Yes, you want the search engine to boost you up its rankings, but you also want to engage with your potential customers. Is it possible to achieve both?
Do not abandon common sense and reason.
There's no point just checking Google Analytics for your key search terms, shoving them all down and joining them up with a few verbs and prepositions. You'll sound like an idiot because the words won't flow naturally, and, even if you manage to sound vaguely human, who wants to read an-advert-by-any-other-name?
A blog is prose. It should be written for real people to read, and it should absolutely reflect the calibre and tone of your business.
So what should you blog about?
Lee Odden, author of Optimize: How to Attract and engage more customers by integrating SEO, Social Media and Content Marketing, says, "A blog is only as interesting as the interest shown in others."
Which sums it up perfectly!
Marketing communications should help the reader to solve a problem. Press releases, case studies, promotional leaflets or blogs should all be educational and informative, and share insights which can be of genuine value. What's in it for the reader? Are you writing for their benefit, or for yours. If the answer's the latter, then maybe pick a different subject heading!
What about using humour in blog posts?
A blog should be a reflection of you. If you're not a naturally funny person, and if you wouldn't crack a joke or make a quip during a verbal presentation, then I'd advise against adopting this tone in your written communications.
Remember that what you're aiming for is a clear, consistent message across the board, to help smooth along the important know-like-trust relationship. Not everybody wants to do business with the next Jack Dee or Jo Brand!
A blog isn't just for the blog page of your website.
It's the lead article in your e-newsletter. It's your LinkedIn post (giving you greater visibility than a simple update.) It's your main talking point at a network meeting. It could even turn out to be a press release, submitted to the media, online news sites and press directories.
To learn more, check out Blogging for Virgins - 10 Quick Tips from Writesphere.
Want to enjoy the potential benefits of regular blogging? Please visit the Services page to see how Writesphere could help.