Blogging for business: a beginner's guide to blogging – from killer headlines to promotion & SEO | Sue Keogh | Skillshare

Blogging for business: a beginner's guide to blogging – from killer headlines to promotion & SEO

Sue Keogh, Director and agency owner, Sookio

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13 Lessons (2h 4m)
    • 1. Intro

    • 2. What is a blog?

    • 3. Who are you writing for?

    • 4. Planning posts with purpose

    • 5. What are you going to write about?

    • 6. Make your blog structurally sound

    • 7. Making your post easy to read

    • 8. Craft an attention-grabbing title

    • 9. Preparing to publish

    • 10. The power of a strong image

    • 11. Get savvy with SEO

    • 12. How do you promote your blog?

    • 13. How do you know if your blog is successful?


About This Class

Blogging is an excellent way of showing your expertise and helping customers find you on the web. It's also a brilliant way to stay relevant and keep your customers updated with industry, product or news- related topics, not to mention super helpful for your SEO (google loves blogs, always crawling and looking for timely, fresh content) - this means an updated blog can really help your Google rankings.

Having a blog is the best way to grow your business and build a loyal community that keeps coming back over and over to check out your new content. Paired with social media, a blog is a great way to help your brand stand out online.  

But if it's not done right, it can take a lot of time for little results. So, you need a plan!

I'll take you through the process, from planning and writing content that gets noticed and picked up by Google, creating killer headlines, making your blogs readable and shareable, opportunities for driving revenue, as well as great ways to promote your blog and maximize SEO. 

This fast-track course will give you the confidence you need to get your blog off the ground!

And don't forget to join the Sookio School community on Facebook to share ideas and ask questions!

Now, let's get started!


1. Intro: Hello. Welcome to blogging for business with the superior school. So if you're a startup, small business or much larger organization, then this course will give you the tools and the knowledge that you need to make your blog's success on. I'm gonna take you through the whole process from planning content to coming up with lots of ideas, making everything readable and share a bowl and then measuring results so that you know that all your hard work is paying off. So we've broken it down into lots of short bite sized modules, plenty of activities and quizzes along the way to help it all sink in on die hard. We recommend that you don't load the worksheet from the website too, and this will help you get all your ideas in order as you go on. We also have a Facebook group for the superior school. So do join that, and then you can chapter of the people in the community. Okay, lets go 2. What is a blog?: Let's get things started by running three. What a block actually is. So it's a regularly updated website, like the examples that you can see on screen now on for some companies, then the whole website to the block. So lots of posts that are regularly updated. Or it could be part of their website in general, so you could have the home page of services page different products Contact page, and then you've got the block, and it will be a Siris of posts that you may write while some people it's every day, and it's quite short and sweet, whereas for others, maybe they'll do something a bit more in depth on. They'll write a post every month on. One of the nice things about blog's is that you can really mix up the format so you might want to share behind the scenes in insights in the form of a photo gallery, perhaps, or a spotlight on a particular team member. Or you've had a project that's going really well, and you could write it upon your blawg in a case study on, So the joy of blogging is that you're using this very kind of more informal tone of voice. You talking to people in the way that you might catch them face to face, and you're doing something different each time on creating a bit more for a bond, with the person reading it so well. Come on toe all of these things in a bit more detail throughout the course, so let's think about why you should block now. To my mind, blogging gives you a whole new way of giving your customers and insight into a business that just wasn't there before the wonderful world of digital marketing came along. So let's say you in shop so previously, the only way that your customers could get to understand about the products that you sell would be to physically come into the store. Or let's say you more of a large corporate kind of organization that would be to physically come to your reception in your big, shiny building and pick up a lovely, glossy brochure. Where is three blogging? Then it breaks things down a bit. You can show pride in your in your team. Talk a little bit more about the products and services on offer away for your customers to really get to know you. So there are four main benefits of blogging for your business. The 1st 1 is that you're creating original shareable content, you offering your customers something useful that they can't find elsewhere. So when you explain how to do something or you share insights into a particular topic, this has got a lot of value, and it makes people feel positively towards you. It's a kind of thing they might find after Google Search. Or they might share with a friend on Facebook on a forum on If you think about your nearest competitors, If they're not blogging, then this is your chance to stand out from the crowd. And I must say that niche topics of good you want to appeal to the types of people that are looking to buy your products rather than all of sundry on. The second benefit is that you're showing your expertise so your bloggers away have shown your subject matter. Expert people will read your post about classic cars, your tips on leadership or your insights into software development, and they'll think yet these guys really know what they're talking about. So when you're generous with your knowledge, like this. It's a really positive thing to do. It shows you're so confident about your subject matter that you're happy to share your experience and your knowledge on business terms. It means a customer might call in to see you rather than a competitive, because they feel that you really know your stuff. So you're blogger is also a place where you can share behind the scenes insights on. I'd like to think that people buy from people, So if you show the human face in your business, then you're breaking down a barrier. You already starting a conversation compared to the website that hasn't got a block? Hasn't got an about page on who doesn't mention anyone by name on the team page, either. So this is where he's shine a spotlight on different team members. You can show everyone dressed up in silly outfits doing charity felon, or you can talk about your particular working processes or follow an exciting refit in your business. All of these things give a taste of what your business is really like on people tend to trust. It's a lot more than those glossy brochures and reception that we mentioned on lovely. It's where you can attract visitors to your website on. I've left this one to last in the list because it's such an important objective. Once you get into blogging, it could be really fun and really rewarding. When you start getting positive comments and lots of shares and social media, however, you and also the people around you, they're gonna want to see that you're getting a return on your investment in time. And so what you want is people to read your blawg and then stick around. You don't know which part of the bio journey there on maybe affairs. They disputing your mailing list. They might do some research into your products while they're deliberating over the price and the features. Or they might even go straight to the by page credit card in hand. But what you're doing with your block is creating the content that lose him in in the first place. Google loves fresh content on it looks seem content that matches the words that people are putting into the search bar. So if you could make a topical so your content is right there waiting when there's a high volume of people searching for a particular topic, then that's even better. So let's recap and think about those four benefits to your business. So on your blog's you'll be creating original shareable content. You'll be showing your expertise out, offering a few behind the scenes insights. Andi. Hopefully, it's gonna be driving lots of lovely traffic to your website to, and there's some pretty big stats out there about why blogging is so beneficial to your business. Now it's over to you, and we're gonna do this a few times. Throughout the course, we're gonna pause for a moment on what I want you to do is scribbled out some notes on I think about what you're trying to achieve with your own block. What's your overall objective? Is it all about website traffic, or is it a way of breaking down barriers and helping people get to know you? So write down your thoughts and then press play again when you're ready. So where does the blawg actually go on? Def. You're new to block, and you might be thinking about all of this. Sounds great, but what does it actually look like in practice? On the way I see it there's four steps. So first of all, you need to plan what you're gonna write about. And then, of course, you need to actually write the thing. So you might want to do this in certain, like word first, so you can try it. Some ideas. Do a couple of different drafts get someone to proof, read it on, gather together anything else that you need, like pictures or video. And then next you'll go to a block publishing platform, something like WordPress on this will be set up so you don't need to touch any code. You can just feel in different sections like the title, the body text, different bits and bobs like that. And then once you've published your post, you need to think about distributing it. How you gonna share it so that people read it? So you put all this effort into writing your posts so you don't be too shy to tell anybody that's there. So you might share on social media or through your email marketing this and then last of all in terms of where your block goes. Then think about your reader so they might be in bed looking through on their on their smartphone scrolling through or they might be at work reading it. Lunchtime, you know, really try and get into their mindset. So that's module one complete. We've thought about what blogging is about. The actual benefits of blogging on the Fed, a quick summary of what the process of blogging looks like on DSO. There's gonna be a quick quiz just to see if everything sunk in and then we'll move on to model two. 3. Who are you writing for?: Let's think about the audience for a moment. So who are you actually writing for? On the more time you can spend thinking about this right from the beginning, the more likely it is that the content you're gonna write will match up with what you readers want to read. So there's lots of different audiences who might be reading your block. So let's run through some of those for a second. So you've got existing customers on your blog's is going to give you a brilliant way of keeping in touch with them on. The nice thing is that it's not a cold, hard sales pitch. It's not like you're getting in touch out of the blue to say, Come by our products. You're sharing something with them that will hopefully be of interest, will be useful and valuable to them on DSO. This makes you feel quite positively towards you and keeps you front of mind. And then, of course, you got potential customers. So think of all those lovely people out there browsing the Internet, deciding what products to buy, who to buy from and your block is a great way of attracting their attention on showcasing all the wonderful things that you've got to offer. And then there's your staff. So don't forget your staff might be reading your block to So it's a great way for the CEO to share information. Show pride in the team. Plus, you can encourage staff members to write for the block, too, so it doesn't just have to be the people at the top. You've also got potential recruits. Andi, I know. For some businesses, attracting quality starve could be a really big problem. You know can be quite competitive out there on through the block. You can really show you what company culture is actually like in your business, which is really helpful to people who are thinking about applying. They're gonna be researching your company ahead of the interview and through the block. They can get to know you a little bit more. Andi. I also encourage companies to get a wide range of people to write for the blog's. So if you can get apprentices in turns graduates to block for you as well, that's even better on you might find that these people are really clean because for them it's gonna be a really good way to make their mark. Don't forget as well that if you're featured in the press, then journalists might be another readership for your block. So there were looking at your blog's for any added insights. On also gives you a place to take control of the narrative. So Starbucks, for example, had an issue a few years ago with them being accused, not paying their taxes. And so they were able to use their official company block to put across their own side of the story. So everybody was talking about it on social media and in the press on their own voice. Might have got drowned out, but through the block, then they could state their own position quite clearly on. Then other people read Your blawg could include industry experts looking for your insights . So these your peers, they're coming to you to see what you think about the state of whatever industry you're in on your blogger is the place where you can show real thought leadership and then last of all we can think about investors. So some businesses, you know, that investors really starting to sniff around on the block gives you a really good opportunity to shout about your successes and your growth plans, which will make you seem even more attractive. Now we're gonna pause again for a second, and I want you to think about your own readers. So who were the people who are coming to read your block posts on Who are the people that you want to be reading it a little bit more? Which of these air more important to you. So just take a moment to pause a video on, then start again when? If you're ready. What I wanted to do now is to really focus on building up a mental picture off your readers on this is gonna help. You would tone of voice. It will help you decide on the sort of language to use. You know how informal to go on but also about topics people be interested in. So have a think Are they made of female? Are they young? Rolled whereabouts So they live. What kind of what language do they speak? And also what? What level of proficiency. And this language. If they got Andi busy, are they trying to have a really impatient looking for quick answers or are they more likely to be reading your blogger a slightly more kind of leisurely sort of pace? And then lastly, And this one's quite important is how much do they know about the topic? So, are they subject matter experts, or are they a little bit new on this? Really affect the kind of language use, So if you're going to use lots of jargon and acronyms, then that might go just completely over people's heads. But then equally. If you write in a way that's a bit too simplistic and you've got a very scientific or technical or medical kind of audience, then equally people might think, Well, that guy doesn't know what he's talking about. So what I'd like you to do now is press pause again. Start scribbling on, write down everything that you know about the different audiences that you've got. I believe I had lots of notes about who you're different types of readers are on. Now. We're gonna think about the kinds of things that are going to spark their attention. So there's a bit of a split here between the B two B audience and B to C on DSO by B two b I mean business to business. So this is a business which will sell to other businesses. So it could be maybe you make car parts, or maybe your PR or marketing agency, or maybe your firm of accountants. So using the accountants as an example, you might wanna blogged about the latest tax rink regulations that coming into force. Or you might want to do postal about one of your senior members, all about his experience, the kind of approach that he brings to the company. Or you might want to do a little how to guide on a topic to do with pensions v 80 Any of these kind of topics that people are most interested in on then to B to C audience. So this is business to consumer. So this could be Maybe you're in retail in the food sector restaurant, for example, or maybe your chain of gyms. So let's, let's think a gym, for example. So you could be blogging about. Maybe you're sharing advice on fitness and nutrition, or maybe one of someone who's been coming to your gym since January, and it's now December. They have achieved their goal of losing five stone with your gym. That's brilliant. You could do a whole post about that, and it inspires other people. Or maybe you've got promotional offer coming up, so there's some sort of member off. If you joined, then you get an extra month, three, that kind of thing. So really think about the kind of audience you've got on. The kind of content is going to appeal. Whenever I talk to people about writing Web content, I always stressed the importance of putting yourself in the reader's shoes. So you want to be writing a sort of content they want to read, which sounds so obvious. But it's something that people sometimes forget that sometimes go a little bit off track on DSO. What you need to be thinking about is, is what problems have they got? What challenges do they face? What what are they trying to solve? You need to think about what's front of mind with them as well. Eso Let's say it's run up to Christmas on, so people will be thinking about what food to buy, what presence to get. They might be thinking about travel plans as well. Maybe your travel company or Maybe the economy is struggling a bit at the moment. And so what's the knock on effect of that for various businesses? Andi think as well about the sort of queries that they have on do. You can find all this from doing Search a website because quite often people will be putting search terms into your own website if you've got search bar, but then they might be emailing you as well, or they might be phoning you up chapter people on reception. You know, what are the queries that people have all the time that they're dealing with? You know, don't overlook what's what's right under your nose. And if there's something that people keep on asking you about, they want right abroad, post on it, and then you can point people in the right direction. So let's pause for a moment on. Just drop down some of the things again. Some of the challenges that you'll your readers are facing, the problems that they want to solve, the kind of topics that you think is going to be of interest. So in this module, we've been putting a lot of thought to who you're writing for, Aunt hopefully along the way. If you're making lots of notes to help focus your mind on now that you're in the mindset of your readers, then we can start moving on to thinking about planning the content on coming up with some really great ideas. 4. Planning posts with purpose: in this model, we're gonna move into planning mode. So we've already looked at the benefits flopping for business We've talked about who's gonna be reading your posts. And now we're gonna be thinking about the different objectives reach post on. The reason we do this is to help you stay focused. So the more focused you are about the overall objectives for each post, then the more likely it is that you're gonna be creating valuable content. So, like a lot of things in life, a bit of planning goes a long way. So firstly, this is gonna help you stay on track. So I see it all the time where people put their heart and soul into their very first look post. And I spend hours over it very emotionally connected Teoh and they're scared. Click published. But then, after all of that work, they haven't got a plan in place, and it means they never quite make it to post number two on DSO mixed with bits side. The internet is littered with all these blog's which are only one post long. So don't be like them. Get a plan in place. Numbness is gonna help you stay on track on, then. Secondly, a bit of planning. It will help you create a good mix of content so that what you're trying to do through your blawg is build up this interesting array of post Say what different formats. Different topics may be written by different people, and it's all gonna show an interesting side to your business. It's gonna build up a fuller picture. So what do we actually mean when we're talking about a good mix of content? So if you think about it, if you always writing about the same topic, talking to the same type of reader on writing in the same kind of way every single time, it's gonna get a bit boring and you'll probably find that your bit bored by as well. And you have about the same incentive to keep on writing a block posts. So what you really need is a different objective for each post. You've got your overall goal for the blawg, which might be to drive more traffic to the website, for example. But what we want to do is have a clear objective reach post itself on. This is good for the reader because it stays it else. The post stay focused so they know they can see straightaway. What the topics about on then. It's good for Google as well, because you're not kind of darting about all over the place. It's quite clear what this content is about. So it's easier for Google kind of direct people straight to it. On DSO. How are you gonna go about this? Well, in our company, we really like a thing called the content matrix, developed by another company called Smart Insights on This is all about creating the type of content that hits people at the right time when they're on particular parts of their buying journey. So let's have a look at that. Okay, so they've got more stuff here, different types of content, and obviously, in this course, we're just talking about blogging. They've got all this other useful stuff as well, about white papers and guides and videos and that kind of thing. But just thinking about blogging for the moment, then you want your content to do one of these four things you wanted to inspire people. So this is where you give people ideas about how they can use your products and services. So, like hair dresses, you might be blogging about nutrients and hair color or software company talking about how other businesses could be more productive if you can't. This is where you can give advice and share some tips so you could do a spotlight on a particular member of your team or talk about how you developed a particular product convince. So we're talking case studies block posts. You know, you went to an award ceremony and you picked up three golds. Amazing. So put that in a block post. We're talking facts. We're talking figures on lots of proof in the pudding that you're such a great company, and then we've got entertained or is sometimes called disengage. And this is where you're aiming for a more light hearted, bite size formats, such as a list post for Q and A on just because the word here is entertain doesn't mean as to be necessarily silly content, you know, shouldn't be off putting if you want a more sort of serious type of sector. But it just means it's content that's just gonna engage your reader a little bit more. That may be a very, very long winded kind of text. Heavy post. Once you have your objectives, then you can start thinking about placing the content into categories on this is where you'll be looking ahead a little bit to the sort of content sort of topics that you'll be writing about on the tip here is Don't make them so narrow that you can only write possibly one post. And then it's really difficult after that. And then equally, don't make it so broad that you're not just talking all sorts around of stuff in there. So to give you an example, let's let's say you're a dentist. You might have categories like news and updates on din. There you talk about a new trade treatments that are available. Or maybe there's a new orthodontists. It's doing your joined your team. And then you might also have a category that's to do with helpful advice. So this could be about good dental hygiene, or about how you can overcome nerves when you going to the dentist, you know, again thinking about the challenges that people face the topics that they might be thinking about. Whereas a firm of architects would have different set of categories, so they might want to have one call projects and case studies on. This is where they can talk about the projects that they worked on recently and showed lots of pictures. They might wanna have news as well, Andi or they could also have sources of inspiration. So maybe members of the team, they travel around the world, and then they take lovely pictures when there in different cities on bacon put this on the block on again. It shows that the people you'll be working with that interested in architecture. They've got a passion for it on DSO. Once you've got these categories, it really helps you stay focused again on building this really appealing mix of content. And equally, when people come to your site, you're kind of scaring them towards the content as well. So they're not faced with this big sort of mass of block posts on. They don't really know where to start. So let's show you how this works in practice, how you can build up a framework for your block. So you want to be having this structure, which covers audience objectives, different categories on, In fact, on a worksheet that comes with this cause. Then you'll find that all laid out for you. Let's say that a hospice is starting a block on. This is something I always think is an excellent idea because it helps build a bit of a bridge with people who might find a whole concept a little bit scary and daunting. And so the things that they would consider when they write in their block their overall goal is probably gonna be how to get more supporters on more fundraisers. And then they need to think about the different objectives for each post on the different people reading each post as well. So the different audiences that they would be talking to would be existing supporters who might be late again. And then you've got potential new supporters. They've got people in the hospice themselves, the patients, and they've got the friends and family of the patients in the hospice on. Let's not forget that the people who are actually in the hospice and the people who care for them, they're going to be going through a difficult time, so a sensitive approach is gonna be needed in the sort of language that you use in the block posts, and then you've got the local community who were going to be interested in the work of the hospice, and you've got local businesses, the sort of people that might be up for doing charity fun runs in that kind of thing. On you got journalists who always looking for an interesting story about the good work that hospice is doing. So that's the different audiences on then. The objectives for each post they could be, maybe to inspire people to take part in fundraising events, to educate people about the work that hospices doing to convince them, convince people to support them, and also for patients to feel like they're in a safe and supportive environment and then entertain and engage in. Like I saying, You know, sometimes if it's a more sort of sensitive or serious sort of topic, you might feel the entertain doesn't quite fit. But what I'm talking about here is getting out a positive message and breaking down barriers for people getting in touch. And then from this they can think about how they're gonna group the content so everything that they're gonna write about will fall within one of these three categories. So you've got fund raising events and campaigns. You've got the war, the work that hospice does. And then you've got helpful information for parents on Bond Brothers and sisters on patients themselves. And then what they can do is turn us into a simple grid, where they map out the posts for the next few months, making sure they achieve their different goals and talk to the different audiences. So, for example, a post about joining us for this year's five Santa Dash could go the category of fundraising. It'll inspire people to take part on the audience could be potential supporters, local community businesses, journalists. So it's completely fine to have more than one audience type and also more than one objective, if you like. Another post, maybe the next week or next month. A day in the life of Alison, a palliative care thus said that shining a light on the work that the hospice does educating people about the charity and is interesting to relatives on supporters and then another post could be about supporting Children, helping them deal with bereavement, and that could be under the category of helpful info and it'll convince readers of the charities caring approach on, but be of interest to parents or families. So it's up to you how you do this, how you go about planning. Ah, lot of people like an Excel spreadsheet, which is a bit similar to the worksheet that we've got with this course you can also have. This is a shared Google document, which could be quite useful if you want lots of people to contribute. Maybe you've got quite a global company, and you really, really want to encourage people from different teams around the world to stop blocking us well, So if you have a shared a Google spreadsheet, then they've got no excuses for not adding their thoughts about what posts I could write about. One thing that we also do with a few clients is trail. Oh, so I don't know if you've come across trailer, but it's a really nice project management toe, which is based sort of on a system of always like Post It notes and so you can add thoughts for Post it note, slide around in the doing column and then done, and it's a really nice way of organizing your content. Just do whatever works for you, but always try and get that structure in place because the more time we spend planning, the more likely is that your blog's gonna be a success. Taking time to plan your content is something that you'll really thank yourself for further down the line. It gives you a real structure to work to on helps you create a good balance of content and also makes the whole thing less daunting. And so we've spoken a bit about finding an objective for each post. So are you going to entertain your reader engaged in some way? Are you going to inspire them, educate them or convince them? And so let's pause for a moment and think about your own Blawg on What like you to do is just carry on, jotted down some notes on I think about the objectives that you like to have for your posts on also the different types of categories that you could greet your content into, and then you'll see your structure starting to take shape 5. What are you going to write about?: So now for the fun part, we've looked at it only sensible stuff, like objectives on who's gonna be reading your block on. What we're gonna focus on now is how you can come up with fresh ideas for your block posts on Do this is always gonna be the most important part of having a successful block. And unfortunately, it's also the biggest stumbling block for a lot of businesses. So how do you keep on coming up with ideas for posts again and again? So my challenge is that by the end of this module, you'll have come up with at least 10 ideas for posts that you can write in the coming months on Dino. That white sound of it daunting. But I've got lots of ideas to help you on your way. Andi, What I'd like to see is that you always coming up with ideas. So maybe when you're at home and weekend play with the kids, you out on the shop floor, you drive into a meeting. There should always be those ideas for relating. You should always be thinking, Yep, great. I can turn us into a post, so I've got 10 prompts if you like on what we're gonna do is run through each one and then I'm gonna ask you to pause the video, scribbled something down. Maybe even more than what idea And then press play will move onto the next one. So the 1st 1 on this should be nice and obvious. It's right under your nose is new products and services. So let's say you're a trained company on Do you have introduced a new payment system so you could put together block Post telling people you're thinking about it, how it's gonna make their lives easier on a few quick tips on how to use it? Or maybe you're you make kitchen gadgets on. You've developed this wonderful gadget, which can help people to chop mangoes so you can tell people why this is such a big problem on how it's gonna help them in their cooking. So think about your own business, and your products and services on just dropped down a couple of ideas with block posts that you could right around them. So now let's think about what offers and promotions you've got running. So maybe your beauty company, Onder, if you buy two products. Then you get a lovely free gift or your holiday company. You do travel on kids go free if you book before the end of January, that kind of thing or you could be restaurant and you're launching a whole new menu and they could be an offer to do that where perhaps you give people a free bottle of wine when they come in on a on a week night. So think about what offers and promotions you might have running on DSI. If you can write down a couple of notes about block posts that you could write now, we're gonna go behind the scenes. So again, this is one of those areas where there's all sorts of content waiting for you just right under your nose so you could perhaps showing a spotlight on your graduate program and block about. Some of the new people have joined your your business. Or perhaps you're a bar, and you had a lovely refit, and you could do some take the camera, take a smartphone out and doing lovely kind of 3 60 view and talk about all the things that you've done to make this bar even more kind of luxurious and comfortable in a great place to go for a night out or a museum. Maybe you're having a big refurbishment or your spent a long time putting together a great new exhibition. And you might want to take people through how you've planned this exhibition, Andi, all of the kind of challenges involved in shipping over these beautiful artworks from from the continent, that kind of thing. So it stopped for a moment and have a think about all the things going on behind the scenes that you could be blocking about in your business. Now events. This is quite an easy one when you're thinking about putting together a content calendar fuel block for the coming year. So you might have an event coming up in June. For example. You're in ophthalmology Company, which sells devices, and you go into a big trade show in Atlanta. So this block post on its reform was writes itself. You couldn't talk about where you're gonna be, what you're gonna be showing the sort of people that you're gonna meet, how people confined you, what stand you'll be at, and then we only there take lots of photos and then right up for the block afterwards. And so I always do this myself when I go to maybe conferences. And so I'll talk about maybe the best talks I've seen on afterwards. I'll tack the speaker, share the block post on social media on make sure that the event organizers see it, too. So think about what events you've got coming up in your calendar. Maybe you're gonna be exhibiting or you'll be at a trade. Show yourself. Or maybe there's something that you're attending. Maybe you work in sports leisure and you've got tickets to a really big sporting event. There could be something that you could block about there. So again, just pause the video for a second to think about what events you've got coming up on. See if you can scribble down a few notes about posts that you could write next. We're going to think about a seasonal angle again, like events. This is This is a relatively easy one to kind of crowbar in a block post about, so there's always a seasonal angle that you could you could have. So maybe you're a recruitment company and you might want to share your advice on how to do well in an interview or explain to graduates how to write good covering letter. Or maybe if you're in food or retail, then there's always something that you can talk about to do with Halloween, Christmas, Valentine's Day and you don't have to be too cliche about you know, you could be quite clever with the topics. And don't go for something too obvious. Andi, If you're really clever, then you can write it in a way that makes it evergreen content. And by that I mean that you can share it year after year. So try not to include too much about this year, and things specifically happening right now to see if you can write a post. It's about, say, yet Valentine's Day or Christmas, but which you can also share on your social networks the following year as well. So press pause and then think about different seasonal things that happen every year and think about how you could write something few block. So I thought a little bit about a seasonal content that happens every year on Let's hone in on something really topical now, so think about what's going on in the general news cycle in the world around you. So it's things like, Is there a World Cup coming up or the Olympics? Seven. It doesn't happen all the time, but there's masses of interest around it every so often or the new cycle. So maybe there's a big election coming up all these kind of things that they always offer opportunities to write something for your blood. There's always an angle that you can take. So, for example, with something like the Olympics, something about branding for marketing and PR agency, or if you're in health and fitness, then you can write about people's training regimes, that kind of thing, how to get results. There's always an angle that you can take on something. It's topical on. The good thing about topical content is that there's lots of interest in it, so people are doing searches on Google. You know that they're gonna be interested in this kind of content. So ports again for a moment on, think about something that's topical right now that you could write about on your block. Now let's think about handy guides and and how to block posts. These always gonna be really useful, really valuable to your readers. Anything that explains how to do things demystifies the process is really good when you thinking about your block. So say you run a wedding planning company. So to write something about how to write great best man speech would always just be really , really useful. Or how to overcome nerves on the big day. Or if you burn a software company, how to integrate your product with maybe your accountancy software over the products on. And the beauty about this kind of content is that it works really well on Google. So people are already writing in search queries to say, How could I integrate this with my accountancy software? They're already asking these questions. So think about things that you're doing in your business on how you can write helpful, handy guides and how to posts about them, which will be useful to your readers. Let's think about your industry now. What's going on in your sector? There could be lots of things that you could be writing about where you really share your insights, your perspective on show, a little bit of thought leadership, so it could be something like, Maybe if you work in tech talking about artificial intelligence or the rise of machines and automation in the industry and what this what this means for the way that we work now days or it could be something like fuel duties gone up. What will that mean for other businesses or new medical treatment has come out. What's the impact gonna be? What side effects could people have? How should they take it? There's not room on your blawg for you to share your own expertise, to show a few insights and talk about what the impact is going to really be on people. So think about that for a moment. Just pulls a video. Think about what's going on in your sector on how you can write about it and shares some of your own insider insights and knowledge. Now let's think about guest posts. So this is where you invite somebody else to write a post for your block on. The great thing about these is that it really takes the pressure off. So let's say you're aiming to write one post a month for a whole year on, so if you can get this to happen twice, and that means you've only got right 10. So there's a bit of work to do in setting it up and making sure that the quality of their posts is good as well. But it's really nice. It really adds a different element to your block on beauty. Off isas well is, if this other person has got quite a large social media following, then they're gonna share it with their audience. And that means that you might pick up a few more readers, your blawg as well. So we quite often do a swap where maybe will write about copyrighting for a PR agency or a Web design agency and then no write something for us about yeah, handling PR in a crisis or usability on websites, that kind of thing. So we do a little swap on. We promote each other's work. So pause for a sec. Andi, think about who could ask to write a block post for your block on Ben Press play again when you've scribbled us my dears case studies. So there's a technique we use called Show, not tell. So instead of saying we're passionate about this and where we're experts and listen, we're finding a solution to that. We talked people through an actual project that we've done, which illustrates this in more detail. So, for example, if you're maybe you produce educational software, you do approach a case study on your website on your blawg, which talks people through a project where you introduce this software Inter school in Birmingham on the outcome Waas that their pass rate increased by 76% or something amazing like that. And the nice thing with case studies is that the structure kind of writes itself. So you want to set out what the actual challenge Waas, you want to talk through how you went about it and then the outcome at the end, which was hopefully big success. Eso Let's think about what project we've had happening recently on scribbled out, my dear. So how you can turn things into posts? Great. So now we've gone through our 10 angles and prompts for posts. I hope you did really well and you've got at least 10 ideas. And so next we're gonna have a little look at how this could work. In practice on, we're gonna take an accountant's firm as an example and think through the sort of topics that they could come up with for posts over the course of a year. So let's say this firm of accountants want to write a block place at least once a month on . They've already mapped out their audience. Their objectives and their goals reach post. So let's have a look at how it's all coming together so their overall goal might be to attract new clients. Keep hold of existing ones, which is always a good thing to do on support them is, their businesses grow and they'll want to educate people about their services, convince clients to use them, not the competition. Inspire people to see the benefits of getting on top of their accounts on entertain in some way by which I mean showing a bit of a human side to the business. And they might have different audiences. So new clients exists existing clients or new recruits that they're trying to attract to join the company. They also want to raise a bit of awareness in the local business community on maybe be picked up by the local press. So when they're laughing out there 12 months plan. It could look a little bit like this so they might have a bit of seasonal content in there , like getting beating the self assessment deadline, which is always a bit of a worry for some businesses. They might have topical things, so there's a big celebrity divorce, and they're using that as an angle to write something for their block. They might go behind the scenes and Chapter one of their senior management team on one of their Prentice's on. They might do something very Google friendly, so they're comparing different types of accountancy software. So to recap, we've looked at lots and lots of different ways to come up with ideas for your block posts on, hopefully have written down lots of ideas, and you've got ideas starting to formulate. So be really great. If you took another moment, just a flesh them out a little bit more. Ondas. Well, think about when you might write them when you might publish them on who else might want to contribute? Other people in the team might want Teoh right them as well, so I'd love to hear more about you, how you get on. So do join. The Facebook group is well on. Let us know to sort of ideas that you're coming up with 6. Make your blog structurally sound: in this module. We're gonna look at making your block post structurally sound. So you need to think of yourself like an architect. Imagine you're building a house if you provide good foundations, and a solid structure is going to lead to much happier homeowners. And so we're going to look at the different component parts that make up your block posts. So, first of all, you need to think about the open opening lines. So you want to leap straight in there? Your block post is not some kind of crime novel where people are gonna read through every word diligently and wait until they get to the end to find out what the plot twist is. They need to know right at the beginning. What it is that's so interesting about this that's gonna hold their attention. So a lot of people make mistakes. They start off by saying, Oh, I expect you've all been waiting to find out what happened on part two of my adventures. So take a seat, sit back, grab yourself a cup of tea and enjoy. But unfortunately, by this time, most people have clicked away and they're not interested. They're not gonna hang around to find out what happened apart, too. Whereas if you have your opening lines that say something like 48 hours five apprentice engineers, one brief to build a robot that can pour a glass of water without spilling any on, maybe put that in bold as well. That's right at the top of the block post. Then straight away. People can see. Well, this is interesting. This is what it's about. There's gonna be a bit of a challenge. That's gonna be a bit of attention here in this post. Sounds really interesting. So think about your opening lines and how you could pull something out from the rest of the post on. Put that Roy to the beginning. That's gonna be interested people. Now let's think about the image. You've got such an opportunity here to really grab people's attention. There's a stat that I always see floating around that says that we process images 60,000 times as quickly as Text Onda. Compelling images really gotta draw people into your post. What you want to try and do is make sure it complements everything else so it works with the title on. It's gonna help people tell it plants what your post is about. And then you've got your lead in paragraph. This is where you're going to flesh out the introduction a little bit more flesh out those opening lines on Give people a little bit more background, a little bit more information, so they know to read on. And then you've got your main point. So this is the point where you're really getting going. So you want to lay out your main points clearly, perhaps by this point, using some bullet points, some subheadings to try and break things up a bit. Keep it, Pacey. You don't want to present people with really long, dense paragraphs of text. And then when you get to the conclusion, you're gonna give people some final points to consider. So you think about the one thing they should take away from the Post. You find that people tend to read the introduction than they skip to the conclusion and then to go back to read the bits in the middle. So it's not very logical, but this is how we read on the web. And so your conclusion is a really important part of the post and then you want to finish with a call to action. So there's a thing called the recency effect where we remember the thing that we heard or that we saw last. And in what content terms, there's evidence to show that people do spend a lot of time at the bottom of a post. They might even scan through the content, got to the bottom and there, unconsciously looking to be stared summer wells. So you say you were in a block post about time management for small businesses. This is where you can say something like feeling overloaded without men. Chapter us about using a virtual assistant to take the pressure off. You can also tell people to download a brochure during a mailing list reader blawg or something like. If you got this built into your block design, then you can have the option to comment so you can suggest that people share their thoughts to, or another good tip is to have social share buttons. So this is where people could also share on Facebook or linked in or email it to a friend, that kind of thing. So it's always a good idea to include these in your block design. So lastly, in this module where we're talking about making a block post structurally sound, we're going to look at the Except on this is the water to line description, a summary of what your Block post is about. And you might also see it described as a meta description. So the reason this is so important is because this is content which is pulled through elsewhere so it doesn't actually show up in the block post itself like the conclusion in the opening lines. But when people share it on Facebook or linked in, or if it shows up in a Google search, then this is what's going to show up. So it's really important to spend a bit of time on your except making sure that what goes into it is really gonna kind of hook people. It's gonna really men be of interest. So would you show you a few examples here on screen? So, as you can see there really compelling and they really kind of draw people in on, we're just going to show you around the back end of our own bloggers. Well, on as you can see, the excerpt. It's not always the same as the opening paragraph, but you might find at the opening paragraph the opening lines are so strong that actually you can use it for the except as well. And when you're using, say, WordPress or similar blogging platform, there'll be a little field to fill in for the excerpt as well. And then that makes it nice and easy for you. So it's all part of those all of those approaches to making a vlog structurally sound, so that when people come across it on the Internet then and everything's in right place, everything is looking good on my final tip on this is to write the except last. So don't worry about getting the opening lines, the title, all of that ready. At the very beginning. You want to write your post and then do those kind of really finishing touches at the end when you know what The Post is going to be about. Okay, so we're gonna have a little quiz, a few questions just to save. This is a little sunk in, and then we'll move on to the next month 7. Making your post easy to read: So in module five, we looked at how we can make your block post structurally sound on. Now we're gonna look at making more readable. So why do we want to make our block posts readable? Well, what it does, it helps people understand the information on that helps them retain it, us well. And if they feel that they can read and understand the information, then it makes it much more likely to share it on DSO if they share it. That helps us meet all our objectives, all our goals with the block, which is things like driving more traffic to the website. And so what you need to do you need to remember that people are coming to your website into your blawg and a lot of them don't really know anything about you. So it would be great an ideal world if they come to the home page and they dutifully move around in a very logical order. Practical to the home page, they visit your services page, they go to the block. They read all the posts in order, but it doesn't work like that. So quite often people would have done a search in Google or another search engine, and then they've arrived at your block and they don't know anything about you. So what your job is is toe orient them a bit. So make them feel that they know where they are and that they can tell at a glance what the content is gonna be about. So it's just things things that we've discussed, like a really clear and compelling title. A good summary at the top of your block posts, maybe in bold. Just so it stands out a little bit more a really strong image, that kind of ties everything together and some keywords that they'll see it a glance and they'll be able to know, right? Okay, I'm in the right place. So how can we make her contact more easy to read? Well, have been lots of studies carried out that showed that we only really read about 30% of what we see when we're reading content on the Web, which is a little bit depressing, isn't it? So you need to remember that you're writing for quite an impatient audience the way that we read on the web. We scan around. So we're looking for different keywords to jump out of us. We're looking for subheadings were really darting about from place to place until we finally settle on something that interests us. So we're not diligently reading line by line where Bo by word, we're kind of reading about 30% of what we see in front of us. So what you need to do is really try and break up the content. Try and break up what you're writing so that you're adding a little bit more kind of white space. And so you can do this in a few. What few ways you can include more subheadings. You can include more bullet points, particularly if you have a really long, willfully paragraph where you're making a big, old kind of stream of points. Then it's much better to have just a simple lead in line and then so clear bullet points underneath on its incredible harmony kind of redundant words. How much waffle this is gonna take out. You can also break it up a bit by using mawr images, which is a really good good trip to use. You know, you've got your strong image at the top, but then you can include a few images, maybe a video all the way through. On the other thing I like to do when I'm writing content for the Web is maybe having a line break after each sentence or every maybe every two sentences. Whatever feels right, you know, you really need to avoid presenting people with big, long, kind of dense paragraphs of text because it's very difficult to read on the screen. So this is a question we get a lot. How long should my block post be on? The answer, unfortunately, is well, it depends story. So a good a good length of thoughts off is five or 600 words, and this is going to give something for search engines to latch onto. You know there's something there. There's a bit of substance. However, if you really want your block posts to take off, then you're looking at, say, 1200 words plus, so they've got a bit of death to them. There's a bit more value there, so why is this? So there's a couple of reasons so one is that you're naturally going to be weaving in more keywords and phrases along the way that they're gonna match what people are putting into search engines. So let's say that your hairdresser and you're writing a blawg about trends for short hair on DSO along the way, you're going to be naturally using these other keywords, like brunette Bob or styles for older women. All of these things people might be putting into Google. Andi, you won't be doing it in a kind of artificial sort of stuffing keywords kind of way. It should feel quite natural. And then the other reason is that you keeping people on the page a bit longer if there's more content there than there's more for them to read. Andi, I must say, though, that you don't want to be kind of artificially padding out and thinking, Well, this topic suddenly really 500 word topic. But I need to get to this sort of 1200 point. You know, you don't necessarily want to make it or willfully and really, really, because then people would read it either. So think about mixing up the format a little bit. Is there another section that you can put in like a testimonial from someone or a quote or some key takeaways or any other sort of way of putting it out a little bit. So I really like what? The minimalist baker there, a food blawg. I really like what they do with their posts. So they start out with a really beautiful, strong image of the recipe, the dish that they're making and then they won't have a little summary to talk about how lovely and delicious it is. And then maybe they'll have another picture and then now include something about what this dish would go with. You know what else you might serve up for dinner if you cook this and then I'll have another picture and then have some core ingredients and then another lovely picture and then maybe the method, how to cook it. And so what this is doing? It's keeping you on the page, but in a way that feels it still feels like it's quality content. You know, you're not being forced to stay there, but what you're doing is staying longer on the page on this is assigned to Google that there's some quality content on there because you're not clicking once and then going going away straightaway. So let me give you some tips about increasing the length but without reducing the quality of your posts. So, firstly, and it always goes back to this, it's about planning. So you might want to sketch out what's gonna be in the post first of all, and then just think other any of the other elements that you could be weaving in any other topics that you could be covering on. Secondly, thinking about your reader again always really, really important. Just go back for a second and think about the challenges that they might have. Are you really answering all the questions that they've got? There could be a way of dis adding in another little section in the post. And then, of course, what other things could you draw in? Could you add in some more pictures, maybe a little mini case study, a few kind of quick tips? Or if I accuse always seeing things? Cannon kind of took the length of the post, but without people feeling that you're just putting it out or just making a bit more fully for the sake of it. So in summary in this section, we've looked at the importance off making your posts more readable on. It's all about orienting your reader. It's all about adding in content that makes it a bit more interesting that will keep them on the page a bit longer and also breaking it up with line breaks up headings, bullet points, all these things to give more white space around these wonderful words that your writing and to make it more readable, satisfying experience. 8. Craft an attention-grabbing title: in this section, we're going to talk about power of a good title. So why they're so important on gonna share some tips with you on writing them well. And you really can't underestimate the power of a good title with your blood content it often it makes the difference between someone reading it or just scrolling past. And so there's two reasons. Two main reasons why they're so important. Firstly, it's for your reader, so it's gonna tell your reader what to expect. So if you think about it, you've spent all this time you've put all this planning and energy on possibly emotion into writing your post, and you know, it's a brilliant piece of work. It's witty, it's full of detail. It's really interesting. But from the other perspective, all the readers got to go on is the title they might have seen it shared on social media. They might see it on a block index page on. The thing is, if the title is a very good, then they're just gonna scroll past. And then titles are also very good for Google under the search engines. So if you include lots of nice key words and phrases that sort of phrases that people are going to be searching for. Then chances are that Google is gonna push them your way as well. So the more time you can spend on a title, the better. So I'm gonna share some tics with you now to help you right? Really, really strong titles. So the first thing I would suggest when it comes to writing a strong title is to be specific, not abstract. So what you actually mean by this? It's all about using actual keywords, specifics that people will see and then nothing. All I'm interested in that rather than more abstract terms and to demonstrate what I mean. I've got a couple of examples from Google's own block because they seem to write their titles in different ways. So we've got one block here called Helping People in a Crisis, and this is what I would call quite an abstract title. It's not really anchored in any specifics, so if you take it away from the rest of the post, you don't know what the topic is, who it focuses on or what sort of benefit you'll get if you read it. So it's helping people. You don't really know which people crisis well, it could be all sorts of natural disasters. For all we know, it's not really giving you anything any of those keywords which tell me what it's about. Whereas this one is much stronger, so experienced Tunisia's rich culture with street view imagery So there, straight away, you know, it's about Tunisia. You know, it's about culture. Rather than, say, the political situation, you know, there's a check angle and you know there's gonna be lots of pictures. Now we're gonna pause for second. And what I'd like you to do is look at your own block or maybe one that you read regularly on. Just look at the posts, titles themselves and imagine you don't know any of the other content around it, so you can't see the picture. You can't see the text or anything else. You've only got the text to go on. Now, have a look at these of fresh eyes. Do you feel that? You know what The Post is about on def Not How would you tweet that title to make it a little bit more specific? The second thing to think about when you coming up with strong titles, few block posts is to be bossy on Don't be afraid of being bossy, telling people what to do. They actually respond very well to this when it comes to Web content. So we're talking about really direct verbs like Build, create, make So discovered download, watch share. Read all of these very, very direct verbs on. We've got a couple of examples coming up on screen now, like this one for the From the Tate, for example. On if you look at this, it tells the reader it gives them an action to follow. Or this one from Ross We pie again. It's very direct the way it talks to you. It's not passive on. One Good way of doing this is to take off the in at the end of the word. So if you think about that other example from Google helping people in a crisis as soon as you take away that, then then it becomes a bit more direct, a bit more clear. Where, say, for example, that title was help people in a crisis. It would make you feel that there is some kind of action you could take or it might be sharing some useful advice, for example. So yeah, don't be afraid to be quite bossy and direct and use very direct, clear language in your titles. Now, if you're struggling with your titles, one thing I always like to do is throw a w word in there. And so what? I mean by W word is something like a how which when, Why, what? All of these kind of words which are very often used by journalists when they put in together the opening paragraph for their story on what it does. It kind of acts like a sign post. Really? It tells you this post is gonna have something quite concrete in it is going to be full of interesting information on you've got some examples here, if you to look at show what I mean. So why a toaster is a design classic, So that use of the word why it really tells you that Oh, actually, there's gonna be a bit of background, a bit of depth. This is gonna be quite an interesting kind of post what I learned about politeness in a Korean flower shop. So this because of the word what? It kind of gives you this idea. There's gonna be a bit of a story here. I love the way they've pulled out these specifics. So politeness, Korean flower shop from the title alone. This is really building up a picture on you. Just get the feeling that there's gonna be an interesting story going on here and then how to get a better light sleep, which, of course, is something that everybody's interested in. And again, this use of the word how it tells you. All right, there's gonna be some information here, which is going to tell me how to do this thing. Eso using these kind of how when? Why, what? Which kind of words are really useful technique in your titles of making them a little bit clearer, given them a bit more focus. So let's get handy with punctuation on another wave, really kind of firming up your titles and making them feel a bit less. Woolley is to use a bit more punctuation. So maybe a statement followed by a colon, followed by something that kind of some of that first statement or turning into a question or putting brackets around something that could make it feel a little bit more kind of cheeky and conversational in a way. And again, I've got some examples for you here on screen. This 1st 1 gives the use is quite classic technique of the using a colon to break things up . The one thing I also like doing is breaking things up with a question mark in the middle. So it's like you asking a question and then you're answering it. And this has this kind of nice, singsong kind of rhythm. It makes the time quite attractive. Andi, it can sometimes help you out. If you're struggling, toe, come up with the title for that really great post that you've got. Now, an important thing that you can do with your titles is to front. Load them. So what we mean by that? Front loading is quite a ugly kind of term that we use in in Web content areas to talk about putting the best bits first. And so if you think how we naturally read from left to right, if you put the important keywords at the beginning of your title, then is quite helped him leap out a little bit more when people are scanning through Google search results or scrolling through their phone that kind of thing. And so think about how you might want to move things around a little bit so you can put the keywords first. So if you think about these examples we've got now we're talking about extreme made steak. We're talking about Google analytics. You can see that really easily as he's gold on the screen. And so again, if you're struggling with your title shifting things around so you've got a keyword First can be really, really helpful, and it helps you make things a little bit more concise and specific. Andi. Easy for people to find on the Web. One good thing to do if you're finding that you're titles, they're just not kind of falling into place. Maybe you've written a list of 10 different titles and you'll feel a little bit boring and you're looking at and thinking I'm like, actually, to be honest, I would really click on this myself. Then try and be a little bit. Ever tease about it on? What I mean by this is that instead of just giving you standard flat title, you pull something out of the article itself out for the post itself. That's kind of a bit more for a juicy nugget, if you like. So this could be a quote. Use a quote for a title instead, or you kind of hint at what's happened happens at the end of the post or you pull out something. It's a little bit mawr, emotional or controversial. So I've got a couple of examples here that show you the kind of thing that I mean. So, using adjectives here like stunning of all the time lapse, then even the words stunning itself, It kind of tells you, Well, something in this post is gonna be very visually beautiful. Or as it dies, I die also your Microsoft paint creations. You got that lovely specific there about marks off paint, which makes people feel slightly nostalgic for this old piece of software. But then that quote that's being pulled out, its really strong as well. It's kind of makes you laugh a little bit, and you feel like you want to click on this to see what the Post is all gonna be about. And then, lastly, when we're thinking about tips were coming up with strong titles. If you're really stuck, throw a number in there. People respond really well when they see a number in a title on. I think it's because it hints that there might be something quite a kind of factual and informative in there as well. But sometimes if say, you've got a list post so you've got 10 ways that you can do X Y is it? Then it also tells people, Actually, this is gonna be quite an easy read. You know, I just wanna be able to scan through this, and it's gonna be broken up into this kind of quite easily digestible format on and the last thing to suggest. I never do go for 10 things. I always pick a nice kind of old number. Say, if you pick 27 things that do whatever or 13 it always sounds a little bit more interesting and a bit more authentic than just doing 10. 10 is too easy. Don't go for the easy option. So in summary, when you're crafting that wonderful title, you want to be specific abstract. You want to be bossy, so try and use lots of direct language you can try using more double W words. You can use more punctuation. You can try front loading it, so that means you put some more keywords at the beginning on you can tease the content a little bit, you know, hinted something wonderful. Let's YSL. They're lying there and opposed to people read on. And you can also put a number in the post. So it's, um, practical tips for you. The first thing is that I always say to people with your titles for your block posts is work backwards. So don't don't stress yourself out trying to come up with that perfect title before you start writing. Often the title does kind of writes itself. So you spent all that time right in the block post. And then when you get to the end, you kind of know you think Oh, yeah, that's the thing I'm gonna pull out. That's the most interesting element are not gonna place that under title. The other thing I say is that you should just write lows and lows of titles, so don't delete the missy Go right. One right to try different variations. Put the key words at the beginning try it with code on turn into question. That's another good way of approaching it. So just really experiment and keep writing that list. So sometimes you find written 15 and he realized that there's just one thing you've done there, and if you put that into your first idea, it would all just come together. And then the last thing when coming up with a great title, it's about giving it room to breathe. So sometimes I'm looking at it thinking, Oh, it's good, but it's just not right on. I go make a cup of tea something. I probably do too much all day and then I come back and I realize yet know that it is this one. It's this last one I've written that pulls it together completely or might sleep on it or on light, show it to other people in the room, anything where you just have that little bit of distance. And then when you look at it again with fresh eyes, you think yet that's the one that's gonna work 9. Preparing to publish: in this module. We're gonna look at publishing your posts. So you've done all this work now? So you've come up with a plan on you've come up with ideas. You started to really bring it all together. So now it's time to actually publish the content. Let's think about some of the tools that you've got at your disposal. So for a lot of people really like an Excel spreadsheet to get all their ideas together, So a bit like the one that we've that we've got with this course, you can just have simple columns where you got the title of the Post. You've got a date for when you might publish. And maybe you want to write down who's gonna be writing the posts as well? Some people, particularly off if you're in an organization where you've got lots of people, maybe lots of different branches, different people around the world. It's really great to do this on a shared Google spreadsheet. And then it's easy for other people to contribute on when it comes to writing your first draft. Having a shared Google doc is quite handy as well, because then you can write the post other people can have their feedback and comments on you're not in a situation where you've got one document which he didn't send out there. Someone sends it back, and then the wrong version gets uploaded, and it all becomes a bit of a mess. Some people will say, like Trillo, which is a project management tool on this that works in the form of cards so you could have one car per post on. Then in you scribble down all your ideas and the date for when you're gonna publish it. Andan Other thing that you might also want to do is create a block post template. On this again. Could be word or similar kind of word processing program on. You could have the different fields that you know you're going to include in your final post, so this could be title. It could be your opening summary. It's good to have an idea of what the angle is for the post, and this is really good again. If you want to encourage other people to contribute to the block, if you send us out to them and ice template to get them started, then it's more likely that they actually go ahead and write the post because they feel a bit more confident that they're doing it in the right way. And it also saves you time because it means that the content they create is gonna be presented in quite a consistent kind of readable format. Where is no? Everybody is gonna be writing to the same kind of standard as you perhaps shouldn't say that, but I think it's probably true. So they're some of the tools that you can use. And now let's think about some of the platforms where you could publish posts. So there's lots of choices when you're thinking about where and how to publish your post. So something like WordPress is really popular. So is Blogger. You might find that there's a blogger already built into the website that you're you've got built for you anyway, so we use squarespace in our company, for example, and that has static pages. So you've got your about page your services, and you can put whatever content on those you like, but they're fairly fixed, and then the block section is already set up. So it acts. It looks and feels like a block. So when we publish content in there, it'll show on the site the most recent post. First, they'll come with tags and categories, and it will look and feel like a block. And so, what I'm gonna do, I'm gonna walk you through the back end of a WordPress post. So, like I say, there are all different. But actually, what you find is that whichever content management system used to publish your post there no, all have quite similar similar layouts kind of similar things that you're going to need to fill in similar blocks of content. So let's start beginning. First of all, you need to go to add a new post on this will have various different fields where you'll need to fill them up with lots of lovely content. So first of all, you'll have a title or a headline field on. This is the title of your post on what WordPress will do. It'll take words from your your title and then turn him into the URL or the Web address for your post on. You can usually overwrite this as well, so you might find that you want the just to include a feeble keywords in the Web address that goes with your post, which has always had any forgettable. And then you'll have, ah, field way you can fill in the body copy. So this is a black box where you enter all the text with a post and you could add links. You can put links on some of the words you can embed images. You can embed video. You can change the formatting, so you've got subheadings and bullet points. Andi, I must say, as you had content, always keep saving regulators a draft so you don't lose anything. It could be really annoying if you spend ages on a post and you're rejigging it and you read in Lyon breaks and moving stuff around. If you don't find, you know the Internet goes down or something on for some reason, you lose the whole thing very annoying. So when you're adding the content into the this Middlefield, you want to break up the paragraphs. Use simple, everyday language that everyone can understand trying out lots of white space around the words to make it even more easy to read, you know you're moving Teoh publishing content on the Web So you want to do everything you can to make it nice and readable, so you can also add images into the body of the post on Set a featured image, too. So this is what will come up with a thumbnail image on your home page, your index page by which I mean just a smaller size Andi. It will also show up when it's pulled through onto social media sites. So when people share the link, then this is the image that will come up. You also want to fill in the bit. That says, all text and the image description, which is very good for Google. Image searches on the or text as well is really helpful for visually impaired people using screen readers. So what they do that they'll read out the description of the image. So always think about accessibility with your block posts. You know, how can you make it easier for people to read? Um, preview button? Okay, so let's look at the preview button. This is really, really important. Always preview your post before publishing it. Don't just look at it in draft inward. Don't just look at it in the in the draft post itself. Have a look at it, how it's going to appear on screen on this is a really good point to get somebody else to have a look at it, too. They might spot a glaring area that you'd missed yourself or just anything to do with the continuity with the Post. Or they might spot that. Actually, theory just doesn't work. You know, you've been to be you've tried to be quite clever with the image and have something. It's a bit kind of witty and tries to say something else, but actually, sometimes it just doesn't work. So the preview but and it gives you a really good point. You just sort of stop and get a pair of fresh eyes on it. And now the publish publish button, the all important published buttons. So in this area, particular WordPress, this will control the state of your post so you could have it in draft. You can have it pending review, or you can have it published on often in content management systems. You can schedule a post so it doesn't go live until a particular date on. That's quite handy. Say, if you've got some news it's embargoed, or you want to update your block after a particular event now. Categories. So these are the categories that posts are grouped into, so a photographer might have categories such as weddings, poor traits, landscape, that kind of thing. It's worth putting a lot of thought into these categories to make sure that the content you right is going to fit on then similar to categories, but a little bit different is the tax. So this is where you can list the relevant terms that relate to the Post. So this photographer, for example, might tag a post with words like Wedding Norfolk, the name with the venue black and white to another style of photography. And then that means that anybody coming to the site, maybe they're interested in posts to do with that particular wedding venue. They can click on that link, which will be showing up next to the post, and then that will take them toe all your posts, which related to this venue in some way. So this is actually quite handy for the photographer because it shows to someone who's thinking of booking a wedding photography session with him that all, yet they've already. He's already got experience of photography photography in that venue on I think it's really important to be consistent with your tags, so make sure if you've got lots of people updating the blawg, they were all up to speed with the way that you write certain terms. Otherwise, it starts to look like a big old mess, and we don't want that on. Then we've got the excerpts. So this is a summary or brief tees off your post. So this is going to show up all over the place on the blogging section of your website in the index page. Or maybe if someone shares a link on Facebook or linked in, it's also going to show up in Google searches. So it's really important. It could be the thing that makes a difference on someone clicking through to read your post or not. So so try to get into the habit of writing your except when writing the post. Otherwise, WordPress might just take the first couple of dozen words in the post, and you don't have so much control over it. You might also have a plug in light Yost on by plugging. That's an extra element that your design and might build into your WordPress site on you have similar ones for the type of block publishing platforms on. This really helps optimize your post for search engines. It'll help you get all of those nice keywords in and actors a good sense checker if you want your block post to do well or Google and other places. So there's been quite a lot taken with this module, so we're gonna have a quick quiz just to see if it will sinks in. 10. The power of a strong image: We're gonna focus now on something. It's a really important part of you brought posts on. That's the visual element. So we're going to talk a bit more about why image is it so important on how you can use them in your posts? So, first of all, why are they so important? Why are they so effective that there's five reasons as I see it? So the 1st 1 is that we process images. It's said to be about 60,000 times as fast as we do text, so they're really effective and getting your message message across. So say, if you're an events organizer, then if you show a lovely picture with a crowded hall full of people chatting and laughing and eating great food, it really gets that message across that it's really good event to attend or say if you're Web site that reviews luxury hotels. So if you couple attacks that you've got with a beautiful image of that spa hotel and in Seychelles, then the instant people look at your posts and they start dreaming. It inspires a little bit. It tells me a lot about what you're trying to say on the second thing is that it helps people retain the information more effectively. So if you just hear a bit of information on there's no image with it, then three days later you're likely to retain about 10% of that information. Where is when you hear the information? If it's coupled with an image, then people are said to retain it about, say, 65% of that information three days later. Beverages also make your content simply more visually appealing. On one thing that people say to me when they're talking about the challenges of blogging, particularly, they work, say, in the financial sector, the legal sector, anywhere where the content is sometimes a little bit kind of heavyweight on potentially bit dry. Then they find that holds him back. And so one thing that I say, Well, if you include more attractive images in your block posts, then this is gonna bring quite heavyweight content to life, which helps you, Philip it more comfortable about blogging. Andi images will also help explain what you mean. They illustrate the point. So let's say your museum on you've got an exhibition coming up then is quite easy. It's a really good idea to try and take images of some of the pieces that will be in the exhibition on that would just tell people added instant at a glance that this is the kind of thing that they're going to see when they go. So it's gonna be beautiful paintings. It's gonna be embroidery. It might be pottery, all of that kind of thing. It really gets across the kind of visual element that they're going to see when they go to the exhibition. And then last of all images are really good at driving traffic to your website. So sometimes your block post might not rank very highly, but the images in it might do. And so what you want to do as we were talking before about layout and that kind of thing. You want to make sure that you include the text on your images, which is the alternative text and a description as well. So this is kind of thing that might get picked up when people are searching on Google and then, of course, because when you share your block post on Twitter, someone else shares on Facebook is going to draw those images through so their posts will include those beautiful images on this in itself makes it more likely that people are gonna click on the post in the first place and hopefully read the post on. Just lastly, when you tweet the link out that's sharing a block post than even by having an image there is taking up more space on the page. So is pushing everybody else's tweets down, which is really good. So that means that people are more likely to see the link to your post, which again will have this lovely knock on effect that more people will click on it and then come through to your website. So where you gonna get these lovely images from? So the first thing to point out is that you can't just do a Google Image search and then just pick the first image that comes up. Save it, pop it in the block post publish. Off you go. There's various laws surrounding who owns the rights to images, and if you think about it, then if you're photographer Andi, you are your professional. This is your livelihood, and people always using your images without paying for them. Then that's not very good. So you need to be a bit more careful when you're using images in your posts to make sure that you're getting them from the right places. So one thing that you can do on Google you can search for you could do an advanced search on Look for Creative Commons or royalty free. There's various royalty free websites out there, like free images dot com unspool ash, which does beautiful, high resolution images. Really nice. Andi picks obey as well. So have a look around for royalty free images and see what comes up. You might also want to take out a subscription to an image site like I stock shutter stock . Getty that kind of thing and you pay a certain amount every month on this gives you a amount of images. Say, 10 images a month, that you can use royalty free. Or you can buy individual ones for particular projects on a more kind of ad hoc basis. On this, make sure that the images that you're using in your posts you've got the rights to use them , which is really important on wanting to know if you do use free image sites, do try and include a credit Teoh a link back to the person that took it, which is just a really nice thing to do. You know, we should always try and give credit in a Web content on lastly, on really obvious. But you can take more images yourself. So if you you know, we just mentioned an events organizer. If you're going round and you're taking images at the event, then you've got the rights to use. Um, so that's completely fine. Or another thing that you might want to do is in bed tweets or other posts. Instagram posts from other people. Or maybe you run a Pinterest board. Then you can. You can embed actual Pinterest pins or Pinterest boards into your blood content so it doesn't always have to be a static image. You know, you could embed a video, for example, on all these things really help bring your poster life on. They help break it up, which keeps people on the page, makes it more more readable, more usable, so there's lots of ways that you can weave images into your text. Now it's really important to watch the false eyes on your images when you're out and about taking lots of pictures on your smartphone, they're gonna be really good quality because the cameras in phones nowadays is so good on. The only problem here is that if you upload them into your blawg, they're all gonna be a really big file size. So unless you edit them down and reduce the far size, it means your block post with it's a nine or 10 images in it is gonna be huge on this means if someone has got a slow Internet connection, when they go toe open your post, it would be really slow, so they'll click away instantly on that tells Google. There's nothing of value here, so I'm not gonna direct people here very much in the future. So what you want to do is try and edit the image before it goes in the post on Let's several really easy ways that you can do this so the 1st 1 is to install on up on your phone, which allows you 20 images. So something like Pixar is really good. Really simple, straightforward little app. You can crop the image to get rid of some of the stuff around the outside you don't need. You can put a filter on. You can make it black and white, and you can save it as a smaller file size. It's really good to try and get something underneath 100 K for example. And then you know that it's not gonna be so big. You can also get desktop image editing stuff. So things like photo shop, you could. If you don't wanna pay for the full version, which is really expensive, then you can use a more stripped down version something like Photoshopped Elements. Something like that still go see the same features but is a lot less money, to be honest with you. And then no, some really great things out there called Canada on Pablo on these make social media ready images. So we're talking about Facebook cover images, images that are right, the right dimension for Twitter beverages that worked really well in your block. So when you write the post, if you've got an eye on how you're gonna share it, how you gonna promote it, then you can make those images at the same time. And then it's all there ready for you. Really good. Andi lastly, content management systems, things like WordPress, squarespace, all of the's block publishing platforms. They'll allow you to read it the images within the platform itself. So if you accidentally upload something on is massive, then you can quickly you can crop it to, say 400 pixels wide something like that instead of something which is actually absolutely massive. And so that's quite good. If you actually if you got so far is actually uploading the image, then you can still edit it while you're in the platform itself. So what do you actually mean? When we're talking about powerful images or strong images, you know what really makes a good image? The thing is, it is a little bit subjective. So what will have a real impact on me might not have the same impact on you. You know, we do react to them differently, but let me give you a few tips which will help you come up with stronger images for your block. So, firstly, remember that not everybody is looking at your block post on a nice big monitor, just like the one where you're editing. You know, a lot of people there scrolling through their phones and sort of whizzing up and down so your images might actually come out quite small when people are viewing them. So I would say Try and avoid anything that's too cluttered, a bit too busy. You know where. If it's really small, a little thumbnail image, then you won't be able to tell what it is. You know, try and go with something. It's quite bold, and it's gonna have a lot of impact. Onda. Another thing you can do, you can layer some text over the top. So maybe if it's a quite, I don't know, quite a complex post. You might want to put some text over the image, which is the title of the Post. And then this means when it gets shared on social media, it shows even more clearly what the post is about andan. Other thing to remember is that you don't have to be too literal, so you can have a little bit of fun with it. You know you don't have to exactly match the keywords from the title to your image. You don't have to make it exactly the same thing. You can be a bit more creative have a bit of fun, you know, Maybe use an image in a way that's kind of gonna tease the post a little bit more. Give a little bit of intrigue. Andi, you can be creative with cropping as well, so you don't have to show the whole thing. You know, maybe you've seen out and about you've taken a picture of a landscape to go with your particular post. There might be a small detail that you want to hone in on Andi, perhaps that have that in the image at the top and then show the image in more detailed down below further in the post. So you know lots of ways you could be creative with with cropping to on dso one last point on images. And this is somewhere that people sometimes go a little bit wrong. So maybe if you're someone that really likes the writing part and you're putting all your energy into that, then the images consent. I'll be a bit of an afterthought, and so what you do, you think I'll find whatever will describe a stock image? It'll be fine. We'll be great on DSO. Maybe you're writing a block post about leadership or or something about the workplace. What goes on in the workplace? On DSO you get a lovely stock image. It's three people, all in suits and all gathered around a laptop in there, pointing of it. You know, this sort of thing that I mean, this stuff is everywhere, and it looks awful. So try and look at your post with fresh eyes and think, actually, is that image is it a bit too much for cheesy stop image? Is it instead going to detract from the quality of the rest of the content? You know, always try and be a little bit more creative and come up with something a little bit more unique, a bit more individual and a bit more striking. So, last of all, we're going to think a little bit more about where we place the images in the post. So when you're using something like WordPress or Squarespace, it will ask you to set a featured image on DSO. The image that you put here is what will show up on the block index page. So the block page on your website, Andi, it's probably what's gonna be pulled through when someone shares your post on Facebook and Twitter and other platforms and then in a block post itself. What you really want to do is make sure you've got strong image above the fold Onda above the fold. It's It's a term that goes back to the two newspapers. So when you see a part of that day's newspapers, they're all folded over. This is the content that you see a top of the paper, so the most important stuff. So it's really good to get strong image above the fold, and so people will see it before they even scroll down, and you can kind of scatter images around the post. This is really good because it helps break up the content. It helps keep people reading all the way through, or you might want to embed a gallery. This is really nice, so if you've got a lot of pictures to include, you can have a little gallery that spans the width of the post. You could include them is a slide show so that when people click on one, maybe opens up and you can scroll through lots of them. That's really nice to do. Or, as I said earlier, you can embed something in the post embed video content, embedded image. All these things they help. You kind of break up the post and keep it interesting. Keep it going right till the end. But always make sure that one of your strongest images is right at the top. Because this is where you really hooking people. This is where you really grabbing their attention. 11. Get savvy with SEO: So you spent all his time writing your block post, and now you really want to make sure that people can find it. What we're talking about here is S E O, which stands for search engine optimization on It's a bit of a mouthful, which is why people just say CEO on Do you might have heard the phrase before you might be really familiar with it, or it might be completely new to you. So in plain terms, what we're talking about is is writing your content in such a way that it makes it more likely to be found on the Web so people might put a search into Google And it's something related to what you're writing about on. Google will direct people there on other search engines as well. Google is so dominant in the market that we kind of talked about Google most. But of course, there are other search engines, like being and others as well, And so Seo is really, really crucial to some businesses. So let's say you are photographer. You an electrician's, your plumber people, people who do these kind of jobs, they know that they make a lot of business. They get a lot of new customers via search engines. Someone will just simply put in Suffolk Photographer. And then they're drawn to lots of websites and lots of logs run by photographers in Suffolk . So it's really good a good way for them to draw in potential new customers, new clients. And so once they have arrived at the block post, there just kind of a hop skip and a jump away from the contact page on. Hopefully, they'll give you a call. So there's other types of lockers. Well, maybe you might be a beauty blogger or travel blogger. Someone who wants to militarise you block, and you want to make this your livelihood in itself. And so what you really want to be able to do is show people that you're getting lots of lots of Web traffic. So maybe your travel blogger Andi, a hotel resort, wants to fly you out there to review their beautiful hotel. So they're not going to do that unless they can see that you've got lots of traffic to your website. Otherwise day just paying for you to have freebie, and they're not getting very much a return. So let's think a little bit about some of the different techniques you can use to improve the CEO on your block. The thing about Seo, though, is that it's easy to get a little bit to have upon it. So people get in the situation where really there, trying right for the algorithm on, not for humans. So if you go back to the earlier days of the Internet, then what people try to do They may be wrote a load of keywords at the bottom of the post in white text. So against a white background it wouldn't show up. And so they might say that they're a plumber. Andi. They work in Suffolk, Essex, Norfolk, Peterborough, Cambridge, nor these kind of things, trying to kind of cheat the search engines on happily. We've kind of moved on from this now, and it's a little bit more sophisticated. However, what you want to be doing is really writing for humans and not worrying about the algorithm the whole time. Because search engines, they're trying to replicate that human experience as much as possible on what they're looking for is good quality, relevant and fresh content. And I'm gonna break those three things down. So let's look a good quality content first. What is Google and other search engines? What are they actually looking for? So the sort of things you need to think about our page duration unless this means how long people are actually spending. Reading the Post on I hate to say it might be a bit disheartened the first time you look at the data. When you see these posts that you spent all day writing, the average time people spend reading it is something like Woman. At 37 this is quite common, but what you're looking at is making that much longer, you know, So the longer you can keep people on the page to better a bounce rate is also important. So if people come to your block post click away straightaway, they don't visit any other pages on your site. That's not a good sign into Google Page load time, so you want to watch these as well, bit more of a tech issue. But if you've got loads of clever little, which IPs that require lots of Java script load, then this is gonna slow down your load times. If your images a too big then that might cause a few issues as well. So there are a couple of other tech issues to be on top off as well. One thing that's good to get his lots of links into your blawg. So if you can get a link from a high traffic Web site like Wikipedia, BBC, a newspaper website like The Guardian or the Times, this is a really strong sign to Google under the search engines that there's something quality here and that it's good to direct more people your way. And then lastly, and then this is kind of going back to us replicating the human experience. Then, if you can throw in a few links outwards in your block post, then that's a good thing to do to. So it might feel a little bit kind of counterintuitive. And you don't want to link to competitors, of course, but if you include a few links to other relevant interesting content along the way, then this shows that maybe your block it has more of a kind of authentic, genuine feel to it because you're just trying to be helpful as you go. So these are all kind of things that you need to consider when thinking about good quality content. And now we're going to think about relevant content so search engines want you to use them , not competitors. And so if they keep directing you to content that's not relevant to you, then you're going to start using someone else. They're not gonna be so effective on DSO. One of the ways it can direct you to relevant content is through keywords. So a phrase that you put into Google and other search engines is going to drive you to relevant content on the Web. So for you, it's on. It's creating content. You really want to think about weaving the right keywords, the right phrases into your block posts. So it's gonna match up with this sort of queries that people are putting into search engines. So you really want to make sure you get them into the Ural. So that's the address for your blood post. You want to include them in the title. You want to include many intro text on into the body copy as well, so they're kind of peppered all the way through. On also onto the descriptions on the titles that you give your images on related keywords are really important here as well. So let's say someone does a search for Apple eso Google. It won't know whether to die direct someone to content about tech products or about fruit. You know, that could be quite difficult. So whereas if someone puts in Apple recipes, then if your block post is about at polls dessert recipes, autumn dishes, cooking with apples, all of these kind of related phrases, then it shows the search engine that there's something relevant to the search term here. So think about how you can kind of weave in all of these related terms all the way through your post. You know, you don't have to think right? This post has got to be about this one particular keyword. So I'm gonna stuff this block post with it. So it's in every other line that could look quite artificial. So it's obvious that you're writing in this very kind of S e o focused way on. There is evidence to show that sometimes people get penalized for for kind of over stuffing their posts with keywords. So, you know, just try and write in a way that feels natural to you on This is why it's so good to write posts. There are over greater lengthen 500 words you know, up to 1200 words or longer, because it means along the way you will very naturally be writing these related keywords. And what you might want to do is, well, seven, like doing is to write the actual post first, and then I go back. And I think, actually, have I got room can. I just took in a couple more related clear words along the way, and then it means that I'm writing the very kind of natural, authentic way all the way through and then weaving these other bits in afterwards just kind of refines it that little bit further. But it means that I'm not writing in this kind of artificial. It's gotta be a CEO focused kind of way from that from the outset. So it feels like a more quality, genuine piece of work. And lastly, when we're thinking about a sort of content that search engines want to drive people towards, we can think about fresh content on your block, gives you a brilliant opportunity to include more fresh content on your website. So if you think about it, no search engine wants to drive traffic towards websites that a 10 years out of date and your own website, it might be that you got your home page about page, different products and services. Contact us on these pages. Stay pretty unchanged over the years on DSO. If you've got Blawg, then this means that you've got lots of fresh content happening, and so it's a really good idea. It sounds kind of obvious, but once you start blogging, keep up. You know you gotta keep going. So even if it's once a month, it doesn't have to be. Every day doesn't have free once a week, you know, even if it's once a month, it's a sign there's lots of activity there on lots of topical, relevant, fresh up to date information. So what are the tools that you've got at your disposal when it comes to making your block posts? Mawr seo friendly Well, one of the first places that people go to is the Google AdWords keyword planner on this is actually meant for people who are taking out Google ads good, glad words, but its really useful for content creators to because what it does, it offers you a wealth of data on the sort of words that sort of phrases that people are actually searching for. So it's a really good place to start when you want to see if a particular term is more popular in Web searches compared to other ones. So your Google AdWords keyboard keyword planner. It's a bit difficult to get to use at first, but you get a bit more familiar with the overtime. Or you could also try uber suggest, or Mars, who are Seo experts Really great content. They have really shines a light on S E O really useful. They've got their own tools as well. ECM Rush is one I like is well, they have a free version and a paid full version, and there's various other tools out there like that as well. But when we're thinking about research in key words, don't overlook what's right under your nose on this is everyday conversations with your customers. So they might be particular ways they phrase things, particular things that they talk about, which will give you insights into the sort of words you should use on chapter people Reception, for example. You know, find out how people interact with you. Look at your social media feeds and think about the sort of words that people are actually using. So, for example, artificial intelligence, you know, are people saying that in full, are they likely to write that term in full when they're doing a Web search or what they write? A. I you know what the acronyms they're using? What what's the jargon that people are using? So another thing that you can do is look up Wikipedia and think about the related terms around a particular topic or something like Warren, which is a question and answer kind of platform on this might give you ideas. Weblog posts. If you phrase a block post as a question, use the title is the whole question. Then this might match exactly something that someone searching for, which could be really good on Google Auto Complete is helpful on this front as well. So when you start writing in a particular term tickler phrase into Google, it wants to complete it For you on this could be quite revealing because it's gonna show this sort of common phrases a common searches people are putting into that search engine on . One thing that you could also do on your website back end is install a little plug in. So a plug in is an extra feature. An extra widget. Don't get too technical, but an extra feature. Which office? A bit of functionality. So what? Yost, which is a common one, will do a little S CEO plug in. This will kind of prompt you to make your post even more ASIO friendly. But I kind of nudging you and saying, No, you need to add more keywords in here on day. You need to write it in this particular way. So there's lots of different tools out there which are going to make your posts Maurizio Friendly. 12. How do you promote your blog?: Let's have a think now about how we can promote our block. So of course you've done all this hard work, and now you want to make sure that everybody is going to see your posts on, read them and then while they're there on your website, they're going to look around, discover more about your business on discover all the different products and services that you got to offer. So let's have a little think back to the beginning of the course when we were focusing on Are different types of reader. So who are these people that are gonna be coming to your block? So, do you have a very kind of nation focused audience? So maybe you make baby waiting products. Or maybe your company buys and sells classic cars or is it quite broad? So, you know, you might be a gig venue, and you've got people with different tastes in music, different ages from different parts of the country. You know, Just have a think for a second about who these people might be, and then from there, you also want to think about where you're likely to find them. Where do these people hang out. So we have had it before where we've worked with clients who perhaps they sell something. It's very be to be so like medical devices for hospitals, and they want to have a Facebook group. But the thing is, they're selling to people who do procurement in hospitals, and they're not really the face with mindset or equally. If you're maybe food, retail, some sort of lifestyle or fitness related company, then Instagram is gonna be somewhere that your potential customers are gonna be. So really think about who you audiences on where you're likely to find them, you know, doesn't only toe reinvent the wheel and then some. Once you've had that little think about who you trying to reach, then think about the tools at your disposal. So again, let's not kind of start from scratch here. You might have had quite a lot of marketing activity going on for several years, so think about what's already working for you and how you can kind of use those channels even more to promote your block. Let's start by thinking about your social media channels, so maybe being quite active on Twitter for the last few years and you've built it quite a following, or you've got a big Facebook community or lots and lots of linked in connections. So this is the first place you should start when you're thinking about promoting your block posts. All of these people are interested in your business already, so it makes sense to share your posts with them. So you want to do some tweets. You might want to share the image from the block post on Pinterest and instagram with a link to the Post. You'll want to share our Facebook. All of these places where you know that you've already got an existing following kind of makes sense on what you might want to do on Twitter is share a tweet several times. It doesn't have to be in quick, quick succession because this could get a little bit annoying. But think about when people are likely to be around. So say you do a lot of business in the US, but you're based in the UK, So there's no point really tweeting about your new block post at nine o'clock in the morning because over in the USA would have woken up yet, so you might want to schedule your activity so that it's later in the day. Andi, maybe think about doing one posted three in the afternoon, one overnight and then one thing that we like to do is share the post several times, but rewrite them as well because otherwise it gets boring. So we might right the post in one way for Twitter and then another version for a subsequent tweet. And then again for another tweet, perhaps each time putting out something different from the Post that's gonna be of interest . And then we'll write it slightly differently for Facebook. Slightly differently for Instagram, making sure we use various hashtags to go with it as well and really taking care with each platform. Because if people are interested in you and your business, chances are they're following you on Facebook, Twitter, Lincoln If, where else? So if you just fire out exactly the same post all over the place, it looks a bit boring. So that's one thing to remember, Say your recruitment company. Sunday night is quite good to catch people's attention because a lot of the time people air feeling but miserable about going to work on a Monday morning eso Sunday night. It's quite good if you were in that kind of HR recruitment kind of area, and so that's a good example of how our audience is that not always around when we're around. So if you work 9 to 5 Monday to Friday, it doesn't always mean that your social media audience is gonna be there then as well. So they might be interested on looking at Facebook on a Saturday or Sunday, for example, on one thing that you can do is well to increase how many people see your posts is think about who might be quite influential. So maybe you quote somebody in your block post, or you've got little Cuban A with someone or you've been to an event on your writing it up and you mentioned speakers. So when you share the post on social media particular on Twitter, then you contact them in your tweet about post on. So this means that they will see it on. Chances are they'll share it with their huge community as well. So that's gonna be a really effective way of making sure the post gets seen. And then, lastly, if it's a really strong block post, you might want to put a few pennies behind it so that you can promote it on the social media channels as well. So particularly on, say, Facebook. If you've got a block post, which is very helpful and useful and valuable to people, then it's really nice to pay to boost that post. And that means many thousands, possibly more people might see it on. This is a good way of drawing people to your website, which is a little bit more effective and kind of friendly, I suppose, than just an advert that says Click here toe like our page. Then it's just a bit more useful and valuable to people. A really effective way of making sure that people read your block posts is to send them out for email. So maybe you've got a really big email marketing list that you've been building up over several years, Or maybe you're starting from scratch. Either way, when people sign up to your list, then they're kind of giving you the green light. You know, there's they're saying, I'm interested in this company, Andi, I want to hear more from them, so you might want to send out an email that's got Maybe the broad Post is to focus off it. Or maybe you were announcing a new promotion, new products and services. And then you had the block posts as well as a bit of kind of extra flavor, if you like and what you want to do. Overtime is focused on building up this list so you might wanna have pop ups on your website that come up. Maybe when someone's been reading the block post office after two minutes and it says, Hey, why did you subscribe to hear more from us? This kind of thing is really effective in building up that list even more on do. You might want to use a tool like something like Mail Chimp or campaign monitor. Constant contact, one of thes that will help you design really nice, attractive email newsletters that make it even more likely that people click. Let's have a think about a couple of kind of more tech design type things, so the 1st 1 of these is RSS feeds, so that stands for rich sites. Summary all really simple syndication, so you can see why they just call it RSS feeds if it easy to say so. What this means is, once it's set up, every time you publish a new post, it goes out by RSS feeds. And so you. As a general reader, you can use something like Feed Lee to subscribe to lots of lots of different blog's. So that means you don't spend lots of time kind of going down this rabbit hole and looking things up on social media and go into blocks manually. You have all the latest posts. They can kind of come in into one app, like Feed Lee or similar, And so that's really good. It's one of those things. Once it's set up, it's done. You don't have to do anything. Andi Equally social sharing buttons. This means that the reader does a lot of work for you, so their buttons and they'll have lots of icons like Twitter Icon linked in etcetera. On. You might want a place to at the end of the post, all right at the top of the page on what you can encourage people to do. You can say if you like this post, please share share on social media, And so when they click the Twitter icon, for example. It will create this kind of ready made tweet on. Then they just press a button, and then it will go out on their own Twitter feed. So it's a really good way of just encouraging people to share your content on taking away any kind of barrier, you know, making it as easy as possible for them to do that, and then no to things that we always do when we've published a new post on one of these is to add it to our email signatures. So whoever in the team has just written a new post e mails around everybody else and shares the link and says, Right, add that to the bottom of your email signature, and it's very simple to do you decide a little line that says Read and then a link to the Post on. To be honest, it's not gonna be the biggest driver of traffic, but it's one of many elements. It's all going to kind of push people in that direction towards your block post, and then the other thing is, say, if you have a Google business page, then you can also add the latest posts to your business page on The nice thing about Google business pages is that they, Philip, after screamed when people are searching for use and your services, then your Google business page takes up a big chunk of the screen and people will see your block posts sitting there as well. So the big chance that they'll read them. So we've thought about our social media channels, email marketing, RSS feed, social sharing buttons and things like email signatures and Google business pages on Let's Pause for a second, Onda scribbled out some ideas about all the channels that you could use to promote your block. So I'm just gonna run you through how it works for us in practice. So I run a digital marketing agency in Cambridge. Call Suki. Oh, we do a lot of blood content on this is our usual way of doing things, and number one we write The Post are important. Don't actually that bit. And then secondly, we think about how we're going to share it, so we use a scheduling tools like buffer. There's also Hoot suite. There's Tweet deck, anything to kind of automate the process a little bit Mawr and make sure that we can schedule content to go out when we want. So we might have got a new post and we might do several tweets around it. Going out at different times on will write differently for the different channels. We might ask a question. In Wana, we might take a quote from the block post in another. On Instagram, we use particular hash tags on Facebook. We might pose in a particular way, so we know appeals to that kind of Facebook. The audience. Where's unlinked in? We might write it in a slightly more kind of business like professional kind of way, So we'll schedule, so it's got some content around it. So we've got lots of channels, lots of people who would likely to see the post and then, thirdly, will do some email marketing. So maybe this is a monthly email. Andi, we've got several block posts in it. Or maybe it's something going out every week, and it's for one of our e commerce clients where it's actually about a product or an offer , and then we've got some blood posts as well. And then after that, we'll start measuring the activity, and that's what we'll come onto. Immortal 12 13. How do you know if your blog is successful?: Now we've come to the last module in the course on, we've looked at planning our posts. We've looked at writing them on. We've chatted a bit about how to share the farm wide so everybody can read them on. Now let's think about measuring your activity so you can see if you're getting a good return on all this investment in time. So why should you measure all of this activity? So let's say that you are a beauty blogger or food blogger, already kind of lifestyle blogger who might be looking to monetize your block. If you can show that you're getting lots of lovely traffic to your website, then if a big brand comes to you and wants to pay you £250 review their product, then you can say yet great. This this review is gonna be seen by 50,000 people, so it's gonna be worth your time. But then, for businesses more widely, it's really good to be able to measure measure the results so you can see what kind of return you're getting. So the sale stated, for example, that you can see that you're spending 10 hours a month on the block on this is driving this amount of sales in the company, and it's a good way as well of convincing other people to write for the block. Sometimes with a blawg, it could be you writing on your own, and it's a bit of a hard sell, trying to get other people to contribute as well. Whereas if you can say well, actually these posts are really popular, and they're generating lots of social media activity as well, and they're getting lots of praise, that kind of thing. Then it could be a really kind of driving factor in encouraging of the people to write for the bloggers. Well, the great thing about digital marketing is said. It's so flexible. So unlike print advertising, where you have your artwork, you send it after the newspaper, you pay your money, it's fixed, it goes out in a certain print run, and that's the end of that with digital marketing, then you can tweak things as you go, so you've got lots of data at your disposal on. You can decide, right will do more of this. If this is welcome, will do more of this, and then if that isn't working so well, then we'll shelve that orbit. So what do you measuring what The things you actually looking out for The 1st 1 is going to be a website traffic. You know how many people are actually coming to your block? It's always a nice figure to see, and hopefully it's gonna build open up. Over time, you'll be able to see how many pages they visit when they come to the site. So hopefully they'll come. Envoy the block. But they're no visit. Lots of the pages while they're there. That's a really good sign that they're interested in your product on their move around the site on discovering more about your business. Hopefully, when they reach your block, they'll stay in the page for quite a long time. So there'll be plenty there for them to read through. Andi, they're not clicking away straightaway. Andi, if they do click away just after landing on that one page, as we're talking about in the S e o section, this is the bounce rate. So you don't want a high belts rate say something over 70% is getting quite high. You know, if more than 70% of people who come to your blawg click away straight away. Don't go anywhere else. That's not so good. You know, you want to be keeping people there for longer. Andi, The other thing that you could look at when you're thinking about R A Y you return on investment is conversions. So what this means is that you can set some goals in the background, and this could be that when people visit your block post, you want them to click a button that says Book A demo. Eso. You contract the journey and think while people arrive at the website the block page here, and then they can go and do that. Are people doing what you want them to do? And another thing to look out for, which is really useful, is the referral track it traffic. So referral traffic. This is where people have come from. So are you getting lots of visitors from lengthen? Are you getting lots of visitors from Twitter or your email marketing? Perhaps that's being really effective, so once you can see that, once you can, you can see how imported it's being then practice. You might want to do a little bit more email marketing or maybe tweak your newsletters so that they're promoting the posts in a different way on. Let's think about some of the tools that you can use to find out all this lovely data. The daddy of these is Google Analytics, and it's Azizi is adding one line of CO two website, which you can either do yourself if you're quite handy at these things, or just ask your Web developer on from the point that you have this code, then Google Analytics will start measuring on the data for you on what you see is it's really nice dashboard on on the left hand side, you'll see there's four different sections. So you've got audience, which is going to tell you lots of useful things, like where in the world your website visitors come from. It will tell you whether they using a smartphone or death stop, which could be quite handy, and then acquisition where these people come from in terms of email, marketing, social media, all that sort of stuff, and then we've got behavior on. This is really fun bit so you can see what, what what the most popular posts. What do people do when they come to your block? Do they skip around? Visit lots of the pages? How long did they spend reading the posts, All of that kind of thing on. Then we've got conversions. So we've just been talking about that a little bit, So you might want Teoh get people to do a particular thing when they come to your blog's. So maybe book a demo or visit one of the product pages. And then from there you can attach a value to that, and you can think well, each time someone come to the blawg and then goes to a product page, they likely toe make a sale. So make a purchase so you can attach a value to that, say, £3.50 pounds or whatever it is, and then it will help you get a better picture off the value that your blog's is bringing to your business. And then there are also some in built analytics tools in platforms like Squarespace, so other content management systems. So this will give you perhaps kind of not so much data, but it's still an interesting snapshot about what's going on. So the most popular times that people visit your blog's, for example, or the posts that are most popular that everybody wants to read, and this will helps shape the content that you come up with in future. If you know what's popular, then you can write even more of it. And then also, let's not overlook our other channels. So if you think about the different social media tools that you're using, then a lot of these they have in built on an analytics in them to so Facebook Insights, for example, gives you a wealth of data. It shows which posts get the most engagement. It tells you about comments. Which ones get the most likes and shares, And also when you got the most activity on Facebook? So you might think, Well, actually, our Facebook page, it's really busy on a Sunday. So let's share apple posts then. So that could be really, really useful Twitter analytics. So Twitter Analytics is built into Twitter. Azad may well guess, Andi, this will give you lots of useful data as well. So when you share your post, you can see what how many people have actually clicked on it on maybe some of these people clicked on our profile to to find out more about our company, so that could be really useful. Andi, just to start the process with Twitter analytics all you do, you kind of start the protest of advertising with Twitter, and you don't actually have to go ahead and set up in the advertising. But this will start tracking the data for you on Ben. Lastly, something like mail chimp or whichever, whichever told you're using for email marketing. This will have loads of analytics in it, too, and it's all real time. So you send your your email newsletter out and then straight away. The report starts coming in and you can see who's clicking on the links so you can tell a few block content is of interest. And even better than that, you could see who's clicked on which bits. So this again can help you with your sales activity. Because if you see the same people clicking on your content again and again, then that tells you that yet they're very interesting your product on. Maybe you could do some more sales activity with them. Now, one of them, It's really good to do, which will save you must is of time is to use a reporting tool that's gonna bring together all these different sources of data about your block. So if you want to take the really sort of time consuming approach, you could do in a power point and you could take little screen, grabs Facebook Insights and Google Analytics and place it in there and save. It's a pdf and then you send out in its massive long document, send around for everybody with the monthly report on No, it no one ever reads it because it's just too big on looks too bulky and everybody hates PowerPoint. Whereas if you use a tool like Dash this or Ravens or simply measured or seif or bust Sumo , there's lots out there falcons another one. There's new ones popping up the whole time. Then that allows you to feed in a data from all these different places from your different social media channels, your email marketing, Google, Google Analytics into one lovely reporting platform, and from there you can run off a report, which is which is gonna bring everything together, and from there you can add a few comments as well. So you can explain to people well, this posted particularly well this month. So that's right. More like that in this area performed particularly well, too. So that existed the end of our blogging for business calls. I hope you've made lots of notes along the way, and you've got a strong plan formulating full of posts that you're gonna write. I love you to join the Facebook community that we've got for the souk. Yo, school on. Share some of your ideas, some of your successes on Give us a link to your bloggers. Well, so we can all have a read on. Please have a look around a superhero school site on to think about other courses you could try. There's always more to learn.