"Write like you mean it"...How to make a 'Killer' blog for your client

Being new to the marketing world, I’ve got a lot to learn from PPC, CTR, SEO, and ROI to Hootsuite, AdWords and Bidding Strategies. So much technical jargon that meant little to me a month ago, but now has me completely hooked. So after shadowing my colleagues and asking a million different questions, I’m starting to gather a more comprehensive knowledge of what this online whirlwind is all about. 

What follows is an insight into the art of blogging, what I now know to be a standard technique used to improve search engine optimisation. The pressure of writing appealing and original content is a hard enough feat in itself, but what if you’ve been trusted by a client to write their blogs in what might be a fairly specialised business?

Suddenly you’re expected to be well versed in the area of, say, car parts. And what if the following week you’re working on a blog for a different client that specialises in occasion wear? Pretty swiftly you’re forced to become knowledgeable across a variety of industries.

What follows is a short guide on how to become an ‘expert’ in almost any field:

To be able to write engaging and informative content that might help in boosting your client's SEO, no pressure! All the while knowing their audience are probably specialists too, or at the very least express an interest in that topic and by default probably know more than you. Don’t panic! This guide should be able to get you blogging in no time.

Always remember to write as if you are the company

Completely put yourself in their shoes and never ever forget your audience. Think about what their audience might want to read, and how they want to be addressed, and develop your own voice. Keep yourself professional at all times, and try not to impose your own opinion too much, you want to be interesting, but not pushy. (We’re British after all, so don’t forget your manners!)

Unsurprisingly blogging heavily relies on its content

Quality above quantity is by far the direction you need to head in and stick to. Maybe it would be useful to check what your competition is writing about so you can stay ahead, and stay creative. This might be difficult if you are limited to a strict set of topics, so maybe consider a headline that will captivate from the start, and don’t be afraid to put your own twist on it. Obviously this will depend on your client, ultimately they’re the ones that have the last say.

Research, research, research

This may seem pretty basic, but it can make a massive difference to the originality and reliability of your content. Make sure you’re using trusted sources, or at the very least ensure that your information is supported in multiple locations. And don’t be afraid to ask for reassurance. Before going ahead and publishing your blog online, it’s definitely a good idea to check the content with your client. Not only will they be able to confirm that the information you have provided is correct, but they will hopefully be able to give you feedback on readability, and if they are happy for their company to present itself with the voice you have developed.

The next thing to consider is whether you’re going to be writing for that client again

Hopefully the answer is yes, and so it’s a good idea to make a content calendar. This is one of the best lessons I’ve learnt about blogging for clients. Being organised has got to be the best place to start, and being able to plan your time means you can be productive, and on target. A content calendar is a resource that you can use to not only plan and schedule when to post online, but also think about what content you want to write about. 

So, let’s go back to our previous examples: car parts or occasion wear. Particularly for occasion wear, you will need to consider popular events to which these outfits are applicable. You don’t want to be promoting prom dresses in the midst of winter! Another benefit of a comprehensive content calendar is determining not just when, but on what platform you want to post, and how often. So many things to consider.

Finally - check, double check, and check again

Bad grammar is a fundamental error that’s easily avoided and can make a massive difference to the respectability of your work.  There’s little point in writing great content for it to be considered amateurish simply down to a few grammatical oversights.

So, to summarise:

• Content is key but never forget your audience. 
• Research, research, research
• Always check with your client - it will help you gain their trust. 
• Develop your own style and voice.  This will not only help your blog ‘flow’ better, but it will engage your audience by showing you’re human. 

Good Luck!