The term blog is derived from ‘web log’, and does have a more casual appeal than the typical article. This gives more freedom with what you can post and the structure, but here are some things you should always keep in mind:

Blogging is a powerful marketing tool for your business, but sometimes it can be overlooked that there are best-practices and techniques to help you get the most out of this great resource.

Be Consistent – You have to be dedicated to write blogs. Make sure you have a schedule and you stick to it. Pick how regularly you plan on posting and be consistent whether it’s weekly, bi-monthly, or monthly. It’s not always easy to think of new topics, so be sure you have a way to get client feedback on the kind of blogs they would like to read.

Be Different – Chances are there a million different blogs available on the internet covering the same subject as you. Find a way to stand out from the competition and cover topics others aren’t. Try to approach each topic creatively and from a different angle, as well as make it relatable to your clients.

Include a picture – Ideally you’ll want to include pictures of your business, but if that’s not possible for each blog, at least make sure to include a picture of some kind that relates to your post. As social media like Instagram has demonstrated, we live in a visual age. Readers are intimated by too much text, but respond well to images, so be sure to include a picture, infographic, PDF or video.

Have a good title – titles are where you gain or lose your reader. While having good content is crucial, it’s almost more important that your title grabs the reader’s attention. If you can work them in organically, include keywords but make sure the title is still short and direct. Using a list in your title and post is also highly effective (i.e. – The Top 5 Reasons to get Invisalign This Year).

Have good content – make sure you proofread everything you post for grammar and spelling errors, as well as fluidity. Make sure it’s easy to read and isn’t an information overload. While you do want to educate your readers, you don’t want your blog to bore them or cause them to lose interest. When you’re approaching a topic, put yourself in your reader’s shoes – what would they want to learn about this?

Formatting – your blog needs to have an overall visual appeal. Look at the post as a whole and make sure everything is aligned, that you’ve included a variety of fonts (but no more than three different ones), and color. If you have a big body of text, be sure to break it up at different points with graphics. It’s typically preferred to align everything to the left hand side with a blog, but you should play around with your blog and see what works best for you.

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