The blogfast of champions

The Castle Cafe in Rochdale boasts the biggest breakfast you can purchase in the UK. It comprises of twelve rashers of bacon, twelve sausages, an eight egg omelette with cheese, four pieces of spam, chips, tomatoes, beans, mushrooms, six fried eggs, four hash browns, six black pudding, four slices of fried bread, four slices of buttered bread, four slices of toast and a cup of tea. Hang on... chips?



By Adam Steele

Whether you agree with the content of the biggest breakfast in the UK or not, you can't deny it is dense, varied and exciting. Today, I would like to talk about how your blog and website content needs to be more like his 9,000 calorie, half-stone leviathan.

The first blog ever written and put online was links.net created in 1994 by student Justin Hall, but the word weblog was not coined until 1997. In 1999 this was shortened to just blog and now everyone has one, including your nan.

Blogging has since been widely recognised as a valuable B2B and B2C marketing, SEO and sales tool, but we still often talk to companies that don't agree. Some of these companies actually have blogs, but rarely use them and mostly post CSR-related material.

Unfortunately, this is the breakfast equivalent of a half-bag of baking soda. It's going to put more people off than welcome them in. Your blog is crying out to be a feast no one man can vanquish. Content needs to be like the Castle Cafe's breakfast - dense, varied, exciting and unending.

If you wouldn't read your blog, why would anyone else? To encourage an audience to come back to your blog frequently, you need to create regular, interesting and useful content. Think about what sorts of questions your customers are asking that you can answer. What are they talking about and what are they interested in? Also, can you answer these questions in an infographic, a one page guide or a video?

From an SEO perspective, the goal is to increase visibility in search engines - and by this I mean getting on page one of searches for relevant keywords. One of the ways to achieve this goal is to post interesting content that your target audience wants to link back to. The next step is letting relevant people know the content is there. Because there's no point hiding a Ferrari in your garage is there? To disseminate content, you could always work with a content PR agency, maybe one that optimises all its content for the web.

Having a growing content pipeline on your site - call it a blog, media centre, knowledge bank or whatever you want - is not just beneficial from an SEO perspective though.

Imagine how customers feel when they land on a website and are met with a delicious library of content - a veritable feast for the eyes and mind. Are they getting hungry? By giving away free knowledge-nuggets on your blog, our data-diners will be much more willing to sit down and dig in. And by that, we mean contact you and buy from you.

Pass the big bottle of success sauce please.

Laura England

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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