If you want to attract new visitors to your website, explain who you are and what you do, or start conversations that can turn browsers into buyers, a professional, regularly-updated blog is a must.

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Key factors to keep in mind

There’s much more to a successful blogging strategy than occasionally putting your thoughts down on your website. Here are few of the key principles every business should keep in mind to make this work.

Quality matters

A blog shouldn’t just be used as an opportunity to add keywords to your site. Poor quality content can do more harm than good, as it’ll be less likely to engage readers or be shared. What’s more, search engines are very adept at spotting quality, and spammy, repetitive or uninteresting content will be penalised.

Know your audience

It’s important to produce content that’s relevant and engaging to your customers – and above all, be intended to be read by humans, not just search algorithms. Conducting prior research to understand what your audience is interested in and what terms they’re searching is a vital first step to a successful blogging campaign.

Don’t blog in isolation

Blogging is only effective when used as part of a wider content strategy. This could be using a content calendar to ensure your topics tie into a wider campaign, ensuring its shared across social channels or keeping an eye on the comments section to follow up on any engagement.

The benefits of effective blogging

So what benefits can you expect to see by doing this successfully? Our extensive experience in delivering high-quality blog content for both B2B and B2C audiences tells us there are many advantages to this type of content:

Drive traffic to your website

Keeping your blog up to date with well-written, search-optimised content that provides genuine value to your customers is essential to improve your search engine rankings and increase organic traffic to your website. Working to establish your blog as a trusted and reliable source of information will ensure people keep coming back for more.

Build relations with your customers

Adding a comments section to every blog post you create supports conversation and engagement with your audience. High-quality content can also be a driver of inbound links to further boost trust in your brand.

The perfect platform to tell your brand story

If one of your key marketing priorities is to tell your brand story and build your identity, there’s no better way to do it than by blogging. It’s a great way to achieve a sense of transparency and make meaningful connections with your customers.

How Axonn can help

Blogging has been a core part of what Axonn does since we started. Our team of writers has decades of experience covering an array of subjects for both B2B and B2C clients in numerous industries.

We can provide expertise and support to help you navigate every stage of your blogging journey, from planning and producing content to measuring results.