whatever your cadence. It can take up to a year to begin seeing measurable results.
SEO keyword strategy
One goal of your blog writing strategy should be to improve SEO and keyword rankings. Luckily, a blog post is full of opportunities for SEO juice. First and foremost, you’ll want to select a couple keywords to write to/target throughout the post. These focus keywords should be included a few times throughout the post, in the meta description, even your image alt-text. Bonus points if you find a way to anchor link your focus keyword language out to other relevant sources.
60% of sales-focused companies and 75% of customer-focused companies invest in blogging – Hubspot
What blogging isn’t (or shouldn’t be)
Psst. There’s this wee little thing called a content mill. They churn out “search-optimized” blogs that meet the minimum requirements for SEO. 300 words in length. Keywords sprinkled throughout. Sometimes, it’s even a post they copped from somewhere else, slightly rewritten to pass Copyscape. Much of it serves only one purpose: SEO. There is no usefulness to it. It is not bringing any news to the world.
It is not written with the reader in mind.
Though the Google algorithm has gotten wise to this practice, this is still a common practice, one I don’t recommend. Readers can sniff out generic posts from a mile away. They are the Shutterstock images of the blogosphere. And they’ll do little to build your brand.
Which leads me to …
My approach to blog writing
Salespeople hang their hats on a three-word principle, one you’ve likely heard a thousand times over:
Always be closing
I’ve adapted this principle, but to blog writing:
Always be useful
Usefulness is the anti-fluff—the anecdote to apathetic writing—and it has many different definitions. Useful to the reader. To search optimization objectives. To business objectives.
I believe these can all be achieved at once, in a single blog post. And I believe this process can be repeated over and over, to great effect. All it takes is some creativity, commitment, and understanding of the longview.
That’s why you need a blog writer.
Links to examples
I’ve learned to adapt to a variety of markets and audiences. What follows are four links to blogs I’ve written for four different companies, each in a different space. Physical therapy. Customer success software. Customer support solutions. And travel. Many more samples available on request.
- How Running at Altitude Affects Conditioning (AlterG)
- What Knowledge Managers Get Wrong About Net Promoter Score (MindTouch)
- 4 Ways Customer Effort Score Can Help Improve the Customer Experience (GetFeedback)
- Two Days in the Big Hearted Capital of Slovakia (Impact Travel Alliance)
Need a blog writer?
I’m here for you. We can discuss your strategy, business objectives, and start putting together an editorial calendar.