Nowadays it seems that everyone is blogging on WordPress. But what does that actually mean? And how do people make money doing it? Interestingly, company blogs are one of the top methods under the umbrella of SEO to increase brand awareness and acquire new customers. The key is to focus on educating readers so that they continue to read more and more of your content – all without having to pay for ads. In order to do so, you need a CMS, of which WordPress is the undoubted ruler.
Blogging on WordPress has become common practice. But what does this mean? A blog, short for weblog, is a type of website where you can regularly share information and engage with your audience. You can differentiate a blog from typical websites because the former continually has new content, while the latter is updated much more infrequently. Blogs can be used for both personal and professional purposes. While some people and businesses choose to have an entirely separate website and URL for their blog, others prefer to have it as a unique page on their website.
To easily write and publish content on your blog, especially if you don’t have any coding knowledge, you need a content management system (oftentimes abbreviated to CMS). A CMS is a type of software with a user-friendly content editor where you can add text and images rather than going into your website’s coding to make content additions and edits. The purpose of blogging on WordPress can be many things including:
WordPress is the most popular CMS, and there are many reasons why millions of people use it for their blogging. Its simple, intuitive design makes it easy to use, even for those with minimal technical experience. Blogging on WordPress also allows for extensive customization with its wide variety of themes, which are design templatesfor styling your website, and its plugins, which are like apps that let you add new features to your blog. Another one of its main advantages is that it’s optimized for search engines like Google so it’s easier for you to stick to SEO best practices and attract more web traffic (more on this later).
Whatever the focus of your blog, you don’t have to rely on guesswork to come up with good blogging ideas. There are online resources that can help you think of material by sharing what web users are searching for, and therefore what kind of content is valuable to them.
Google Analytics is a free analytics platform you can pair with your site to track your web traffic. Amid its many insights, you can view search console reports, which show what search terms brought people to your site. Since these terms reveal what your audience is interested in, they can then be used as jumping off point for attention-grabbing posts. You can also look on Google Analytics to find which pages, posts, categories, or tags are the most popular on your site and then create more content surrounding these in-demand topics. Moz has a great over on this.
Along with seeing the search keywords that brought people to your site, you can do additional keyword research to figure out what words and phrases related to your blog topic are being put into search engines by others. There are plenty of keyword research tools out there, including Google AdWords, Ubersuggest (possibly the best free tool out there), and Ahrefs Keyword Explorer. Once you’ve zeroed in on popular, related keywords, you can then build future posts around these to attract your target audience to your page with the information they’re looking for.
While some tools require you to pay to access all of their data, Ubersuggest is one of the top free tools for keyword research. To use Ubersuggest, type a keyword or phrase into the search bar and then click search. You’ll then see a few key metrics related to your search term, including how many searches in a month include this word or phrase. Below this information, you’ll see a chart with variations of your keyword, showing how else it’s being used in searches.
In order to choose the best keyword, you’re looking for a keyword with a high search volume (at least 1000 per month), but also a low or medium difficulty (the amount of competitor per keyword). The best keywords make good use of both of these metrics.
Blogging has developed over the years to become an important component in many companies’ business strategies. A HubSpot study showed that marketers who prioritize blogging are 13 times more likely to see positive ROI. With each blog you post, you have the opportunity to educate potential consumers about your products and services and get your business on their radar.
More than just an arm of your business operations, your blog is an extension of your brand. When you show people your expertise and personality through your blog content, you can help build brand loyalty and inspire them to choose you to fulfill their consumer needs.
Since many people in today’s digital age do online research before going through with a purchase, you should have content available to draw potential consumers in. As cited on Insights, 75% of buyers in a DemandGen survey said that potential vendors’ content had a significant impact on which they chose. Additionally, 77% of people read product reviews before making any purchases online according to Business.com.
SEO, also known as Search Engine Optimization, is the practice of optimizing a site so that more high-quality traffic comes to it through organic search engine results. Organic results are different from ads that you pay for on search results pages. SEO encompasses many different ranking factors, including SEO-friendly content, links, and page speed.
Blogging gives you the platform to follow a number of SEO best practices. You can constantly add fresh content to your website, increase the number and type of keywords on your site, link to your other pages so people stay on your site longer, and have more content other sites can link to.
Headings: when blogging, keep in mind the readability, or ease in which a reader can understand your content.
Layout: to make sure your posts are easy to read, start by having a blog layout that’s well organized and easy for the eye to scan. On a similar design note, you should add headings throughout to break up the content so readers don’t have to stain to digest one big, intimidating block of text.
Short sentences: as you write your blogs, keep your sentences and paragraphs relatively short so your reader can quickly understand your message.
Know your audience tone: throughout your post, maintain a tone that’s appropriate for your subject matter and your target audience. More playful, humorous writing will attract a different audience than more formal, authoritative writing.
After putting in the time and effort to create blogs, you should use social media platforms like Facebook and LinkedIn to share these posts to extend your reach and attract even more traffic. Depending on your target audience, one platform might be more suitable for sharing your content than another.
Blogging on Facebook
The purpose of blogging on Facebook is often to share stories or to promote B2C (business to consumer content). Blogs can be used as a part of a social media strategy in order to gain loyal viewers. As a result, they await new content on a scheduled basis, inspiring them to come back for more, and eventually make purchases on products or services.
Blogging on LinkedIn
Blogging on LinkedIn also has a wide variety of advantages. Like Facebook, it can be used as a part of a successful social media marketing strategy. LinkedIn is more so focused on B2B (business to business) networking. This means you can use blogging on LinkedIn to create leads as well as gain followers for your business page.
Blogging can also be used to earn a passive income, as in a way to bring in earnings with minimal effort. Some popular ways to do this with your blog are to offer courses, participate in affiliate linking, and sell eBooks. Momsmakecents.com is one of the most successful blogs that earns a passive income and is a great example for how this works.
IDI provides support for all your SEO, blogging and content marketing needs, as well as complete online marketing strategy creation. Please view our portfolio with examples of how this works. A list of all our services can also be found here.
Adriana Stein is an Online Marketing Consultant based in Hamburg, Germany. Originally from the US, she is a native English speaker and specializes in helping companies with their SEO & content marketing strategies, along with graphic design, brand copy and website development.