At its most basic, blogs can help you develop an on-line presence, prove yourself an expert in an industry, and attract more quality leads to all pages of your site .
If you ‘re contemplating creating a blog for your business, or just want to know what one is, keep recitation .
What is a blog?
first, let ‘s go over a brief history — in 1994, Swarthmore College scholar Justin Hall is credited with the universe of the first gear web log, Links.net. At the clock time, however, it was n’t considered a web log … just a personal home page .
In 1997, Jorn Barger, blogger for Robot Wisdom, coined the term “ weblog ”, which was meant to describe his process for “ logging the vane ” as he surfed the internet. The term “ weblog ” was shortened to “ blog ” in 1999, by programmer Peter Merholz .
In the early stages, a web log was a personal world wide web log or journal in which person could contribution information or their public opinion on a variety of topics. The information was posted invert chronologically, so the most holocene post would appear first .
Nowadays, a web log is a regularly updated web site or web page, and can either be used for personal use or to fulfill a occupation need .
For case, HubSpot blogs about assorted topics concerning market, sales, and servicing because HubSpot sells products related to those three subjects — sol, more than likely, the type of readers HubSpot ‘s web log attracts are going to be similar to HubSpot ‘s core buyer persona .
alternatively, a charwoman named Kiki started a personal change of location blog, called The Blonde Abroad, to document her travel experiences and provide readers with helpful tips and locomotion recommendations. Her web log does n’t serve a larger company, but it does help her produce a personal mark .
If a personal web log is successful adequate, the writer can besides make money off of it via sponsorships or advertisements. Take a look at 5 Strategies to Monetize a Blog to learn more .
What is a blog post?
A web log post is an individual web page on your web site that dives into a detail sub-topic of your web log .
For case, let ‘s say you start a fashion web log on your retail web site. One blog post might be titled, “ The Best fall Shoes for 2019 ”. The post ties rear to your overall blog topic as a whole ( manner ), but it besides addresses a very particular sub-topic ( fall shoes ) .
Blog posts allow you to rank on search engines for a assortment of keywords. In the above case, your web log post could enable your clientele to rank on Google for “ descend shoes ”. When person searches for fall shoes and comes across your blog mail, they have access to the rest of your company ‘s web site. They might click “ Products ” after they read your mail, and take a spirit at the clothe items your company sells .
A web log post links back to your overall blog locate. For exemplify, right now, you ‘re on blog.hubspot.com/marketing/what-is-a-blog. The “ what-is-a-blog ” incision of the URL is tied back to /marketing/, which is the web log as a whole .
Blog vs. Website
A blog is typically a section of your business ‘s web site — but, unlike the rest of your web site, you need to update the blog section frequently by adding new posts. additionally, your web log is a tool that allows you to engage more with an audience, either by analyzing how many readers share your web log posts on social, or by allowing readers to comment on your individual posts. In this way, a web log is more like a bipartite conversation than the perch of your web site. however, a blog can besides be an stallion web site, and much is, if the web log is for personal use alone — for exemplify, a travel web log .
What is a lifestyle blog?
A life style web log is a digital compilation of an generator ‘s personal interests, daily activities, or opinions on a capable. A life style web log typically covers multiple hobbies or talents of the writer, rather than focusing on one subject entirely. For case, a life style web log might include a department for fashion, health and health, travel, and relationships. A life style blog is often highly personalized, so it can frequently feel like you ‘re reading a friend ‘s curated daybook entries .
There are batch of benefits to blogging — it helps drive traffic to your web site, it enables you to better convert that traffic into leads, it allows your business to establish authority in an industry, and it continues to help your business grow and attract new customers months and even years after publication .
To learn more about the benefits of blogging, check out Why Blog ? The Benefits of Blogging for Business and Marketing .
What is the difference between a wiki and a blog?
A wiki is a collaborative quad where anyone who visits the site can edit, plowshare, or publish content — Wikipedia is one of the most popular examples of this. On the other hand, there is typically only one person, or a team of people, with admin permissions to edit, share, or publish to a blog. web site visitors who come across the web log can potentially leave comments at the bottom of the blog mail, but they can not publish to the web site or edit the post fabric .
What is a blog used for?
- To help your company rank on search engines.
- To share information about a given topic and become an expert in an industry.
- To attract visitors to your site, and turn those visitors into leads.
- To cultivate an online community and engage with an audience.
1. To help your company rank on search engines.
typically, a commercial enterprise will use a web log to help the business ‘s web site absolute on search engines. You can absolutely employ SEO tactics, or practice paid ads, to help your company home page rank on page one of Google — but a more effective, long-run solution is blogging .
To consider how your party can rank on search engines via a blog, we ‘ll start with an exemplar — let ‘s say you work for a web design start-up with very little on-line presence .
You decide to spend the first base class write and posting regular web log message that strongly relates to web design. Over time, your traffic increases and other companies link to your locate for information regarding network blueprint. When this happens, Google recognizes your ship’s company as a legitimate reservoir for web purpose information. Eventually ( with a set of trial and error ), your blog posts begin ranking on page one of Google for terms like “ web plan ”, “ web site builder ”, and “ e-commerce web site ” .
then, one day, you search “ web design companies in X city ” and find your company is now on page one. This is likely due, in big part, to your coherent blogging efforts .
Take a attend at How HubSpot Uses Blogging to Rank # 1 on Google to learn more about specific strategies you can implement to rank on research engines.
2. To share information about a given topic and become an expert in an industry.
In 2006, Boston-native Matt Kepnes quit his job and began traveling the global. He documented his travels in his now ill-famed blog, NomadicMatt.com .
After about a year, thanks to tireless blogging efforts and SEO strategies that enabled him to rank on Google, he began pulling in $ 60,000. Matt besides created e-books, and used sponsorships and affiliate market to make money. additionally, he wrote a New York Times best-seller, “ How to Travel the World on $ 50 a Day. ”
now, Matt ‘s web log attracts 1.5 million visitors a calendar month and grosses about $ 750,000 a class — and he ‘s become a long-familiar adept in the travel space .
If you want to become known as an technical in a topic that interests you, from fashion to blogging to fitness, you can — and, frequently, it starts with a web log .
3. To attract visitors to your site, and turn those visitors into leads.
There ‘s lone indeed much traffic you can get from the home page or About Us page of your company ‘s web site. Of course, those pages are critical for leads who are already matter to in your products — but they often wo n’t attract traffic from top-of-the-funnel. That ‘s where your web log comes into toy .
Your web log can be a cosmopolitan resource to help your web site visitors even before those visitors are ready to purchase from you. For exemplify, let ‘s say you sell products for e-commerce stores. You might attract some e-commerce owners who are already searching on-line for your products, but in most cases, the e-commerce owner is n’t going to be quick to buy right out of the gate .
alternatively, if you begin blogging about tips to help the retail owner who is good starting out — like “ How to start a retail web site ”, or “ Benefits of e-commerce vs. physical store ” — you ‘ll slowly attract an audience who enjoys your contented and finds it utilitarian. then, when those site visitors ‘ e-commerce stores begin growing ( thanks, in part, to your blog ), they ‘ll already know about your stigmatize and already trust it as a helpful generator. That ‘s when they ‘ll check out your product pages .
4. To cultivate an online community and engage with an audience.
At the very least, you might create a web log to engage with an on-line community of readers with alike interests. possibly you start a food blog and ask readers to share their own recipes with you .
alternatively, possibly you start a blog that focuses on DIY projects. You post the fun, DIY projects you ‘ve completed in your own home, and you ask your readers to plowshare their own DIY tips in exchange .
How To Blog
- Choose your target audience.
- Brainstorm content ideas frequently based on your market segment.
- Research and review a content management system (CMS).
- Create a blog strategy and editorial calendar.
- Pay attention to article structure.
- Become an expert in marketing and promoting your blog.
- Learn about SEO.
- Use a variety of blog post styles.
- Repurpose old content.
- Perform a competitive analysis.
1. Choose your target audience.
When you ‘re starting your own web log, it ‘s significant to think of your prey audience. Who are you creating the web log for ? And who do you want reading your web log posts ? Before you can get started, you have to consider the niche you ‘re writing about and what topics you ‘ll cover and why .
Brainstorming your target hearing is alike to creating a buyer persona for your company. Plus, this will give you an mind on what kind of contented you want to produce .
2. Brainstorm content ideas frequently based on your market segment.
once you ‘ve started a blog, you ‘ll want to churn out high-quality, consistent content on a regular basis. This is n’t always easy. Creating contented is a time-consuming task. You want to ensure your content is something your readers would be concerned in and hopefully can help with your SEO — more on that in a moment .
To begin brainstorming content, consider what your competitors are doing. Look for gaps in their message that you can fulfill. additionally, you should besides do SEO research to verify that users are searching for and interested in the subject you want to write about. Tools like SEMrush, Google Keyword Planner, and Answer The Public can help .
You ‘ll want to brainstorm content frequently so you always have ideas that you can execute .
3. Research and review a content management system (CMS).
In order to host your blog, you ‘ll most likely use a CMS. A CMS is a tool you can use to design, wangle, and publish on your web site .
once you ‘ve decided to start a blog, figure out if your current CMS has all the capabilities of hosting a web log. If not, you ‘ll want to review CMS options that might integrate with your site or look for an wholly new CMS to migrate your web site on. There are several options in the CMS global, including HubSpot. ( You can try out our CMS here. )
4. Create a blog strategy and editorial calendar.
precisely like creating a business, you ca n’t create a web log without a scheme in heed. Your scheme should answer questions like :
- Who are you targeting?
- What type of content will you produce?
- When will you post?
- Where will you promote your content?
overall, you should have a mission, imagination, and goals for your blog .
then, create an editorial calendar to keep you organized and on track. A calendar will help you track what posts are coming up, ensure writers are meeting deadlines, and promise you have adequate contented ideas for the foreseeable future .
5. Pay attention to article structure.
When you ‘re writing your blog posts, it ‘s significant to consider the article structure. For exemplify, are you using subheads to break up the stake so it ‘s easy to digest ? Are you using bullet points and images that make the post easy to scan ? These are significant factors that will help keep your reader on the page .
additionally, you ‘ll want to make sure that you ‘re using calls-to-action ( CTAs ), that will guide the subscriber on what you want them to do next. This is how you can start making money and generating leads from your web log .
6. Become an expert in marketing and promoting your blog.
Another element of blogging is marketing and promoting your web log posts. It ‘s like the age-old proverb — “ When a tree falls in the woods and there is no one there to hear it, does it make a sound ? ”
consequently, if you write a web log post but cipher reads it, will it have a positive impingement on your company or sword ? probably not. That ‘s why you ‘ll have to market your posts. You can use social media, SEO, your web site, or your e-mail newsletter to reach current and electric potential customers .
7. Learn about SEO.
Like I mentioned above, you want people to read your blog posts. One way to do that is to get organic traffic through SEO. If you want your blog to be successful, learn how to research keywords, how to rank in search engines, and how to build an SEO scheme .
8. Use a variety of blog post styles.
Your blog posts should be interesting to everyone who reads them, and specially for customers who read every single post. For those that are active followers and ambassadors of your web log, you should use a assortment of blog post styles so your blog does n’t get stale. Consider using how-to posts, list-based posts, or think leadership .
9. Repurpose old content.
Producing web log content systematically can be hard. But you do n’t have to reinvent the wheel every clock time you write a web log post. You can update old blog posts to keep them accurate and comprehensive. additionally, you can use other content of yours, possibly a YouTube television or a podcast, and repurpose the contentedness into a web log post .
10. Perform a competitive analysis.
To understand your consultation, run a competitive analysis on your acme web log competitors. This will help you identify trends, uncover gaps in the content in your industry, and give you ideas on topics and ways to promote your web log .
Running a competitive psychoanalysis will help you build and iterate on your own web log strategy .
With a blog, the sky ‘s the limit — and therefore are the benefits for your business. If you ‘re formally ready to get started with your own web log, take a look at How to Create a successful Blog Strategy : A Step-by-Step Guide .
alternatively, if you ‘re starting at the begin and anxious about your first mail, read How to Write a Blog Post : A Step-by-Step Guide [ + Free Blog Post Templates ] .
Editor ‘s note : This post was in the first place published in February 2019 and has been updated for breadth.