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The Business of Blogging

It is another one of those words that was not part of the English language when many of us were young. In 1994, a Swarthmore College student named Justin Hall created the first blog, blog.Link.net. “In 1997, Jorn Barger, blogger for Robot Wisdom, coined the term “weblog”, which was meant to describe his process for “logging the web” as he surfed the internet. The term “weblog” was shortened to “blog” in 1999, by programmer Peter Merholz.” Today, a blog is a regularly updated website or web page, and can either be used for personal use or to fulfill a business need.

With more than four billion daily users on the internet, blogging is an important part of any digital marketing strategy. Ninety percent of marketers use blog posts regularly each year. Seventy million original blog posts are created each month to promote products and services and drive increased traffic to a brand’s website. There were more than six hundred million active blogs in 2023 according to a survey from Growth Badger. Besides increasing website traffic, blogging builds brand awareness and helps a brand to be seen as an authority in its industry. Properly created blog posts promote personalized two-way conversations with readers and initiate additional engagement with consumers while improving link-building across other social media channels. So, what goes into writing impactful and consistent blogs?

Gaining the attention of an audience begins with developing a comprehensive marketing strategy that is built around a well-defined goal, with a budget with specific and objective priorities that are specifically targeted. Reaching the correct listeners, optimizing the quality of engagement, and achieving increased conversions demands a comprehensive communication effort and a clear and complete understanding of the brand’s best customers. Strive to establish the right tone when creating a conversation and validate your message by providing supporting data and documentation that portrays the brand as an authority in the field. Tell a compelling story that ends with a solution that solves a listener’s problem. The effort is not a novel, but a short story that will engage a reader to complete the prose to conclusion. Get to the point with as little fluff and bloviating as possible. Write in a voice that is familiar to the reader and consistent with the brand’s reputation.

Writing clearly and concisely means deliberately selecting words that precisely describe the solution the listener is seeking. Eliminate words that could clutter the message and create misunderstanding. Be sure to use proper grammar. Use short, to-the-point, sentences and avoid using vague phrases, flip-flopping verb tenses, and spelling or grammar errors. Proofread, edit, and re-edit the effort where necessary. Do not make the mistake of relying only on the software “spell check” function. One careless composition mistake in the final text can damage your credibility and result in the listener ending the conversation early. Choose and implant keywords that will enhance and optimize search engine results.

Telling a story using video, images, infographics, and other visual content can help break the monotony of longer content and increase the value of a blog to connect with your audience and grow engagement. The success of any content effort is not reliant on any one element, but rather on a combination of elements designed to engage in two-way conversations with a targeted audience. “Successful blogging is not about one-time hits. It is about building a loyal following over time.” Says David Aston, at Income Diary. Think long term and embrace repurposing successful blogs across digital and traditional media collateral.