Your brand needs a blog with in-depth content

By Gery L. Deer

Creative Director

copywriters6Branding your business doesn’t stop with a cool logo or a fancy, high-dollar website. The best way to optimize your company’s web presence, while connecting with your customer base, is by offering free samples of your expertise through a long, in-depth blog.

Back in the day, one of the most common methods of search engine optimization (SEO) was to simply repeat keywords and phrases in up to 5-percent of the content of an article. Today, search engines, in particular Google, simply ignore repeated material. Modern algorithms have been modified to be more effective for consumers, which means you need relevant, usable and, above all, well-written content for your blog.

In many respects, a blog can give your potential clientele a more direct look at the expertise, even the culture, of your business. It helps to build confidence while creating credible exposure. A well planned blog can provide news and information related to your business or industry, answer common customer inquiries, and offer meaningful details of products and services now and in the future.

Before you begin, research your existing customer base to find out what people want to know and create your content topics from that information. Take note of commonly asked questions, product and service issues, new breakthroughs or trends in your industry, and so on.

How often you blog is often debated among SEO experts, much like everything else related to the subject. Of course, if you ask 10 SEO “experts” the same question you’ll probably get 10 different answers. So don’t believe everything you read about the subject.

It can be difficult to balance having regular content while making certain it is consistently relevant and helpful to the reader. At least one posting of new blog content each week is generally sufficient, followed by related and supporting posts daily on social media. Which begs the question, how do you ensure good content? It is in your best interest to hire a professional writer or at least an editor, particularly someone with SEO and marketing experience.

Believe it or not, everyone can’t be a good writer. Correct punctuation, good grammar and proper language usage is important to the consumer, even if they don’t realize it. All it takes is one misplaced comma to destroy the meaning of a sentence and your point will be lost. Being thorough in your research and development of your content is vital as well.

Become a journalist! Remember the basic questions and make sure you answer all of them within your article: Who? What? Where? When? Why? How? And, if you quote an expert individual or another website, be sure to cite that source with links to their page. Cross-linking will benefit your website in the long run.

Click on the photo to watch the full interview with GERY DEER on Living Dayton.

Click on the photo to watch the full interview with GERY DEER on Living Dayton.

Recommendations on how long each article should be varies based on whom you ask. Articles of less than about 500 words are probably a waste of time. If you’ve done your due diligence, it would be nearly impossible to offer in-depth content in fewer than 600-1200 words without padding or fluff. Begin by writing a sentence that establishes the main idea of the article. Everything that comes after must support that first statement using well-researched background material, examples and conclusions.  Keywords are still important, but if your research and writing is thorough they will appear naturally within your content and, thus, be far more effective.

Once you start posting new content, you’ll want to enhance your exposure and search ranking with social media, particularly Google Plus. Make sure you provide the means for readers to “LIKE” and share your content on all social media outlets including, LinkedIn, Google Plus and Facebook. Pay close attention to the traffic your site is drawing.

Use your web host’s tracking utilities to see what content is most popular and from where the hits are coming. If you don’t know how to make use of it, contact your web developer and have them run regular reports for you. Also keep a record of your link distribution methods and analyze your procedures compared to the tracking results. Repeat those practices that result in higher traffic and abandon the ones that show fewer results.

Finally, the quality and consistency of blog (and website) content cannot be overstated and helps build confidence in your brand. Setting your blog apart from millions of others requires good planning and an attention to detail. Everything is scrutinized by readers and by your competitors so make sure your content is well planned and useful to your audience. Follow these basic steps and be patient because it takes time to develop a following. But once you do, your traffic will skyrocket and so will your sales.

If you need assistance with setting up a business blog and developing content for it, GLD Enterprises Commercial Writing can help. Contact us today to set up a low-cost consultation. Call (937) 902-4857, or email

Click to watch the full video interview on this topic at Living Dayton.