What is a blog and what value does it give my business?

Published Friday, 12th February 2021

When most people hear the word "blog," they think of personal, diary-like accounts they read while sitting on their couch. But a blog can be much more than that -- especially if you work in an industry where content marketing is essential.

By definition, a blog is a platform where a person can share their thoughts with readers in an organised, easy-to-access format. It's also the best way for you to position your company as an expert in a particular field.

A blog post is an individual web page on your website that dives into a particular sub-topic of your blog. It’s part of a larger strategy to attract visitors to your site, and turn those visitors into leads.

Example: If you run a company that sells brick, your blog posts could focus on how brick walls are made, the many different uses for brick, and how to plan the perfect addition to your home.

When you publish a blog post, it’s like writing a newspaper article or magazine feature. You have a finite amount of space, and you’re crafting a story. The most important thing you must do with your blog is decide what it’s going to be about. Crafting your blog title is such an important part of the process because it helps determine what your blog is going to be about. There are four key elements in your blog title that will help you communicate what your blog is trying to accomplish. You want to be as clear and concise as possible while still including all four of these elements:

  • The type of content you’re going to use
  • What industry the blog will cover
  • The target audience for the blog
  • The general topic or theme of the blog post

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