Even if you have no idea what a blog is, you have undoubtedly encountered one at some point. Maybe you came into a site while looking for “healthy dinner recipes.” In fact, guess what, if you’re reading this? On a blog, you are.
If your company doesn’t have a blog, you should give it some thought. According to research, blogs are the 5th most reliable source of factual web information, and B2B marketers who use them generate 67% more leads than those who don’t.
At its most basic level, blogs can help you establish an online presence, establish your expertise in a certain field, and get more qualified traffic to all pages of your website. If you’re thinking of starting a blog for your company or just want to know what one is, keep reading.
What is a blog?
First, a quick recap of the past: Links.net, the first blog, was founded in 1994 by Swarthmore College student Justin Hall. However, it wasn’t regarded as a blog at the time; rather, it was just a personal webpage.
The term “weblog” was first used in 1997 by Robot Wisdom blogger Jorn Barger to describe his method of “logging the web” while he browsed the internet. Programmer Peter Merholz first abbreviated “weblog” to “blog” in 1999.
In the early stages, a blog was a personal web log or journal in which someone could share information or their opinion on a variety of topics. The information was posted reverse chronologically, so the most recent post would appear first.
A blog used to be a personal web log or journal where people could exchange knowledge or opinions on a range of subjects. The posts were made in reverse chronological order, so the most recent one would show up first.
Because HubSpot provides products relating to marketing, sales, and service, for instance, HubSpot blogs about a variety of topics in these areas. As a result, visitors of HubSpot’s blog are likely to reflect the company’s primary buyer persona.
As an alternative, a woman by the name of Kiki launched a personal travel blog called The Blonde Abroad to record her travel adventures and offer readers advice on where to go. Her blog does not benefit a larger organisation, but it does assist her in building a personal brand
A successful personal blog’s author may also earn money from it through sponsorships or adverts. For more information, see 5 Strategies to Monetize a Blog.
What is a blog post?
A blog post is a standalone web page on your website that explores a specific blog subtopic.
Consider the scenario when you launch a fashion blog on your online store. The Best Fall Shoes for 2019 can be the title of one blog post. The article targets a very specific sub-subject while yet connecting to your blog’s main topic (fashion) (fall shoes).
You may rank on search engines for a range of keywords by writing blog posts. In the aforementioned illustration, your blog article might help your company rank on Google for “autumn shoes.” They have access to the rest of your business’ website when someone searches for fall shoes and finds your blog post. After reading your content, they might click “Products” to view the apparel items your business offers for sale.
A blog post includes a link to your main blog page. You are currently on blog.hubspot.com/marketing/what-is-a-blog, for instance. The URL’s “what-is-a-blog” part refers to /marketing, which is the blog’s main page.
Blog vs. Website
A blog is normally a portion of your company’s website; however, in contrast to the rest of your website, the blog section requires frequent updates through the addition of new content. Additionally, your blog is a tool that enables you to interact with an audience more effectively. You can do this by examining the number of times readers share your blog pieces on social media or by enabling reader comments on specific topics. In this regard, a blog differs from the rest of your website in that it is more like a two-way dialogue. However, if the blog is only for personal use, such as a travel blog, it can also be an entire website and frequently is.
What is a lifestyle blog?
A lifestyle blog is a digital collection of a writer’s hobbies, routine, or opinions on many topics. A lifestyle blog often covers several of the writer’s interests or skills rather than concentrating on just one. For instance, a lifestyle blog might have sections on relationships, travel, fashion, and health and wellbeing. You could think you’re reading a friend’s carefully crafted journal entries when reading a lifestyle blog because they are sometimes quite customised.
Blogging has many advantages, including increasing website traffic and lead conversion rates, establishing your company’s reputation in a certain field, and continuing to support your company’s growth and draw in new clients for months or even years after publication.
What is the difference between a wiki and a blog?
One of the most well-known instances of a wiki is Wikipedia, which allows anybody who visits the site to edit, distribute, or publish information. On the other hand, the ability to edit, share, or publish to a blog is often restricted to only one person, or a small group of individuals, with admin credentials. Visitors to the website who stumble across the blog may make comments at the bottom of the post, but they are unable to publish to the site or alter the content already there.
What is a blog used for?
- To help your company rank on search engines.
- To share information about a given topic and become an expert in an industry.
- To attract visitors to your site, and turn those visitors into leads.
- To cultivate an online community and engage with an audience.
1. To help your company rank on search engines.
Usually, a company will use a blog to raise the website’s ranking on search engines. To get your company’s homepage to rank on Google’s first page, you may certainly apply SEO strategies or purchase sponsored advertisements, but blogging is a more effective, long-term option.
We’ll start with an example to illustrate how your business can rank on search engines using a blog. Assume you work for a web design start-up with a minimal internet presence.
You make the decision to devote the first year to producing consistent blog posts with a strong web design theme. As time passes, more people visit your site, and other businesses link to it for web design-related information. When this occurs, Google acknowledges your business as a reliable source for for web design information. Eventually (with a lot of trial and error), your blog posts begin ranking on page one of Google for terms like “web design”, “website builder”, and “e-commerce website”.
Then, one day, you search “web design companies in X city” and find your company is now on page one. This is likely due, in large part, to your consistent blogging efforts.
2. To share information about a given topic and become an expert in an industry.
Matt Kepnes, a native of Boston, gave up his job in 2006 and started travelling. He published travelogues on NomadicMatt.com, a site that is now notorious.
After roughly a year, he started earning $60,000 as a result of his persistent writing efforts and SEO techniques that helped him rank on Google. To gain money, Matt also wrote e-books and engaged in affiliate marketing and sponsorships. In addition, he published “How to Travel the World on $50 a Day,” a New York Times best-seller.
Now, Matt’s blog receives 1.5 million monthly visitors and makes about $750,000 annually; he has established himself as a leading authority in the tourism industry.
From fashion to blogging to fitness, there are many ways to establish yourself as an authority on a subject that interests you.
3. To attract visitors to your site, and turn those visitors into leads.
You can only acquire so much website traffic from your company’s homepage or About Us page. Those pages are crucial for prospects who are already interested in your items, but top-of-the-funnel traffic rarely goes to them. In this situation, your blog is useful.
Even before website visitors are prepared to make a purchase from you, your blog can be a general resource for them. Let’s imagine, for illustration purposes, that you offer goods to online retailers. The majority of e-commerce owners won’t be prepared to make a purchase right away, however you may draw in those who are already looking for your products online.
Instead, if you start writing on advice for new retail business owners, such as “How to start a retail website” or “Benefits of e-commerce vs. physical shop,” you’ll gradually draw in readers who value your material and find it helpful. When those website visitors’ e-commerce sites start to expand (partially due to your blog), they will already be aware of your brand and have built a relationship of trust with it as a reliable resource. They will then visit your product pages at that time.
4. To cultivate an online community and engage with an audience.
You may at the very least start a blog to interact with readers who share your interests online. Consider starting a food blog and inviting readers to submit their own recipes.
As an alternative, you may establish a blog with a DIY projects theme. You ask your followers to give their own DIY advice in exchange for posting the enjoyable DIY projects you’ve finished at home.
How To Blog
- Choose your target audience.
- Brainstorm content ideas frequently based on your market segment.
- Research and review a content management system (CMS).
- Create a blog strategy and editorial calendar.
- Pay attention to article structure.
- Become an expert in marketing and promoting your blog.
- Learn about SEO.
- Use a variety of blog post styles.
- Repurpose old content.
- Perform a competitive analysis.
1. Choose your target audience.
You should consider your target audience while starting your own blog. For whom are you building the blog? Who do you want to read your blog postings, by the way? Before you begin, think about your writing niche, the subjects you’ll cover, and your motivations for doing so.
Developing a buyer persona for your business is akin to brainstorming your target audience. Additionally, this can help you determine the type of content you want to create.
2. Brainstorm content ideas frequently based on your market segment.
Once your blog has been established, you should consistently produce high-quality content. Not always an easy task. Making content requires a lot of time. Make sure your material will be interesting to your readers and, ideally, will boost your SEO; more on that in a moment.
Take a look at what your competitors are doing to start coming up with ideas for content. Analyze their material for any gaps you can fill. In order to confirm that readers are looking for and interested in the subject you intend to write about, you need also conduct SEO research. SEMrush, Google Keyword Planner, and Answer The Public are a few helpful tools.
If you want to always have ideas that you can put into action, you should frequently brainstorm material.
3. Research and review a content management system (CMS).
You’ll most likely employ a CMS to build your blog. You may develop, manage, and publish content on your website using a CMS. Most likely, you’ve heard of instances like Wix or WordPress.
You should pick a CMS that can host a blog if you don’t already have a website. If you already have a website, see if it includes built-in blogging features. If not, you might need to locate a CMS that works with your website or pick a different CMS entirely.
Everything you require is included in HubSpot’s free blog creator, including free hosting and security tools. With hundreds of free themes to pick from and a straightforward visual editor, getting started is simple.
4. Create a blog strategy and editorial calendar.
You cannot start a blog without a plan, just as you cannot start a business without a plan. Your plan should address issues like:
- Who are you targeting?
- What type of content will you produce?
- When will you post?
- Where will you promote your content?
In general, your blog should have a mission, vision, and goals.
Then, to stay organised and on course, construct an editorial schedule. You can keep track of upcoming posts with the aid of a calendar, check that writers are submitting their work on time, and make sure you have adequate ideas for future pieces.
5. Pay attention to article structure.
The article structure should be taken into account while you write your blog posts. For instance, are you breaking up the content using subheads to make it easier to read? Are you using photos and bullet points that make the post simple to scan? These are crucial elements that will keep the reader on your page.
Additionally, you should be careful to use calls-to-action (CTAs), which will instruct the reader on what to do next. This is how you may start monetizing your blog and earning leads.
6. Become an expert in marketing and promoting your blog.
Marketing and promoting your blog entries is another aspect of blogging. It’s comparable to the proverb “Does a tree make a sound when it falls in the woods and no one is around to hear it?”
Therefore, will it benefit your business or brand if you publish a blog article but no one reads it? Most likely not. You will therefore need to promote your posts. To reach present and future consumers, you can use social media, SEO, your website, or your email newsletter.
7. Learn about SEO.
You want people to read your blog entries, as I indicated before. Using SEO to increase organic traffic is one approach to achieve that. Learn how to conduct keyword research, rank in search results, and develop an SEO plan if you want your blog to be successful.
8. Use a variety of blog post styles.
Everyone who reads your blog entries should find them entertaining, but clients who read each and every one should be given special consideration. You should employ a range of blog post types for your loyal readers and brand ambassadors to keep your site fresh. Use thought leadership, list-based postings, or how-to articles.
9. Repurpose old content.
It can be challenging to continuously produce blog articles. However, you don’t need to create anything entirely new each time you make a blog article. To maintain older blog postings correct and complete, you can update them. Additionally, you may leverage other content you’ve created, like a podcast or a YouTube video, and repurpose it as a blog post.
10. Perform a competitive analysis.
Conduct a competitive analysis on your main blog rivals to better understand your audience. This will give you ideas for themes and strategies to market your blog while also assisting you in spotting trends and content gaps in your blog.
It will be easier for you to develop and refine your own blog strategy if you conduct a competitor analysis.