A consistent brand message is key across all your marketing efforts, thus, applying to your blog as well. So far we’ve talked about keeping the design of your blog in line with your website and brand, but what about your actual content? You have to make sure your blog posts also remain relevant to your business, using topics and keywords your customers will find useful. Here are the Dos and Don’ts of blogging for business:
1. DO include important keywords within your blog content. Repeat them within each blog post whenever possible without over-saturating the article. Most importantly, your article needs to be easy to read, helpful, and include relevant content, so don’t just stuff keywords in there anywhere; add them in only where they make sense.
2. DON’T copy and paste someone else’s work as your own – that’s plagiarism and it’s illegal. You can reference information from other blogs or websites and post it on your blog to prove a point you are trying to make, but you must give credit to the author (or organization). For any text you copy and paste from another website, cite the author and URL within your article so your visitors will know the source of information.
3. DO find your niche. If you’re unsure about your topic choices, Google it and see how many search results you get. That's the number just under the bar showing how many results there are under your search terms (or topic). It will show you how many other people are writing on your topic using your keywords.
4. DON’T play a video without visitors’ consent. It can be very annoying when you visit a blog or news site and all of a sudden a video ad starts playing. Allow visitors to choose whether they want to watch the video or ad, and don’t force it on them. If you do, people will bounce out of your site immediately and they’re not likely to return. You need readers to come back on a regular basis to make your blog more ‘popular’ so make it a pleasant experience for people.
5. DO summarize your topic in your title. Many blog engines will turn your title into part of your URL, and your URL address can be a powerful SEO tool. So think about how to name your blog title with the idea that it’s another opportunity to add important keywords for Search Engine Optimization.
6. DON'T overwhelm users with too much text. Find some nice imagery that correlates to your topic. The visual is the first thing to grab people’s attention when they land on your page, so it should help tell the story while staying in line with your brand message. If you do find an image somewhere online, even if it’s from a free image website, don’t forget to cite the source.