While a blog can serve as an important part of an online marketing strategy by providing interesting content that can go beyond that of a news feed or informational pages, in order for a blog to be most effective, it needs to incorporate certain elements. Just having a few keywords related to your industry is not enough – you also need to recognise the importance of the human element as well as other things. To that end, here are four features of good blog content:
1. Optimized keywords
I put this one first because I have already mentioned it in the opening. Optimized does not mean “a flood of”. A good blog takes one keyword and focuses on it. Over time, your blog will be strengthened by choosing quality over quantity.
2. Communicate, do not sell
Do not be tempted to use your blog as a type of hard selling tool. Doing so will turn readers away.
3. Know who you are blogging for
Your target audience should be wider than just your target customer base. You want your regular readers to include decision makers, key influencers, and the general public, so mix it up, and keep it interesting.
4. Make it human
This is especially important when using a content provider to aid with blogging. Blogs are about teaching, expressing ideas, promoting product and providing information. Nevertheless, primarily, they are about communication. So do not be afraid to allow for the odd, off topic but still relevant entry. It makes the blog feel more like a conversation and less like automation.