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The bread and butter of your online content offering, a blog can do many things for you. It can showcase your expertise, give an insight into your working practice, share big wins or charitable events, or even just demonstrate that your business is still active.

Of course, with so much possibility, it’s easy to become overwhelmed. Many businesses do, and you’ll find their blog lacks direction, cohesion, and becomes a dumping ground for anything and everything.

This is not showing your business in the best light. But don’t worry; if your blog looks like this, we can fix it.

Over the past 20 years, I’ve helped businesses turn their blog from a tidal wave of disorganisation into a sea of diamonds. I elevate the old content by pruning the bloat and improving the internal linking, and I craft new content in line with a coherent content strategy that provides prospects with the information they need to choose your business.

Drop me a line and we’ll start working on some blogs that attract new prospects and grow your business.

If you need delightfully well- written, extensively-researched, and appropriately-entertaining copy then look no further than James Kelly.”

James Gill, CEO at GoSquared

The Bite way to write better blog posts

20 years of writing blogs has given me a strong insight into what works, what doesn’t, and how to create content that lasts. But all those insights boil down to essentially one thing:

Prioritise good.

Once you make that your mantra, you pretty much have your answer to common questions about blogging, such as:

What should I blog about?

Prioritise good. In this case, you should listen to your content strategy, which should outline the sort of content required. This content should address your prospects’ interests, goals, and pain points. Blogs that don’t do that are irrelevant.

It’s easy to forget that blogs have a job to do. Remember that job. Cut anything that’s irrelevant, even if it’s interesting or funny; it’s just making it harder for your blogs to be found and to do their job.

Educate or entertain

If possible, do both.

How long should my blogs be?

Prioritise good. If a good blog about your chosen topic is 2,000 words (if it’s an in-depth, technical topic, for example) then your blog should be 2,000. Making it any shorter will skimp on important detail and your reader may assume you don’t know your onions.

And if your topic can be covered in 200 words, then 200 words it is. Making it longer will just add bloat and your reader may assume you’re trying to confuse the issue.

How often should I blog?

Prioritise good. Instead of setting an arbitrary target like “twice a month” and invent blogs to meet it, work out how many blogs you need to nail your content strategy and the timeframe needed to do it justice.

For example, if part of your strategy is to increase the content around blueberry muffins, look at the information your prospects are looking for, combine it with search traffic you want to capture, and figure out your content journeys. Determine which blogs you need to write, and a realistic timeframe to complete them in.

That’s how often you should blog.

How long does it take to write a blog?

Prioritise good. There are some “gurus” who reckon their process (which is usually something super revolutionary like “use an outline”) can knock out a blog in 45 minutes. But can you write that 2,000-word technical blog with original research and complex data points in 45 minutes? Probably not. That’s hours of work, maybe even a day or so. But can you write a quick news update in 45 minutes? Maybe. Be realistic. If you’re not sure, ask.

How I write blog posts that get results

  • Start with the audience; each blog is written for a particular customer persona, so I keep their interests and pain points in mind at all times.
  • I also firmly establish the blog’s position in the content journey. This helps solidify the job it needs to do. Whether it needs to draw in a new audience or lead someone down the content funnel, I work towards that job.
  • I cut anything that doesn’t speak to the persona or doesn’t get the job done. It doesn’t matter if something’s interesting or funny; if it’s not relevant, I don’t include it.
  • I’m never coy; I’m not writing a cosy murder mystery, after all. By giving the reader a sense of what they’re getting right at the beginning of the blog, I set expectations as well as pruning irrelevant readers that won’t convert.
  • I avoid predictability. If the reader thinks they know what’s coming, why would they keep reading? So I use unpredictable twists and turns to keep the narrative engaging.
  • I educate or entertain and, where possible, I do both.
  • I avoid jargon and complex language. Even if yours is an intelligent, informed, technical audience, overly complex content isn’t easy to read. You want to remove any and all obstacles to them finishing the piece. So I make it easy for them to do so.
  • I don’t worry about keywords in my early drafts. A lot of them come naturally out of the writing anyway. I focus on writing good content first, and make tweaks in later drafts to hit the right phrases if necessary.
  • I make sure it flows: jumping from topic to topic makes for disjointed, unpleasant reading experience and makes it easy to stop reading. So I always give the reader a reason to read the next paragraph.
  • End strong. Don’t just reach the end of your topic. End with a call to action. Maybe that’s asking the reader to sign up to your email. Maybe it’s asking them to read a related piece. Maybe it’s to go out into the world and do something differently. But you want the reader to do or feel something different. Otherwise, why did you write the blog?
  • I never write a blog for the sake of it. If a blog doesn’t fit into your content strategy, I’ll ask you why you want to write it. If there’s no good reason, I’ll tell you. It’s better to let go of a beloved idea that end up with confusing, distracting, or even bad content.

Where can I see some blogs you’ve written?

I’m glad you asked. Request a copy of my portfolio and you’ll see some examples of the blog work I’ve done, all of which have been instrumental in building my clients’ reputations, converting more customers, and growing their businesses.

It’s a good read. Check it out. Or get in touch and we’ll have a chat about putting some bite into your blog.