There’s no two ways about it; blogging should be part of your agency’s content strategy. Your chances of being ranked more highly on search engines increase by 434% if you have a blog on your website, and businesses that blog successfully generate up to 67% more leads than those that don’t. The statistics speak for themselves.

Laura Bull, Commercial Marketing Executive here at ZPG, knows more than most about the benefits of blogging. She shares her insights into cultivating a successful blog with us here.

1. Listen before you speak
Blogging shouldn’t involve guesswork. Before you put fingers to keys, you need to know who you’re talking to, and have an idea of what they want to hear. If you don’t have an understanding of your target audience, their interests and priorities, your blog won’t catch their attention. So do your research, and write for the people you want to engage.

2. Oversharing makes people feel uncomfortable
‘There’s nothing worse than a blog written for the sake of posting it’, says Laura. Your blog content should be considered, on brand, and provide something that people find interesting, entertaining and useful. You should aim to update your blog regularly so your audience don’t become disengaged, but don’t just write for the sake of it. Make sure you’ve actually got something to say.

3. Style as well as substance
The message behind your blog will be lost if it’s written in a way that turns people off. Your tone of voice should be informal and match the personality of your brand. Make sure it’s not too long, and that you break your words up with subheadings, images and bullet points where possible so it’s easy to digest. And make sure you get plenty of keywords and links into your content to help with SEO.

Laura’s top tips
1. Know what you want to say, and who you’re saying it to
2. Keep it updated, but don’t write for the sake of it
3. Think about your length, tone and style