What should I Write In My Blog?

“What should I write in my blog?” is a question we are asked all the time. We suggest that you turn the question round and ask “What do I want to achieve by writing a blog?”. The main reasons for writing a pet business blog are listed in our blog post “WHY DO I NEED A BLOG FOR MY PET BUSINESS?” but briefly include:

  • SEO – to attract visitors to your website in relation to a particular search phrase
  • Knowledge leadership – to demonstrate the depth of your knowledge
  • To add value to site visitors – answer a question or solve a problem for your target audience
  • To build your brand personality
  • Blogs provide content for social media posts

We generally write a range of blog posts that fill each of these needs. Some will meet all of these objectives, other posts will only meet one or two.

For example, in this blog post, we are aiming to answer a question that we suspect our target audience is asking, we want to prove that we have the capability to help if anyone needs us to help and we are hoping that this blog post may appear in front of someone searching in Google. We are also hoping that the post demonstrates our helpful, friendly and approachable brand personality.

Taking each of the above objectives individually, we will show you how to determine what you should write your blog posts about:

SEO -Search Engine Optimisation

We would never just pluck a question out of the air or word it ourselves. It is much more scientific than that! Here is the process that we work through:

  1. To start with, think about questions you are frequently asked by your customers, or problems that they often experience.
  2. Go to the Google Adwords Keyword tool or find one of the many keyword tools online, such as Wordstream, and enter the questions you think that people will type into Google. The tools will present you with a table of different phrases and questions, along with how frequently these search terms are entered into Google. They may also tell you how much competition there is for these phrases online.
  3. Select a question, phrase or search term that you think your customers would ask that has low to medium amounts of competition and is also one of the highest searched phrases. You have your title for your blog post!
  4. Make sure that this exact phrase is the header for the blog post and try and include this exact phrase another couple of times in the main body of the post as well as at least one of the sub-headings if possible.
  5. Make sure that the image you upload to the website is named with this phrase as well.

All of these things signal to Google that this page is a very good answer to any searches using your selected key phrase or question.

Knowledge Leadership

This means going into a lot more detail about your chosen area of expertise. For example, if you manufacture dog food, you could write a detailed article about nutrition and why dogs need certain amounts of which food types. Or if you sell dog harnesses you can describe the research that demonstrates why dog harnesses are the best way of restraining dogs.
Think of all the different ways that you can tell people more about your area of specialism in a way that will be interesting, informative and useful.
Surveys are a great source of useful, unique and helpful information and can demonstrate to customers that you know what you are talking about because you have done the research.

Adding Value – Problem Solving

Once you have carried out the keyword research and have found the question or problem that you wish to answer or solve, write your article – answering the question as precisely and succinctly as possible. It should be at least 350 words to be indexed by Google and displayed in the search results.
It should also include at least one image. Images are important and can actually appear in image searches independently of the main blog. Try to create images that sum up what you are saying. If you don’t have the access or training to create the right image, find someone who can use software such as Photoshop and ask them to create it. We can always help with image creation or manipulation.

Building your brand personality

Think about your brand personality. How do you want to appear to readers? Do you want to be humble and approachable or confident and affluent? Do you want to work with executives in big companies or sole traders in small companies? Make sure that every blog and social media post reflects your brand personality.

Using blog posts in social media

This is a great way to get your content out there in front of people who aren’t searching for it. And this is where the importance of the image comes in. The image should show, at a glance, what your blog post is about, and how it will help or add value to the reader.
Ensure that your web developers have added open graph tags (they should know what this means) to your posts so that the links stand out on social media platforms.
Use hashtags relating to the content whenever possible and follow people that you think might benefit from reading your posts. Please see our guide to social media blog post for more information.

To sum up…

  • Always look at keyword tools to define what your title and key phrase for each blog post should be
  • Aim to answer a question or solve a problem for your target market
  • Go into as much detail as you wish, but don’t ramble – keep it interesting
  • Write at least 300 words
  • Create a unique image that sums up your post
  • Think about your brand personality and ensure that your blog post reflects this

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