In the age of digital communication, blogging is one of the most useful and dynamic tools available to businesses. It can be used to generate interest in new products and services, to entice prospective customers to your website, and to create a dialogue between your brand and the people who you hope will advocate it.
A blog can also increase the search visibility of your site and win it extra brownie points from the search engines. However, not all blogs are created equal, so here are a few tips about how to maximise the effectiveness of your blog, and the pitfalls to avoid.

Stick to set themes

In order to build a following to your blog, you must be consistent. People want to know what to expect from your blog, so narrow your focus and do your best to provide exceptional content within your own well-defined niche.

Blog regularly

Web users also want to know that each time they check your blog there will be something fresh and new waiting for them. If you constantly disappoint them by failing to update your blog at regular intervals then you risk losing your audience. Aim to add new content at least every week.

Be original

The internet is awash with rehashed content and undoubtedly there are already hundreds if not thousands of blogs dealing with themes similar to yours. To stand out from the crowd, you must offer fresh content and insights that can’t be found elsewhere. Search engines also like original content, while blog posts which are outright duplicates risk not being indexed at all.

Blog about a mix of topical and timeless topics

Be consistent in your blogging, but also include plenty of variety within your defined niche. Posts which are directly relevant to current events and trends are always popular, but it’s a good idea to intersperse these with topics which will remain relevant for years to come.

Be brief, but not too brief

When people check out a blog, they don’t expect to be scrolling endlessly downwards, they want something that can be read in a few minutes. However it’s important not to be too brief, as this offers little value to users. It’s good to have variety on your blog, and this applies to length as much as content – just make sure each blog article is at least a couple of hundred words long.

Be genuine

Don’t overload your readers with superlatives and jargon. The most effective online communication is that which takes place on a human level. Be confident about what you are saying and what you have to offer, but do so in a down-to-earth and honest manner.

Encourage comments and respond promptly

Finally, blogs offer a unique opportunity to engage in dialogue with your readers, so encourage comments and promote discussion. Responding to comments on a regular basis will also help to build respect between you and your blog followers.

Emily Hill is managing director at online copywriting agency Write My Site.  She’s happy to answer any questions about blogging, web copywriting and content strategy. Email: emily.hill@writemysite.co.uk