Blogging may be thought of as old-school now. In a world where it’s probably easier (for many people) to make a video than it is to write an article, I could forgive you for thinking that blogging is dead in 2021. If you thought that, though, you would in fact be wrong. And I can prove it.
While YouTube is undeniably a great way to speak to your market, blogging is still effective. Since starting Smart And Slick, we’ve aimed to post on the blog at least once every couple of days. In this article, I’m going to explain the strategy that has proved successful.
There are really only two major ways that a reader can find a blog article. They either search for something on Google and find it because it’s in the first 3 results, or they click a link from a social media platform. While there will be a minority of readers that find a blog article some other way, those two avenues account for more than 99% of readers.
So, I start with how I expect a particular article to be found. If I expect it to be found via Google, I need to optimise the article for a keyword phrase. And I pretty much title the article with the exact search phrase I’m aiming for. This gives it a good chance of ranking for that search term.
If I’m aiming to get clicks from social media, I need to fashion a title that creates intrigue and curiosity. I need to give social media users a reason to click my link. If I’m feeling really ambitious, I’ll try and do both.
I’m not content with just getting the reader on to the page. Yes, I already have some wins if I can do that. I already have them in my Facebook Pixel audience and I can, at a price, reconnect with them or at least try. However, I could achieve that with cheap and annoying click bait. I hold myself to a higher standard than that. (I wish everybody else did, too.)
I try to write an article that people will actually want to read. This again starts with research and finishes with writing prose that flows (and rhymes!)
But the bottom line is this: I need to give the reader what I promised in the article title. And I also need to solve whatever problem they’re having, or show them how to get some of the way there. (It depends what the problem is.)
Google likes a page to have an image. Images also help in social media shares because it’s easier to attract attention with an image that it is with a headline. So you’ll want to add a picture. And to avoid any expensive legal proceedings, you’ll want to use royalty-free images from a site like Unsplash (other free image sites are available). Handily, if you’re blogging on WordPress, there’s a plugin called Instant Images that can add images directly from the Unsplash database into your WordPress media library.
Finally, do the above steps regularly. At least once a week and maybe more often than that depending on your niche. Research (in 2021) shows that Google rewards websites that frequently add new content with high search engine rankings. So there are some very good reasons to blog.
And if writing isn’t your think and you don’t like the idea of having to write an article every week, get in touch. We’re happy to help.