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  • Ioan Lee

Hacking the blog


General overview

The key to blog writing is to make it interesting and have a sense of personality around it. This will engage those searching for information, so use key terms to hook searchers and your personality to keep them there.


A great way to increase SEO (Search Engine Optimisation) is to include links to other websites – this is good blog etiquette and a great way to increase bot visibility and a more honest voice behind your writing.

Good research is essential; it makes you seem more knowledgeable and people will come back to your writing as a good resource. Research can be as simple as a 15-minute google or a deep dive into scholarly articles for an hour or two.


Here’s a guide to what you should aim towards in terms of research and writing; determine whether your blog is category A, B or C when planning and this will guide your research and writing style whilst also maintaining efficiency and structure.

Category A

Style: In-Depth, factual and informative.

Research Time: 2 Hours

Writing Time: 1 Hour

Total Time: 3 Hours

Category B

Style: Fun, some facts but more entertaining and light-hearted.

Research Time: 45 minutes

Writing Time: 45 minutes

Total Time: 1 Hour 30 Minutes

Category C

Style: Your opinion and take on someone else’s blog, with credit and tags to be included.

Research Time: 15 minutes to read their article, digest and structure your plan.

Writing Time: 30 minutes

Total Time: 45 Minutes

So, using the above structure, we would advise research, come to your own opinion and try and weave the two together. Of course, the degree to which you place these two elements depend on the tone you are aiming for, the subject matter and your audience.


How to title your blog

You’ve researched your blog, compiled and written your blog. Congratulations: the easy part is over! Of course, the body of your work is of utmost importance, but the title is paramount, and also essential to good SEO. Choosing a title can be tricky, but the best way to decide is to come up with 3 or 4 titles and come back to them after a short break.

The one that grabs your attention is the one you should go with. We have all made the mistake of overthinking titles, so it's best to keep it simple yet effective with this method.

So, you’ve written a few general blogs and have started gathering an audience/ mailing list. The next step is retaining that audience and making sure they stay interested in your personality and voice. This does not mean you have to write opinion pieces! Just try and develop a style that is unique to your interests and personal to you; it is this style that will make your writing recognisable to your audience.

A great method to develop a high-quality writing style is to constantly ask yourself ‘so what?’. Dive into why somebody would be interested in what you’re writing and expand on your writing in this way.

Think about what your audience would be interested in. If you are stuck on this, think about what you would want to read and what would be interesting to YOU.


3 to 1

You may have heard of the three to one rule – this is three culture, opinion or world events pieces and one sales piece as a ratio for your blogs.

If you look at what’s happening in your industry culture-wise, you may find a good topic that interests you and if it's current and relevant, people who search for that topic could find your blog in an attempt to learn more. https://buzzsumo.com/ is a good way to see which keywords are being talked about right now, and you can try and incorporate these in your titles to increase visibility.

Three to one: three fun, interesting opinion pieces and one factual, sales-based blog. So, you could write about what’s happening in your industry and put your opinion about it, write about current events in your community and write a blog about something you are passionate about. Then, write a sales heavy blog that focuses on your services and has more business-related information.

The first three blogs will hook your audience in, and the last one will turn them into customers.

The best way to maintain interest is to look at your stats, find what your audience finds interesting and find what works. Draw on these interests to sustain your audience, let your personality shine through if it’s a personality-based brand. This will turn the fun exercise of blogging as not only a great way to pick up SEO points but also creates a sales funnel.

If you find yourself struggling for topics, look at your contemporaries/ competition. Take inspiration from them, use their experience and combine it with your unique reality. Can you add your own expertise to what is already being said to offer something different? Don’t be afraid to credit your contemporaries and add value to your audience, taking articles, copying, crediting and commenting.

A powerful system like this puts you as the expert and curator, and people will tune in for your take on these topics when you are positioned as this expert. Celebrate your industry and take inspiration from your business peers. A link on your blog will more than likely mean a link to your site on someone else’s blog.

You should use images from sites such as Pexels to put free stock images in your blogs, to add a splash of colour and to break up the wall of text. Remember spacing – have line breaks every five lines to make the post digestible for your reader.


Conclusion

Blog writing is a great way to increase audience interest, SEO and create a sales funnel from this interest. It is a brilliant way to show your expertise within your industry, current events and affairs and allows you to express personality within your brand.

PINQ would advise that a blog is written every week with the 3 to 1 rule in mind; three pieces on brand culture, business insight, current events/ affairs, personal insight, the world in which you occupy. One blog on your services, customer reviews, referrals, and a more sales-heavy approach.

This, coupled with a strong social media presence that promotes your blog on your platforms, will create an invested audience that can be nurtured into customers and clients.

How do you approach blog writing?

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