What is blogging and how can I start my own blog?

Female food blogger vlogging her latest recipe

Many successful websites will run a blog alongside their main site to generate more interest and share their ideas. Creating a blog section to your website can be an effective way to gain customers by building up a rapport with visitors on your website. Blogging can also be a good way to communicate news surrounding your business such as awards or new products.   

What is blogging?

Blogging is a regularly updated web page with articles or posts which are written in a more informal and conversational style to conventional websites. Blog posts written are often related to the website or firm, but may not hold key information surrounding the business. Instead, blogs are intended to convey news or advice which may interest the visitor. 

The nature of blogging is to create short posts which will engage the reader straight away. Creating a blog allows you to pitch your services or products in a more informal manner. There is more scope for creative content such as interviews, photographs and videos, allowing you to show your company in a different light to your traditional website. 

How can I start my own blog?

Starting your own blog is simple. All you need to start your own blog is either a website where you add a page for blog posts or you can start a whole new website dedicated to blogging and link to it on your main page. Most websites opt for a page on their established website which is dedicated to blogging, as this allows visitors to easily find your products or services if they find your blog page first. 

There are a few aspects to consider when setting up a new blog:

Who is writing/creating the content?

One key consideration when creating a new blog is who is going to be posting onto the webpage. This could include anything from who uploads and edits the content to the authors themselves. 

If you are a small business the likelihood is that you will be running the website and therefore the blog page. In this situation it can be difficult to post many times a week, therefore, keeping realistic expectations and timetables for postings is important so as not to get overwhelmed. 

However, if you are a larger firm you may be able to employ someone to run your blog full time. This will allow you to put out a large number of posts per week and gain more momentum with your blog. This will increase the number of visitors and hopefully result in new customers. 

What type of content are you going to have?

The type of content you have depends on the timescale you have to create the content and the type of firm you are. If time is not an issue, blog posts that include elements such as videos or infographics can be very effective. However, written blog posts will still be effective in communicating news or information. 

Some different types of content to consider are:

  • Written blog posts 
  • Photo journals 
  • Video content 
  • Interviews – this could be in a video format or a written article 
  • Infographics – these are often used to show statistics or information visually 

How long will your blog posts be?

Again this can be dependent on the type and size of the company you are blogging for, but generally, posts should be relatively short and engaging. If you have time, longer posts are also a good alternative because it allows you to create a more comprehensive article, giving it a competitive edge over other blogs that are covering similar subjects.

How many times a week are you going to post?

An effective blog will be updated regularly, with news and information. Uploading blog posts consistently is important in order to keep your blog relevant. It is better to post once a week every week, than to post four in one week then not post again for six months.  

Where are you going to promote your new blog?

Often the best way to promote blogs is to use social media and your existing website. Posts on platforms such as Instagram and Facebook promoting certain blog posts can be effective in engaging with visitors to these platforms and getting them to visit your website. The promotion can range from including a link in your bio to a photograph post which links them to the blog relating to that photograph. 

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