Fun to write, fun to read, blogs give you the chance to write for people who share the same interests as you. Better still, they’re a tremendously subtle way to promote your business and build brand loyalty. The reader already likes you: so provide relevant news or other features and your blog becomes a powerful marketing tool that entertains and promotes at the same time.

Sound good to you? Read on and see how to do it.

Know your purpose

Decide your aims. Do you want to increase revenue, build brand loyalty, generate more subscriptions, or all three? Setting goals in advance will determine how and what you post and even the layout of your blog.

Know your audience

Who are you writing for? What are their hobbies or interests? Why are they reading your blog? They may be interested in a particular theme and are reading your blog to learn more about it.

Once you’ve identified this, you can create relevant content. If blog visitors want to read about social media but you write about who’s dating who all the time, you’ll feel the sting of rejection. If, however, your content meets their needs, they’ll keep following your blog.

Provide relevant, useful content

In other words, content that meets your readers’ needs or matches their interests.

They may be reading your blog to follow developments in the field. Perhaps they have a problem and want tips on how to solve it. They could be looking for product or service reviews, to express their own views on a particular issue or even for entertainment. Whatever they’re seeking, make your blog the place they can find it (as long as it’s legal and decent, of course!).

News posts, opinion polls or comment pieces, reviews and how-to articles are just a few ways you could meet your readers’ needs.

Write warmly

Visitors are likely to be going to your website in their free time, so write engagingly to make sure they come back for more. Use a warm, informal style but respect your brand voice, and leave any corporate speak in the office: readers will leave you feeling the chill if the post is cold and un-engaging.

Make posts easy to read and understand by using short sentences (10–16 words), short paragraphs (3–4) lines and simple vocabulary, and use original adjectives and lively, engaging language. Divide posts into sections and/or include bulleted or numbered lists so that your readers can absorb your message easier.

Knowledge is Power

Know what you and your readers want and you are laying the foundations for terrific blog posts. Then follow this up with simple, engaging entries to place yourself well on the road to achieving your aims. You may even amass your own fan club… if that’s your aim, of course!