Blogs: Content is King

A Novice’s Guide to Blogging: Content Is King

The introduction to A Novice’s Guide to Blogging states that while all blogs contain several common elements, your posts—or comments, articles, stories—are the key to gaining and keeping readers.

Why?

People are only going to spend their valuable time reading material they find interesting. If they don’t like the topic, the post does not make sense or is poorly written, readers have one word for the author: goodbye.

Link Your Blog’s Name and Core Content

Your blog’s name should reflect its content and the content should reflect the blog’s core focus.

For example, let’s say your blog is about Joe and JoAnne’s Insurance Services. Your website contains details about the types of services you offer, a listing of agents and contacts plus related business information. Your blog omits this information, but should contain “for more information” links to your website and office.

Instead, your blog contains information that has no permanent, easy place on your website but stays on topics related to the business. For example, a list of common ways to winterize your home can be tied in with a comment like, “Make sure your home stays safe this winter. See us for a homeowner’s insurance check-up.”

Another topic might be, “JoAnne is speaking at the Garden Elementary PTA tomorrow night. Have you got an insurance question? Come ask her.”

A third option might be something like, “Tim Timmons needs help paying for an expensive medical procedure. We are helping. Can you?”

The idea behind blog posts on these and similar topics is creating building trust between the blogger and readers. Blogs help the public relate to you. By addressing comments and concerns you—or a member of your staff—hear, you help create that trust.

Don’t Stray From Your Core Subject

Politics and religion are very emotional topics for some people, topics that often polarize folks. Unless your blog deals with them, stay away. Stay far, far away from them.

Why?

Because you don’t want to lose your core audience. Your readers will leave forever if they don’t share your political or religious views. Readers are looking at your posts because they are interested in your main topic.

It is O-Kay to deviate from your primary focus, but not frequently. For example, our insurance agents might come across an unusual pumpkin pie recipe they want to share. Post it with a note like, “One of our clients, Mary Dolenz, shared her old family recipe for pumpkin pie. It’s fast, easy and healthy. Give it a try.”

This post is not directly related to insurance but by using a named client as the source, there is a link.

Next: What is in a name and why you should care.