If you’re starting or scaling a startup in London, launching a blog can offer many benefits. Writing quality content will help get you rank higher. It will help build your brand. Most importantly, it will help you turn visitors to your site into customers.

But how do you actually do it? Setting up a blog page on your site is easy, but making a success of it requires preparation, dedication and flair. Here are some questions you’ll need to consider when you launch your blog.


What is my blog going to be about?

It should be easy, right? Your blog will be about your startup. But hang on a minute, let’s think more deeply about this.

Whatever your goals are for launching your blog, whether it’s making sales, building your brand or ranking higher in the search engines, you’ll only hit those targets if you produce something that your audience finds valuable. Your audience, whoever they are, may not see value in hearing about what’s going on at your startup. Not directly, anyway.

A more clinical way to decide a subject for your blog would be to use keyword research. If you’re already practising SEO for your startup, you already know what keywords you’re trying to rank for. You can use Google Search Console to work out how you’re currently being found online.

There are numerous online tools which can help you with keyword research. For example, if you tell a tool the industry you’re operating in, it can tell you the phrases related to your industry that most people are using when they search. You can also find out what search terms your competitors are trying to rank for. Here are some tools you can use. Some are free. Others are paid but run free trials.

Once you’ve worked out the keywords you want to rank for, you can ensure your blog, and all the articles in it, help you achieve that target.

If you need any help with this, there are freelancers available on Crowdskills who are experts in SEO and keyword research. They’re waiting for you, so get in touch today.


Who’s going to write my blog articles?

Another easy question. You, of course! You know how to write. And no one knows more about your business than you. How hard can it be?

OK, time to step back a minute. While I’m sure you’re a terrific writer, you will be much better off finding a professional content writer to take charge of your blog.

There are two reasons why you need a content writer to look after your blog.

Firstly, you need to remember that you’re writing for your audience, nor for yourself. A content writer will know the way to write that engages your audience and nudges them towards your brand.  They will know how to write calls-to-action, write for SEO, and many other valuable writing techniques.

Secondly, writing takes time. A 500-word article can take anything around 2 hours, maybe longer. Do you really have that time to spare? So many startup blogs launch with a vengeance but then fade away when more important things come up. Don’t be like them.

When looking for a content writer, look for one with a track-record writing in your industry and for your audience. Look for one who has worked with similar London startups to yours. Look for one with qualifications and certifications that prove their expertise.

Once you have found your content writer, it’s a great idea to meet up with them and talk them through how you want your blog to be. When you brief your writer about topics for your articles, remember, the more information you give, the better the output will be. Once your writer starts producing articles for you, provide detailed feedback to them so they can improve.

Next, add some eye-catching images to your article, and hit ‘PUBLISH!’ Use social media to promote your articles.

At Crowdskills, we have expert content writers waiting for you. Whatever industry you’re in, we’re sure you can find someone who is never lost for words. Visit us today.


How is my blog doing?

Just hitting ‘publish’ isn’t enough. To make a success of your blog you need to keep giving your audience what they want.

Once you have a good number of articles on your blog, and you’re starting to get some traction, fire up Google Analytics. What articles have gained the most views? What articles have had visitors spending the longest time reading them? What articles have led to click-throughs to your sales pages?

Look at your social stats. What articles have received the most likes? Shares? Comments?

If a particular type of article is working well and driving engagement with your startup, why not write more of them? If a different kind of article is getting no reception at all, steer away from that area.

The data is there to help you. Use it.


Keep on blogging

We’ve seen that while it’s not difficult to start a blog, keeping it going is a lot harder. You can safeguard the health of your blog with thorough preparation and analysis. It’s also advisable to use content professionals wherever you can. Let them take care of the writing, meaning you can take care of your startup.

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