Blogging Explained: Definition And Why You Should Create One

Avatar for Matthew Matthew 1st November 2022 0 Comments

What is a blog, does your company website really need one, and how can you get started? If you’re new to the world of blogging and need some convincing – or need to convince some of your stakeholders – read on to find out the basics of this very effective marketing strategy.


What is a blog?

A blog is an area of your website where you publish various articles, or “blog posts”. It will usually have a main page that displays all recent articles, and is also divided into several categories for easy organisation and navigation. Articles are displayed from most recent to oldest, and they often show the date of publication and the author. A company’s blog will be centred around their expert topic. If you want an example, you’re in one right now! This is a blog post on the Square Media website, and you can see the main blog listing page as well as the category this particular blog post sits under.


Why should you have a blog?

There are so many reasons why a blog can benefit your company, your customers and your digital marketing strategy:

  • Writing blog posts positions you as an expert in your field. If a customer sees that you’re providing highly informative blog posts, this can instil trust and make them more likely to buy from you because you know all about your products or subject matter. Consider this: a customer searches for “which piano should I buy” and they click through to an article published by a musical instrument store. When they eventually do decide to buy a piano, they are more likely to buy from this extremely helpful and knowledgeable company than another one that doesn’t even have a blog or other way to offer customers advice online.
  • It’s good for SEO. Every blog post you write is a new opportunity to target a keyword or phrase that may not already be on your website, giving you more visibility for those searches and introducing you to new customers. Plus, Google loves fresh new content. It can also help your SEO for main pages such as product pages if you implement some good internal linking to those pages from your blog posts.
  • It shows your business is active. Ever gone to a website and wondered if they are still trading because none of their content has changed for a year, or because they stopped blogging two summers ago? Regularly updating your blog shows that you’re still in business and that the information on your website is up to date.
  • It shows you’re keeping up with your industry. Blogging about recent or upcoming events, new product updates or other news within your industry is another way to show your business savvy and gain trust from your reader.
  • It gives you something to share on social. And in emails, or anywhere else for that matter. Writing a new blog post and sharing it on social media or through email marketing is one way to attract people to your website and increase those visits – and hopefully conversions too, in the long run.
  • It’s a way to increase your traffic and micro conversions. Whether through SEO, social, email or any other medium, blog posts can help get more eyes on your website. They can target people at any point in the sales funnel, whether they are just figuring out what they might need or ready to make a purchase. While blog posts are unlikely to convert users into customers on first visit, they may perform a micro-conversion such as signing up to a newsletter or following you on social media. Blog posts can’t be fairly held to the same goals as other pages such as product pages, but they have a huge part to play in the long term.


What are the characteristics of a good blog post?

Here are some quick tips to get you started with writing your first blog post:

Aim for a good word count

Aiming for over 500 words is a good rule of thumb, but it really varies – essentially, a blog post should be as long as it needs to be. If it’s a short introductory guide or a quick post about an upcoming event, perhaps it only needs to be 500 words. But if you’re writing a comprehensive guide that is much more in depth, something more like 1,500 is also great. If you’re coming out with double that, it may be time to think about splitting your blog post into a blog series or creating an ebook. So do try to get it to at least 500 words, but beyond that, don’t simply add words for the sake of it.

Put a date on it

Most blogs have a date on every article, but some don’t. This can cause problems if you’re writing time-sensitive content, for example involving events or sales. If there is no date on the blog post, a reader visiting several months later may not be able to tell if your sale has ended or the event has passed, so it’s good practise to put a date on each article, which is something that should happen for you automatically when you post each article.

Entertain, educate, inform or inspire

Consider the purpose of each blog post. Do you want your reader to buy your product, do you want to help them choose between two similar products, do you want to tell them about a new development in the industry that could affect how they do business? Your content should entertain, educate, inform or inspire your readers.

Write for humans first

If you’re optimising your blog posts for search, you may be tempted to pepper your content with keywords, but beware of keyword stuffing. In fact, don’t worry about SEO at all until you’ve already written a first draft. Chances are, your article already includes keywords your customers are searching for without you needing to change much. SEO has changed over the years and right now the best thing to do is write for humans first – that means no keyword stuffing or awkwardly-worded sentences.


If you would like any help with your content, blogging or SEO, we’re here to help – whether you’re just creating your company blog or you’ve been hammering away at the keyboard for years. Get in touch!

Wait... Before you go…

We're hosting a FREE WEBINAR on the steps you need to take to avoid failure and how to grow your business using digital marketing.

On the 25th May at 10:00 am

Wait.. Before you go…

We're hosting a FREE WEBINAR on Why HR and Marketing have to run hand-in-hand

On the 6th May at 10:30am

Wait.. Before you go…

We're Crunching the Numbers on the 2021 Budget in our next Webinar!


FREE January Content Plan

Writing Social Media posts and blogs can often seem like a mountainous task - our free January Content Plan will help you to take the first steps for the new year.

With our Calendar, you'll be writing Social Media posts like a pro in no time! Plus, check out our blog for monthly tips & Social Ideas.


FREE Marketing Consultation

Our clients tell us that their number one headache isn’t in selling their products or services, recruiting staff or keeping up to date with their industry; it’s the age-old problem of marketing their business!

Whether you need help with marketing planning, web/graphic design, content writing, blogs and social media help, SEO & PPC reviewing or a combination of all of the above, book your FREE no-obligation marketing consultation with Steve now!


Our FREE Secret Links

Most agencies won't tell you, but a lot of the tools they use on a day to day basis are actually FREE!

We've put together a handy guide to the free tools we use every day to make our lives easier - and we're giving it to you!


Perfect Blog Post Template

A frequently updated Blog is one of the best ways to create extra content for your website; it also keeps your visitors coming back regularly, attracts new visitors and Google loves fresh content!

But did you know that how you structure your blog post can make all the difference?

Download our FREE Blog Post Template to see how to make your content stand out from the crowd!


TikTok Guide

TikTok is a social media channel that is growing very fast. It has more than 3 billion downloads.

As a marketing agency that specialises in social media, we’ve put together our very own TikTok guide for you to use.

FREE HubSpot Consultation

At Square Media we specialise in helping businesses to make the most of their inbound and outbound promotional opportunities – working as a HubSpot CRM Partner we can help you to automate and analyse your business to the nth degree.

Why not let one of our HubSpot experts have a quick chat with you and get you started with a FREE account – no obligation, no pressure and no hard sell tactics (it’s not our style).


Image Size Cheat Sheet

When it comes to Social Media, visual content always works better than just text. But it's a bit of a headache keeping on top of all of the sizes you need to use to get the best from each channel.

Download or print our handy Image Size Cheat Sheet and keep it by your keyboard, so you know what size image to use whatever the situation.


Our Marketing Tips Infographic

Considering 2021 has been eventful with new trends and new marketing techniques arising we’ve made 2022 a lot easier for you!

We’ve put together our own marketing tips infographic especially for you to make your new year a little bit less stressful.

Download our FREE infographic here to find all of our best tips and watch your marketing rocket.


Get your Guide to Google Ads!

Everyone knows that SEO is important to any website, but often we forget about the power of paid Google Ads.

It needn't cost the earth, can be targeted well and can bring in business easily from Day 1!

Our FREE downloadable Google Ads Guide will help you to hit the ground running.


5 Killer Marketing Emails!

One of the most valuable tools in your online arsenal is your email/newsletter subscription list, yet it’s one of the ones that is most easy to ignore.

Simply put, if someone has signed up to your email list, they have given you permission to contact them, and how you use the first few emails that you send can be the deciding factor in whether they stay on your list and eventually become a customer, or hit the unsubscribe button so fast that you never get a chance to pitch your business.

So let’s look at 5 killer e-marketing email types, what they do and how to use them!


Start 2022 as you mean to go on!

Every great marketing campaign starts with the basics of getting your brand focused and clear.

Use our free brand guideline template to ensure that your brand is consistent across all of your content!


Christmas fun with Dino Bounce!

It's Christmas Day so let's start with some fun - how far through Dino Bounce can you get?

Don't forget to share your score at the end with the hashtag #dinoBounce (our convenient Twitter button will do this for you)