This week, Pure Awards talks about blogging as a technical company, and how you should go about this as a small business.
Should you be writing blogs as a technical company?
As a technical company, thinking of ideas for website content can sometimes prove quite challenging. This is especially the case when considering blogs, and whether your content would end up being too complicated for your customers. However, the fact that companies with blogs almost double their website traffic, producing this form of content is detrimental to the exposure of your business.
No matter the complexity, a blog will always be a beneficial piece of content for you and your business. Here are some key advantages that blogging can offer your company:
- SEO and Increased Visibility
Just like any other blog, a regularly updated, relevant blog will considerably increase your website’s rankings in search engines such as Google. Ensuring that keywords are littered through whatever technical topic you choose to write about will help to get your business exposure massively.
- Teaching Others
As a technical company, the first benefit you should see when considering blogging is the amount of information that you know. Getting your knowledge out there through a blog can be a great way to gain returning customers, whilst considerably reducing the amount of research you’d need to carry out.
- Gain Credibility
Blogging allows your company to establish both credibility and influence within your field. If your company are teaching others, sharing insights and discussing innovative ideas, then consumers are highly likely to both return to your site often, as well as recommend you to whoever else may be interested in your work.
What sort of content should you be producing?
When considering content for your blogs, you need to start by identifying your audience. If your website users are mainly customers, the type of content you’ll want to produce will be completely different to an audience of industry peers or investors. Even as a technical business, your blogs can be adapted to suit several different situations and topics:
- Tutorials and How-To Guides
Walkthroughs of technical topics should be an essential type of blog for your company. As mentioned earlier, if you are knowledgeable in a particularly technical area, then you already have the basis of multiple blogs at your fingertips.
- Best Practises and Tips
Giving advice on certain aspects of your area of work can be an easy and extremely useful method of blogging. A simple tips list, with a couple lines of explanation is quite a lot of the time all consumers are looking for.
- Case Studies
Real examples of past projects and specific problems can be a great topic for your blog. Proving the capabilities of your company whilst also explaining the solutions to any problems faced can be a great way to build trust with your audience.
- Industry Trends
By blogging on recent trends and technologies, you place your business in a very competitive position. Trending topics means keywords will be covering your content, getting your blog ranking high in google searches.
How do you approach writing a blog as a technical company?
There are many steps involved with writing a blog, and even more so when your content is particularly technical. You should begin with figuring out what it is you’re going to be writing about. This could be a recent project, current industry trends, etc. From here, you should be conducting research into your topic. As a technical company, many of your blogs will most likely contain equally technical topics, terms and problems. Make sure that any facts or figures you wish to use are 100% valid. No matter your audience, you want to come across as a reliable source of content, so that any new customers you attract will return to your blog over other sites.
Once you have your idea, and you’ve researched the subject in depth, you can break down the structure of your blog into 5 sections:
- Blog Title
Make sure your title is straight to the point and instantly captures your reader’s attention. To help make your title stand out, using numbers, or starting it ‘how-to’, is proven to help capture the attention of your readers.
- Cover Photo
Making sure your cover photo is high quality and matches your topic is equally as important as your title.
My best tip for an introduction is to keep it short and to the point. If you can get your topic across in just a few sentences, your reader will likely keep reading if the topic interests them. If you’ve even opened a blog and the first few lines don’t explain or solve anything, a lot of the time you simply leave the website and find a more concise and relevant one. Keep that in mind for this section.
- Body of the blog
This is the main chunk of your blog that readers will spend the most time on. Because of that, you need to keep a few things in mind when writing your content. Images are your best friend, and that is especially the case when writing on a technical topic. Whenever possible, use images to help in getting your meaning across. As well as this, you don’t want to bombard your audience with an endless sea of words. Breaking up your content with images can help to give your readers a break.
Alongside this, much like the introduction, keeping your content short and to the point is what you should be aiming for. You want to get your point across as concise and straight forward as possible. Use links as well as abbreviations to help keep your technical content as simple and consumable as possible.
The final part of your blog should be like your introduction. Summarise what you’ve talked about in a few sentences and be sure to circle the blog back to the start.
What are some additional tips for tackling a technical blog in particular?
Some key points to note when approaching a technical blog include:
- Purpose of the blog
What is the goal for this blog? Who are you targeting this topic towards? You need to make sure that your blog has a clear purpose. This is especially the case for complicated topics. You must keep a good balance of clear content, as well as including any technical terms you need to. A good rule of thumb is to imagine yourself as the consumer. If you are intrigued and genuinely engaged by the blog you’re writing, then keep going with it!
- Simplify as much as possible
If your blog is hoping to reach the widest audience possible, then make sure to break down any complex concepts to help your non-technical readers understand. The use of analogies can help in getting your technical terms across in an accessible and engaging way.
- Make sure your topics are relevant
It sounds obvious, but an outdated blog would significantly decrease both its exposure and your business image. As explained deeper in our recent post on how often to post content on your website, ensuring that your content is fresh and relevant goes a long way in terms of SEO and keeping your customers coming back.
If you’re looking for help with anything discussed, feel free to get in touch with us!