By Jackie Barrie, Copywriter, Trainer & Author at Comms Plus

In my view, websites are on their way down, while blogs are on their way up. There are a few reasons for this:

- Google likes regularly updated content

- By providing added value content, it’s shareable throughout the social media community

- People can comment and interact

What to write?

Apart from e-commerce on sites like Amazon and eBay, people go to the Internet for two reasons:

- Information

- Entertainment

So that’s what you need to provide. Information in the form of hints, tips and advice to demonstrate your expertise, and/or entertainment (in accordance with your brand values).

Your blog can be keyword-rich if you want it to be found on search engines, and – if you allow comments – it offers your friends, fans and followers the opportunity to interact with you. Blogs are best when you include images and video as well as words.

How much?

A blog post only needs to be around 150-300 words. That’s 2.5 paragraphs or a page of A4 in 12-point Arial or Helvetica. Any longer than that and it’s an article. You can still keep to my suggested word count if you split longer pieces with a ‘Read more’ link.

How often?

You should blog ideally 2-3 times a week, if not daily, but once a week is fine. If you can’t post at least once a month, don’t do it.

Jackie Barrie writes without waffle for websites, blogs, newsletters, brochures, leaflets and speeches, in fact, anything to help your company make more money. She is the author of ‘The Little Fish Guide to DIY Marketing’ and ‘The Little Fish Guide to Networking’. Find out more at www.comms-plus.co.uk or 0845 899 0258.

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