Blogging is an art, and we either do it for our clients or train them to do it themselves. Its ideal if they can write because then their voice comes through in an authentic manner. However for villas, hotels and luxury products we have handled the blogging over the years, and never run out of topics.
Here are some tips and pointers to keep in mind when coming up with subject matter and positioning for your company from a boutique PR agency that’s been blogging for more than a decade:
- Trends – Use a trend that affects your industry from the news and make sure you comment on it. You are an authority and that should come through. If you can give an example from your own business that substantiates the fact that you are on top of the what’s going in in the luxury arena — that is ideal. Linking to a news source is excellent for credibility as well.
- Editor requests – If you’ve recently had a request, discuss the nature of it. There’s nothing wrong with sharing what the press are interested in. Reporters read each other’s columns religiously, so you can be sure if its appeared in one place another news outlet will find it of interest.
- Subscribe to News Feeds – Stay on top of what’s going on and be current with happenings, however they might relate to your business. There’s a lot of cross over, and you can tie-in allied fields to your specific niche.
- Concise and to the Point – Everyone is suffering from info overload so be as straightforward as possible. Speak in simple language that’s easy to digest. Read the Huffington Post and use that as a model.
- Eye-Catching Photography – Make sure you have a juicy shot since pictures are what draw in the reader. It pays to develop a superb image library and refresh it often. We are always updating our client’s images so the content never gets stale. You can also optimize pictures for SEO purposes.
They’ll be more on SEO in blogging, but this should give you a start. Blogging regularly will get you recognized by Google, Bing and Yahoo, and ultimately affect your rankings. Three times a week minimum is best, and 350 – 400 words are perfectly adequate.
Take a look at our blogs over the years for food for thought and read others in your field. If you want more advice – feel free to reach out to us at Lorraine@abelowpr.com.