Writing a blog is an incredibly effective way to encourage people to visit your website. It adds value to your brand, shows off your expertise, and allows you to share insights into your industry and craft. 

In short, blogging is an essential component of modern branding. It expands and humanises your digital presence, and provides an authentic platform from which to engage with your audience.

But lots of people have blogs. And to stand out from the crowd we have to make the effort. Luckily, however, there are some tricks and tools we can use to boost our blogs’ effectiveness. Here are 5 that we find particularly useful, and we hope you’ll like them too. . .

1 – Develop a consistent style

Maintaining a consistent voice is an essential element of successful blogging. Your tone of voice is what helps keep your blog relatable and enjoyable. If people like the way you write, or the way in which you present information, then it’s important not to lose that style. 

It’s just like reading a book. Some people will buy every work from a particular author just because they enjoy their style. Try to approach your blog in a similar fashion. Consider that some people might just like the way you talk. So to constantly alter and change your style may be off-putting and confusing.

By crafting a unique style and voice you stand a better chance of building a loyal readership. Just be authentic. Write your posts in a way that comes naturally to you, and your style will develop by itself.

2- Use links

Links are an important part of blogging. They connect your content to other parts of your website, to the wider blogosphere, and add value to your posts. 

Not only do links help with your SEO, but they also demonstrate your depth of research. Providing links to similar posts and helpful resources communicates a level of effort and enthusiasm that definitely won’t go unnoticed by your readers

Including internal links (ie links to other posts on your blog) also ensure that visitors stay engaged with your site for longer, and ultimately come away more satisfied.  

3 – Provide regular content

Building up a blog can be a slow and sometimes arduous task. But sticking at it, and maintaining a regular posting schedule, is one of the most effective paths to success. 

The downfall of many blogs is that they simply aren’t updated often enough. When you post once a week, or once every two weeks, your readers know what to expect. Then they might actively start checking your blog for the latest posts. 

But people are much less likely to engage with an erratic posting schedule. If you upload one blog a week for a month, then nothing for two months, then one a week for six weeks, people will become confused. They won’t know when to expect new content, and because of that they won’t seek out your content.  

So aim to be consistent and reliable. If you don’t think one blog a week is feasible, start with two per month. You can always increase your output later down the line. 

4 – Consider your readers

The key to a successful blog is content. And good content needs to be considered in terms of its audience. So it’s important to think about who isgoing to be reading your posts and why

Let’s say you’re a builder. Chances are that anyone who clicks onto your blog is looking for building-related content. They may not necessarily be interested in anything else, so the best thing is to play it safe and give them what they came for.

Lots of businesses make the mistake of using a blog as a sort of diary. This can be fine in some circumstances, but, generally speaking, people don’t visit business blogs for slice-of-life content. So it’s important to think about what the reader wants and give it to them. 

5 – Be useful

After the right kind of content, the next most important thing is useful content. Actionable blog posts filled with practical tips and advice are ideal. You really want to offer something tangible, something that readers can take away and use immediately. 

Top tips, how tos, best ofs, and lists are all excellent templates to build useful content around. The key, when generating content, is to ask the question, “how will this benefit my readers?”. By actively thinking from a user’s point of view, you can sculpt your content to be as informative and useful as possible. 

A good tip is to look at the headline you’re working on and imagine what you’d hope to find in a blog post with that title. What would you want to learn, and what would you want to come away with? 

Content is king

Here at Red Square, we’re all about design. But we also understand how crucial the written word is to the success of any business. For more content-focussed content, take a look at these 4 techniques for creating killer headlines. Or see our post on how to make content that sticks, compels, and sells.