Anyone can write a blog. That’s not an insult to marketers and copywriters—it’s the truth. In fact, somewhere in the depths of the internet right now, there’s probably a 2,000-word post about a cat’s journey through a rainstorm. But the real question isn’t can you write a blog. It’s this: Will anyone actually read it?
That’s where the difference lies between DIY blogging and a blog that’s crafted with strategy, skill, and a sprinkle of marketing magic. Because writing a blog and writing a blog that works are two very different things.
- It’s Not Just About Words—It’s About Purpose
A blog isn’t just a word count target. It’s a tool. It should support your marketing goals, nurture your audience, and build authority. If it’s not doing any of those things, it’s just a diary entry with a fancy font.
Professional marketers like me (:-)) don’t start with a blank page—we start with a plan. Who’s the audience? What do they need to know? What action should they take after reading? A good blog answers all of that—and does it without sending the reader to sleep.
- Search Engines Are Not Psychic
Google doesn’t magically know your blog is brilliant. It uses signals—like structure, keywords, readability, and relevance—to decide whether your content deserves a top spot.
That’s where SEO (search engine optimisation) comes in. And no, that doesn’t mean stuffing your post with “cheap accountant Cardiff” 17 times. It means knowing how to balance natural language with keyword relevance, write effective meta descriptions, use header tags correctly, and all the other details that make your blog visible in a very noisy digital world.
- Formatting Matters More Than You Think
Have you ever landed on a wall of text so overwhelming it made you leave the page?
Professionally written blogs are easy to skim, well formatted, and reader-friendly. Think: bite-sized paragraphs, useful subheadings, bullet points, and clear calls to action. These aren’t just pretty touches—they’re essential for keeping busy readers engaged.
- Voice and Tone: The Unsung Heroes of Blog Writing
There’s a fine line between sounding professional and sounding like you swallowed a thesaurus. An experienced marketer knows how to hit the right tone for your brand—whether that’s warm and conversational, straight-talking and authoritative, or somewhere in between.
Your brand voice is what builds connection. It’s what makes your audience feel like you get them. And let’s face it, AI or a time-strapped team member can’t always capture that nuance.
- Blogs Aren’t Billboards
Writing the blog is only part of the job. Once it’s live, you’ve got to tell the world. That means sharing it on the right channels, repurposing it for email and social media, and making sure it reaches the people it was written for.
I don’t just hit “publish” and walk away – I stick around to help you get the most mileage from every post.
Blogging That Builds Business
Sure, you can write your own blogs. You can also cut your own hair. But should you?
Professional blog writing is more than typing out your thoughts – or getting AI to do it for you; it’s about delivering content that connects, converts, and climbs the search rankings. That’s where a pro comes in.
If your current blog strategy involves a caffeine-fuelled 10pm writing session – or a quick instruction to AI and a vague hope that what it churns out makes sense —let’s talk.