Category Archives: Business blogging

Business blogging

What’s the perfect blog length?

Posted on by Ali
Woman writing blog on laptop
22
Feb

Firing up your Google Docs with a brain full of ideas, you have all the enthusiasm to write your latest blog but suddenly a thought strikes you: what’s the perfect blog length?

Is blog length important to rank on Google?

And if so, how do you discover the ideal word count for your business blog?

Before you know it, you’ve slipped down a rabbithole and the time you set aside to actually write the blog is consumed by stressing over how long the thing should be.

If this is how you wound up here, or you’re worried you’ll fall prey to that panic next time you want to write a blog, let’s hit pause on your stress spiral.

In my latest post, I’m busting blog length myths and helping you discover THE IDEAL BLOG LENGTH to eliminate all of that self-doubt and deliberation from your next content writing session.

What blog length should I hit to rank on Google?

First things first – let’s clarify how many words should appear in your blog post for it to rank on your favourite search engine.

To rank on Google, your blog should be at least 300 words in length, according to SEO experts Yoast.

That’s pretty short, and you’ll likely find yourself with more words to work with once you get stuck into sharing your fabulous expertise.

As a general rule, I count 500 words as the minimum word count to aim for when writing a blog.

Generally, I stick this whether I’m writing business blogs for myself, or for my clients.

So, keep 500 words in mind as your benchmark for blog writing, and you’ll know Google will recognise your content and feature it in search engine results pages (also known as SERPs, to our techtastic friends).

Do longer blogs rank better on search engines?

Generally, yes. The longer your blog post is, the more chance it has of appearing high up in the list of results shown to your target customer when they type in a search term relating to your industry.

As a rule of thumb, blogs with more than 1,000 words will gain more exposure on results pages than shorter ones.

Plus, there are additional benefits to writing longer posts that go beyond online visibility.

By writing longer blogs, you increase the amount of time your reader spends on your website, which makes them more likely to get to know your brand and convert from casual browsers into loyal customers.

How long should a blog be to get shares on social media?

Research says blog posts with more than 1,500 words get more social media shares.

This supports the case for writing longer blogs, and throws yet another benefit into the mix.

The thinking behind this is simple.

More wise words offer more value to your customer, which is more likely to prompt them to share your post on their socials.

After all, in our scrolltastic world, we all know the elements of a shareable piece of content.

So, to make your blog post super-shareworthy, make sure it’s:

  • Ultra valuable to your target customer
  • Relatable to a pain point your customer is going through
  • Easy to read
  • Formatted for simple skim-reading
  • Well-written in your unmistakable brand voice
  • Enhancing your reputation as the expert

What’s the ideal blog length for SEO?

According to sales and marketing giant Hubspot, the ideal blog word count for SEO purposes is 2,100 to 2,400 words.

Therefore, this means aiming to write extra-long articles will help you to boost your online visibility by showing your blog post higher in the results pages when people perform an online search.

When you appear higher in those results pages, more people visit your website and read what you have to say.

Hang on a minute. What on earth is SEO?

SEO stands for search engine optimisation.

Search engine optimisation is the process of optimising written content to appear higher up in Google’s results pages when customers perform an online search.

You should have a “keyword” in mind when writing every blog for your business. Your keyword will be a word or phrase your target audience is likely to type into Google’s search bar when researching what you offer.

For example, someone looking for a yoga teacher might type in “yoga classes for flexibility”, so this would be your keyword for a blog showcasing your knowledge in this area.

In targeting this keyword, you’d use the phrase – and variations on it – a few times within the blog so Google recognises this is what the post is about.

However, beware of overusing your keyword, as Google is smart enough to notice you’re doing this and penalise you by failing to show your post prominently when users search for that very phrase.

The benefits of long-form blog content

We’ve touched on the benefits of longer blog posts, so let’s round them up right here.

The advantages of writing long-form blogs include:

  • Achieving higher Google rankings
  • Increasing the amount of time people spend on your website
  • Boosting your brand loyalty
  • Improving your conversion rate
  • Securing more social media shares
  • Offer more value to your customers

Despite our dwindling attention spans, blog length is increasing.

Many believe this is down to a combination of the decline of traditional marketing, and the rise in online learning during the pandemic.

We’re all well-versed in educating ourselves online nowadays, so your customer is seeking out longer blog posts about your industry to educate themselves before making a decision about where to spend their money.

So what length should my blog actually be?

Now, I’m not exactly advising you to ignore all of the information you’ve discovered in this blog, because it’s useful to understand the reasoning behind writing longer blogs.

Plus, it’s essential to know blog writing basics to ensure your content achieves its goals of being found, increasing your enquiries, and consolidating your rep as the expert in your industry.

BUT.

The truth is, there is no perfect blog length.

It’s all-too-easy to find yourself bogged down by numbers and losing your way when it comes to writing the perfect blog for your business.

So, my advice is ALWAYS to focus on value and consistency, write naturally, don’t overthink data and the rest will follow.

If you tell yourself your blog needs to hit that 2,000 word mark to rank above your competitors, you may slip into waffle territory and lose touch of all of that amazing value you have to offer your customer.

What’s more, it may veer away from your brand tone of voice and confuse your customers.

When that happens, you defeat the point of writing and sharing your insights via your business blog in the first place, and send your dream customer packing to the next link on the results page.

Remember, your blog is a place to inform, educate, and entertain your customer.

Keep that in mind at all times and the perfect blog length will naturally materialise and enable you to smash all of the goals you’ve set for that business of yours. If you need help getting started, download your free business blog template to set you on your merry way.

Does this help you feel less pressure and more excitement for blog writing for your business?

Share your thoughts on my social media and tag me in your blog posts!

Blogging, Business blogging, Content writing, Tips and advice

Free business blog template: how to structure a blog

Posted on by Ali
how to structure a blog
06
Jan

You’ve finally carved out a moment to sit down, tea in hand, and bang out a business blog post. But as you fire up your laptop and glimpse that blank page staring back at you, your confidence plummets and procrastination whispers: “you can’t do this! Stop pretending you’re a writer and get back to Insta for a lovely little doomscroll.”

If you know this feeling, you need a business blog template showing you EXACTLY how to structure a blog with zero margin for procrastination.

I know how busy you are, so let’s maximise the time you’ve got and crack on with the task in hand before your tea goes cold!

What is a business blog?

Before we dive straight into your free blog template, let’s backtrack slightly and recap on what a business blog is and why you should defo be writing them.

After all, a little insight into why you’re doing this and what goes into writing the perfect blog will allow you to make the most of your blog template and set you up for success.

If you’re already clued up, jump to the next header.

If you’re still unsure, check out this blog for your crash course in business blogging to bring you up to speed.

All caught up? On we go.

How to structure a business blog

Structuring a blog may feel vague and confusing right now, but you’re about to take a shortcut to business blogging success by learning a foolproof formula you can use every time.

If you’ve done a little research into what to blog about (which is well worth doing for optimal results), you’ll have an idea of what your ideal customer is trying to find out about your product or service.

Tips to write a blog introduction

Firstly, let’s kick off with your blog introduction.

Summarise your chosen topic in a couple of paragraphs, ensuring you include your keyword in the first 150 words.

If you’re unfamiliar with the term ‘keyword’, don’t panic. This is a word or term you’re hoping your blog will show up on Google for when people search it, e.g. gifts for dog owners.

Be clear about what your blog is going to explain/show/teach your reader. There are plenty of blogs out there and you only have a few seconds to draw readers in, so make sure you break the topic down so well they know it’s exactly what they’re looking for.

Remember, you can always go back and polish your intro once you’ve fleshed out the rest of your blog. So, don’t overthink it – simply write a couple of sentences here to get some words on a page.

You may be wondering about your blog headline – and I have so much to say on this I’m going to dedicate a separate blog post to it, so sit tight and keep your eyes peeled!

Use your blog headers as section titles

Next, choose three to six questions around your chosen blog topic and use these as your headers.

A well-structured blog features multiple headers, with no more than 300 words under each one.

Think of your headers as section titles and formulate them as questions you’ll answer in the body copy underneath.

For example, if you’re writing a blog about life coaching to introduce your readers to the concept, your headers may be as follows:

  • What is life coaching?
  • Who is life coaching for?
  • How can life coaching help me?
  • How much does life coaching cost?
  • Does life coaching actually work?

True story: it took me 30 seconds to find these questions on Answer The Public, which compiles real data from people browsing search engines like Google.

If you’re a life coach writing a blog on this subject, these should be simple questions you can answer neatly in under 300 words, as you would if someone approached you at a networking meeting to find out more about your job.

When I’m laying out a blog, I like to organise my headers first. Often, the literal act of typing them onto the page is my train out of the procrastination station. Words on paper are a powerful way to banish writer’s block, so getting your headers down is a smart move.

Writing your sections

Now you have some headers in place, you can begin filling in the gaps. You know your headers are questions to be answered, so let’s get answering.

Here are a few blog writing tips to make this part easier:

  • Type how you speak (within reason)
  • Use bullet points and numbered lists – great for skimmers and SEO
  • Mix short and long sentences
  • Focus on benefits, rather than features
  • Include statistics to support your points

How to conclude a blog

Every good story needs an ending, and your blog is no exception.

Your conclusion will round up the points you’ve made and summarise the main message of your blog. We know 43% of people skim read blogs (a stat I actually find surprisingly low!), so we incorporate formats like bullet points and plentiful headers to allow for hot takes.

Naturally, skimmers will skip to the end of your blog, picking out bits of interest along the way, so finishing with a bang is critical.

One simple sentence can give your reader all they need to know, and it’s a good exercise in summarising and drilling down into what’s important.

Check the final two paragraphs of this blog to see my conclusion.

Add a call to action

Your call to action is crucial. Wondering: “what is a call to action?”? Allow me to explain.

A call to action is a marketing term for an instruction we give to a reader telling them what to do next. You’ll use them at the end of every blog, and also in social captions, emails, landing pages, and more.

A call to action, also known as a CTA, doesn’t have to be salesy, so don’t panic if your blog is purely informative and you’re paranoid about launching into a sales spiel and turning readers off.

If your blog’s purpose to inform and educate your reader at an earlier stage in the buying process, use your CTA to nudge them along in their journey.

Unsalesy call to action examples include:

  • Read another blog next
  • Follow our social accounts
  • Subscribe to our newsletter
  • Download your free blog template

What’s critical to remember is this. Your reader is on your website, reading what you have to say. They’re buying into you and unless you make it clear what you want them to do next, they’re unlikely to stick around.

So, make your CTA count by keeping that connection going and giving them even more value to push them further towards that purchase.

Download your free blog template

Here comes my conclusion 😉 >>>

Now you know a well-structured blog features a short intro detailing what you’ll cover, several headers as section titles, a clear conclusion summarising your points, and a call to action telling your reader what to do next.

Use this as your blueprint for every future blog to save time and stay on track. Need a little more help? Download your free blog template to set yourself up for ultimate business blogging success.

Download your free template here.

Business blogging, Content writing

7 business blogging tips to improve your content writing in 2022

Posted on by Ali
improve your content writing
16
Dec

Call me crazy, but I don’t think resolutions are just for January. You may be tucking into a mince pie and sipping your gingerbread latte to pore over this blog the minute I hit publish, or you may extract it from the vaults months – or even years – later, in which case hey! How did 2022 pan out?

Fact is, if you wanna write amazing content, you gotta keep learning. Like the proverbial pup, blogging tips are for life, not just for Christmas. Now, if you’re raring to polish your prose with some killer content writing advice, buckle up and read on for my seven expert tips to improve your content writing in 2022 (and beyond).

1. Listen to your audience

Whoever you’re speaking to in your content or copywriting, don’t be that person who transmits and never receives.

Ask your audience questions on social media or send them surveys to determine how they speak, what they want to hear, and how you can help them through your content.

Your blogs really shouldn’t be a one-way conversation.

In fact, they should read like friendly advice from your best mate or fave teacher, and hopefully, both of those people cared about your opinion and spoke to you on your level.

If you don’t listen to your audience and let the results inform your content, you’re basically walking into a room and shouting information at the people in it, which is a BIT weird innit.

2. Use odd numbers in your headlines

Described as “brain candy” by marketing guru Debra Jason, using numbers in your headline helps readers scan and organise it in their heads. When they do this, they’ll make a speedy decision whether to read on or bounce off.

Debra’s breakdown of the numbers game is as follows:

  • Numbers are better than words
  • Small numbers are easier for readers to absorb
  • Odd numbers give more authenticity

So, if you want to put a rocket up your content writing, start with your headline and choose an odd number to kick things off.

3. It’s all about YOU (except it’s not)

As a freelance content writer, people often ask me to scan their web copy and advise whether it’s any good.

Genuinely, this sometimes happens right in front of them, which is awks to say the least – especially because my brief career in PR didn’t equip me with the gift of spin.

Generally, the web copywriting error that immediately stands out in these awky momos is the glaring lack of one word:

YOU.

Friends, when it comes to content writing, it’s all about (the word) YOU, and really not about you as a business.

Whoever’s landing on those boasty homepages isn’t feeling welcome, that’s for sure.

Using the word YOU in your copy and content is a quick fix, but it instantly makes your customer feel like you’re speaking directly to them.

Remember, it’s not about you, your achievements, and your services.

All your customer cares about is themselves and what you can bring into their lives to improve them. With that in mind, challenge yourself to reframe every WE into a YOU, or at the very least, expand your we so it features a YOU.

4. The “so what” factor

Following on from #3, a smart way to improve your content writing is to fall back on the “so what” factor to pull out benefits.

You’re not alone if you discover you’ve been relying a little too heavily on features in your content writing, and the good news is features are important, with one big proviso.

Every time you mention a feature of your product or service, ask yourself “so what?”.

So your sneakers are made from sustainably-sourced pineapple leaves. So what?

  • Does it make the shoe softer and therefore more comfortable to wear?
  • Will it make the trainers easier to break in, appealing to people who struggle with blisters and hate wearing plasters for weeks?
  • Is it better at wicking sweat to keep your customer dry and their footwear feeling fresh?
  • Or is it more about their peace of mind that no cows were harmed in the making of their kicks?

All of these benefits are valid, and many features have multiple benefits to extol. It’s your job to extract and explain them in the most explicit terms, so your customer understands all the ways you can make their life better or solve their everyday challenges.

5. Use headers

Cast your mind back a few minutes to when you clicked into this blog. Did you start reading it diligently at the beginning, or scan it to see if it was what you were looking for?

Maybe you’re not even reading this part, because you’re super skimming to grab the key takeaways without absorbing every word.

No offence taken here, I do the same.

And you know who else does? Your readers.

In fact, 43% of us skim read blogs.

Adding headers to your blog is your shortcut to supreme skimmability.

You lead a busy life, and so does your ideal customer. So, organising your content under headers works in two key ways.

  • Headers make it easier for you to structure and write your blog
  • Headers help your reader digest the information you’re sharing.

As an experienced content writer, dividing blog information under headers is second nature, but I’m often surprised how many people don’t realise the benefits of using headers to improve your content writing.

So, give it a whirl and watch your blog writing become infinitely easier and more successful.

6. Find stats to support your points

Stats are a surefire way to improve your content writing in 2022.

Your readers crave reassurance you know your stuff, and providing statistics to back up your arguments adds weight and authority to your business blogs.

What’s more, stats offer comfort to your audience that they’re not alone, or they’re choosing to do something the majority of people in their position do.

For example, did you know blogs are the 5th most trusted place to find information online, and businesses who post regular blogs receive double the email traffic of businesses that don’t?

If those two facts influence how you feel about blog writing, hold onto that feeling and strive to create it in your reader.

7. Add a call to action

One of the biggest blogging mistakes I see businesses making is to omit that all-important CTA. In a previous blog, I delved into what a call to action is  and why you need one in every blog, so catch up there if you’d like to delve a little deeper into this topic.

Here’s your quick lowdown – or reminder – if you didn’t click.

Your reader has landed on your site because they’re interested in what you have to say, so to retain their interest, tell them what to do once they finish reading. You can’t expect them to read your mind, or do something without you making it glaringly obvious.

After all, good communication is key to any successful relationship, and connecting with your customer requires openness and clarity on both sides. So, be open about what they can do next to continue their learning.

Blogs usually strike in the earlier stages of the buying process, so it needn’t be a hard sell. It could be a prompt to read another blog, a link to follow your socials or an invitation to book a spot on your next webinar.

Whatever you do, don’t discard an opportunity to keep an interested customer on your website.

Get extra support to improve your blog content writing

Hopefully, these tips will see your business blogging prowess soar in 2022. But if it’s made you realise you need a little more support getting started, I’ve got your back!

Sign up to my mailing list below for more information about my next business blogging course coming soon, and in the meantime, follow me on Insta and say hello so we can get to know each other better!



Business blogging, Content writing, Tips and advice

What is a call to action? And do I need one?

Posted on by Ali
what is a call to action
30
Nov

You may have stumbled across the term ‘call to action’ or the mysterious initials ‘CTA’ in your valiant efforts to market your business. I’m guessing a well-meaning marketing person sprinkled it into a confusing convo and you nodded along hoping to work it out later, or drew a total blank. So what exactly IS a call to action? Why do you need one? And what does one look like? Ponder no more, because we’re going to break it all down in this blog, leaving you feeling like the queen of CTAs.

What is a call to action? What does CTA stand for?

CTA is a marketing term that stands for call to action.

A call to action is an instruction you give to your target customer, prompting them to take a specific action.

You’ll use a call to action at the end of a blog post, an email, a landing page, a Facebook ad, a video – basically any type of content you use to communicate with your customers.

You’ve probably been using CTAs without even realising. However, delving a little deeper into the world of the CTA and why they’re so vital will allow you to maximise the potential they offer to nurture your customer along their buying journey.

Why do we need to use a CTA? Are they that important?

Let’s be clear. After your headline, your call to action is pretty much the most important element of your blog, or whatever piece of marketing content you’re working on. Why? A study by Unbounce revealed more than 90% of people who read your headline also read your CTA.

We know your audience loves skimming, so if they’re only taking notice of your headline and call to action, let’s make both work harder!

The fact is, we all like being told what to do next, and you can’t assume your reader will naturally take the step you’re hoping they will.

So, instructing them what to do after consuming your content is the smart way to make sure it actually happens.

Does a call to action have to be salesy?

Hard NO on this one.

I had a question on my Instagram last month asking whether I’d include a CTA on a purely informative blog. The answer to this is a HELLLLLL YES!

I feature a call to action on EVERY.SINGLE.BLOG.

The likelihood is, most of your blog writing will be centre on that engaging, entertaining, and informative content your audience loves. After all, blogging helps customers early in their buying process, so we want to add as much value as possible at this stage to keep them in your lane.

Of course, sometimes your call to action will be a simple ‘buy now’. And that’s fine.

But if we’re not directly selling when writing a business blog, how else can we use a CTA to nurture your customer through their experience of your brand?

Call to action examples

Below, I’ve listed a few non-salesy calls to action you can use in your next blog. This is a handful of examples, so always make it your own, speak in the language your customer uses, and keep it short and sweet.

When you’re next writing a blog, how about ending it with one of the following CTA examples?

  • Subscribe to our newsletter
  • Follow us on social media
  • Read this blog next
  • Download your free template
  • Request a free sample
  • Ask us a question
  • Sign up to our webinar

Which of these is sounding good to you right now?

What sort of CTA should I end a blog with?

You’ve worked hard to plan and write your business blog, so let’s keep that momentum by signing off with a killer CTA that keeps your reader feeling hot hot hot about your brand.

Remember, blogs are generally for building trust and sparking engagement. Your customer is developing a connection with you and your product/service by reading the advice or information you’re offering 👀

They’ll encounter different touchpoints along the way in their path towards buying from you and each one plays its own part in getting them over the line.

So, a blog CTA may be less URGENT than one on your email campaign or landing page, but no less important.

Put yourself in your reader’s mindset and think about what will help them learn more about your product or service, or help them arrive at the point of being ready to buy.

Would they benefit from seeing customer testimonials?

Reading around your subject more?

Listening to your podcast, or watching a YouTube video to form an even closer connection to you and your business?

Whichever route you choose to maintain your reader’s attention, don’t be sleeping on your CTA!

How to get help with blog writing for your business

My next business blogging course starts in January – drop your email into the box below for updates and generate chitchat. Please also follow my Instagram for the latest tips and updates, say hi so I can get to know you better!