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A Beginner’s Guide To: Blogging In 2019

Published: 25th September 2018 | Last Updated: 17th October 2018

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If you live in the 21st century, you’ve probably heard of blogging. If you think of it as a digital way to keep a diary – you need to think again. While it can be a fun way for many to talk about their lives and interests, it’s also an excellent marketing method.

Keeping a blog can form part of a successful content marketing plan, which is a key way to use inbound marketing to promote your business. Inbound marketing relies on people coming to you, instead of having advertising interrupting their daily lives. With a business blog, you can successfully raise the profile of your brand and improve the traffic coming to your website.

In this article we discussed the following subjects:

What Is Blogging?
Why Blog?
What Makes a Good Blog?
What Makes a Good Blog Post?
How to Achieve Maximum ROI with Your Blog
What About Guest Blogging?

What Is Blogging?

Simply put, blogging is posting regular written content on a website. You can post a new blog post as little or as often as you like. Be mindful that you should talk about topics that are relevant to your brand and to your audience (your customers and potential customers). A blog can sometimes stand on its own. Some people work as professional bloggers, making money from their blogging activities.

There are dedicated blogging platforms that some people choose to use. If you own a business, your blog is likely to be a section of your main website. Some people choose to hide the link to their blog at the bottom of their site. You can make it more visible in your main menu too.

If you choose to have a blog on your website, you could use it to discuss a range of topics. You should think about the purpose of your blog and what interests your audience. If you want to improve SEO for your website, you need to find out what your audience is searching for and write about related topics. You might want to build a community around your blog, offering advice to your customers and allowing them to comment on your posts. Blog content is also excellent for sharing on social media, and you can have bloggers or people from other brands write guest posts.

When reading blogs yourself, which topics are you most likely to engage with?

Why Blog?

The most important question is whether blogging is something that you should be doing, and why you should do it. Blogging can form an important part of your content marketing strategy and has a variety of benefits for your business. If you’re unsure about whether you should start blogging for your business, you should take note of these benefits:

  • Improve SEO (search engine optimisation) for your website
  • Provide useful information for your customers and potential customers
  • Strengthen relationships with customers
  • Create a community around your blog
  • Produce shareable content that you and others can share through social media and more
  • Establish your brand as a voice of authority and industry leader
  • Grow your brand awareness

SEO Reasons

Blogging can help you with SEO in a number of ways. Firstly, it allows you to continually update your website with new content, which search engines like. It also means that you can target a large variety of keywords that are relevant to your business. Every time you publish a blog post, you can make sure that it is optimised for search engines. This includes using a keyword in the main content and in the meta description of the post. Blogging can also help you build links. As you publish valuable content, people might link to it from their own sites, and this can be good for SEO too.

Better SEO for your site helps you to bring in more traffic, and therefore boost your sales and revenue. When you use your blog to improve SEO, you should think about what your audience is searching for. This can include thinking about different stages of buyer awareness. For example, are they specifically searching for metal water bottles or are they looking for good presents for hikers?

Blogging also helps you to build your brand and grow brand awareness. You can become a voice of authority in your industry, grow a community around your blog and build your relationships with customers too. It provides you with a good way to reach out to people and to show that you know what you’re talking about. Sharing your blog content helps you to make more people aware of your brand and what you can do for them too.

What Makes a Good Blog?

If you’re going to keep a blog, you’ll want to do it well. However, the question of what makes a good blog isn’t necessarily a simple one to answer. There are many things that can go into making your blog successful.

Firstly, a good blog needs to fulfil its main purpose. If you’re going to start blogging for your brand, you should decide what your goals are. You might be aiming to increase your site’s traffic or search engine position.

lady sat at her desk struggling to think what to write while blogging whilst her car sleeps besides her

Perhaps you want to see your customer relationships strengthen, or you might want to grow your brand awareness. Whatever your aims are, you need to create a plan that helps you to reach them.

Your blog should be in line with the rest of your brand. If your brand is fun and fresh, your blog should be too. This is true of both the look and feel of your blog and the content that you choose to publish there. Think about the image you want to present, whether it’s professional and knowledgeable or fun and entertaining.

Your blog should also be clean and organised. If you want people to do more than read a single blog post, encourage them to find other relevant posts on your blog. You can organise your posts into categories and also use tags for different subjects.

At the bottom of your posts, you could recommend similar blog posts that cover topics that might be of interest or perhaps posts that are in the same series. On the main page of your blog, it’s best to only display a snippet of the article and not the whole thing.

What Makes a Good Blog Post?

Of course, you could organise and design your blog well, but you need to know how to write and format a good blog post too. Your individual posts all come together to keep building up your blog. Before you start writing anything, you need to consider the aim of your post. It needs to be relevant to your brand and your audience. You might want to choose a keyword to use.

Doing plenty of keyword research should help you to find lots of keywords that can inspire your blog posts. Your posts should be interesting to your audience and provide them with valuable information.

Your Tone

Once you know what you’re going to write about and why, you should consider how you’re going to write it. You need to use the right tone of voice and approach to reach out to your target audience. Do they want a jokey and casual post or are they looking for something more serious and formal? Make sure you stick with the same tone for the whole post because your audience isn’t going to switch halfway.

The Length

Many people wonder what the perfect length is for a blog post. Most experts would agree that a useful blog post needs to be at least 400 words long, but they can be longer too. In fact, longer content might be better for SEO and can provide a lot more information.

hands typing at a keyboard with a plant growing into a flower, which dies when he's typed too much

Don’t be afraid to experiment with 1,500 or 2,000 words – but only if everything you write is useful, and not just filler.


When it comes to formatting, it’s important to recognise that it’s difficult to read a huge wall of text. You should try to break up your text into manageable paragraphs, make use of things like bullet points, bold and italics, and anything else that helps to make scanning easier. It’s also a good idea to use other content, including images, info-graphics and even video to add to your text.

Call To Action

At the end of your post, you should include a call to action. This invites the reader to take a number of actions – it’s your choice. What should they do next? Ask them to connect on Twitter, join your mailing list, check out your products or even read another post.


Remember to optimise your posts for SEO too. Before you publish a post, make sure you add a meta title and description that contain your keyword. You can also use headings and add alt tags to your images to get your post ready for search engines.

How to Achieve Maximum ROI with Your Blog

A lot of time and money can go into running your business blog. You might decide to look after it yourself, or you can get an employee or a freelancer to do it for you. Either way, you want to make sure that all of your efforts are worth it.

Optimising your posts for search engines is a key step in ensuring that you get something out of your blogging activity. Of course, your posts also need to be relevant to your audience and use keywords that people are searching for. Share your blog posts through various channels to reach both your existing customers and potential customers. Use social media, your newsletter and perhaps forums and other channels.

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Knowing how to measure ROI from your blog is important, but it’s not the easiest thing to do. You can start by monitoring the reach of your content and the engagement it receives. How many people see it and read it, how many comment on it or perhaps like or share it on social media?

You can also measure whether you have been able to generate leads through your blog. Seeing the calls to action that you use and seeing how many people go on to perform a desired action after reading a blog post.

By comparing your figures with how much you spend on your blogging activity. You can then work out how much it costs per view or engagement. You can even see how much it costs to generate a lead or create a new customer!

What About Guest Blogging?

Another thing that you might want to consider is the benefit of guest blogging. You can let people write guest posts for your blog, but you can also produce guest posts for other people’s blogs too. This can have a number of advantages, helping you to grow your brand. If you allow other people to write guest posts for your blog, you could invite client testimonials, team up with other brands and professionals in your industry, or get professional bloggers to contribute.

If you choose to accept guest posts on your blog, it can help you to keep up varied and regular content. However, you should be careful about who you allow to post on your blog. You don’t want to damage your business reputation by allowing something that’s not up to your standards.

In return for having someone else’s post on your blog, they might do the same for you and allow you to post on their site. They can also link to their post on your site, which is good to help you build backlinks. Share it on social media to gain maximum exposure.

Guest Blogging For Others

By guest blogging for other brands and bloggers, you can grow your reputation, and you can build backlinks for your website. Again, it’s important to keep relevance in mind so that you choose the right blogs to approach. You need to choose a blog that makes sense for your brand and has a similar audience. You need to be able to write a blog post that works for that blog’s readers but also encourages people to acknowledge and check out your brand.

It shouldn’t necessarily be an overly promotional post, though. It needs to provide valuable information and can perhaps include a call to action or a mention of your brand. Successful business blogging takes a lot of work, but you can see a good ROI if you know what you’re doing. Make sure you don’t rush into it if you want to do it well.

In A Nutshell

Blogging and vlogging (video blogging) seem to be becoming increasingly popular and you can certainly see why! There are many benefits of blogging which have been discussed above. You can include blogs in a wide range of places – they can even be integrated as part of your social media marketing campaign!

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After reading this article, the team at Web Design Review hope you’ve a better understanding of what blogging is and the value blogging can bring to your business. We understand many topics in the digital world are complex and overwhelming.

This is the reason we’ve created this guide, designed to arm those new to different areas of web design and digital marketing with enough basic knowledge to understand it’s importance. You can learn more on various topics as part of our  Beginner’s Guide series.

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