In order to help companies fill their sites with effective marketing material, internet marketing firm, fishbat, discusses the steps to creating a successful blog post.

While there’s no doubt that paid advertisements on search engines or on social media can return good results, it’s important for businesses not to neglect the content on their websites. Blog posts that are properly optimized can drive a lot of organic traffic to the company’s website, and are generally cheaper to produce and maintain than a sponsored post.

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Listed below are the steps to take to make sure that each blog post is as effective as possible.

Do Your Research. The key to the perfect blog post starts long before even starting to write. Writing blog posts with no real aim might work for a personal blog, but a company needs to set out with an intended purpose for their writing and some evidence that it will produce results. Listen to customers and figure out the type of content that they’re looking for, as that can be a great guide when it comes to tailoring posts effectively. When brainstorming for ideas, take a look at blogs from competitors – this can provide crucial information on what has already been written, which the post author can then use to ensure they are coming up with original ideas while at the same time covering any gaps in their outline.

Write Engaging Content With SEO In Mind. Just like any other part of a company’s website, it’s very important that blog posts make efficient use of keywords that they are confident will allow them to rank well on search results. After all, a blog post isn’t much use if no one is reading it. On that same note, a huge wall of text can be intimidating and turn readers off – make use of visuals like pictures, infographics, and even videos to shake things up and keep the content engaging.

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Publish Regularly and Measure Results. Writing a single blog post is definitely useful, but what will really help a website out with traffic is regularly scheduled postings. Slowly and steadily filling out the website with useful or entertaining content will likely lead to better search rankings. Even with optimal keyword usage, it becomes a bit of a numbers game.

With each blog post, it’s also quite important to keep an eye on page metrics and figure out what is working and what isn’t. These analytics can allow writers to adjust the content for better results, as well as guide them toward popular topics and away from those that fail to gain traction.

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