The Complete Guide to Content and Blogging
Most business blogs produce nothing, plus the reason is almost always the same one. These guides cover choosing subjects that bring buyers rather than browsers, writing them properly, promoting them plus knowing whether any of it worked.
Blogging fails for one reason far more often than any other: the subjects were chosen for people who were never going to buy anything. A plumber writing how to unblock a sink reaches somebody unblocking a sink themselves. A trainer writing a workout plan reaches somebody who now has a workout plan. Both get traffic, a report that looks healthy plus a phone that does not ring. Everything on this page assumes the topic decision is the one that matters, because it is.
What Is a Blog and Why Does It Matter for SEO?
The entry point for everything else. What a blog is for in a business context, how it differs from an ordinary website page, whether it still works at all plus the two questions everybody asks first: how often to publish and how long a post should be. Both have shorter answers than the industry pretends.
Deciding What To Write
If you read one group here, read this one. Four guides on picking subjects, because a well written post on the wrong subject is worse than no post at all: it takes a day, it ranks, plus it brings you readers who are explicitly trying not to pay anybody.
The test we apply to every piece we write for a client is whether the natural next step after reading is contacting them or doing it without them. If it is the second, we do not write it.
Writing It
Three guides on producing the thing. The first covers the whole craft in one place: introductions, headlines, headings, meta descriptions, internal links, images, calls to action plus editing before you publish.
After You Publish
Most businesses press publish plus move on to the next one. That is why the archive is full of posts nobody has ever read. These three cover getting a piece in front of people, making one piece do several jobs plus earning the links that decide how far it goes.
Keeping It Working
Two guides most businesses never reach. Whether any of it is producing anything, plus what to do with the pieces that have quietly stopped.
Updating an old post that already has some standing is almost always a better use of an afternoon than writing a new one from nothing, which is the single most useful thing in this cluster for anybody with a few years of archive.
Guest Blogging
A separate discipline rather than a stage of the lifecycle above, which is why it sits on its own. Everything else here is about your own blog. This is about writing for somebody else's.
Or We Write Them For You.
Blogging is the part of marketing most businesses intend to do plus never quite get to. We handle the whole thing on one monthly fee: choosing subjects that bring buyers, writing them, publishing them, linking them into the rest of your site plus telling you every three weeks what has happened.
What the fee covers:
One clear retainer. No setup fee. You own everything we write.
