Blogging – From the idea to the blog entry

It may seem strange initially to write a blog entry about blogging. But if done well, an entry in a company’s blog can create substantial added value for the reader and the company.

How can a blog entry create added value?

But the first questions that need to be answered are what it is that makes a blog entry stand out and what aim it pursues.
A blog article is more subjective than traditional press releases or corporate texts. Its personal nature means that it is closer to the reader and provides scope for stories, experiences and characters. A blog entry should always create added value for the reader: It can serve as a source of inspiration, a decision-making aid, a motivator or simply as entertainment.
A company blog can in itself build trust and empathy through its blog entries. It can present its own competencies, increase awareness of the company and enhance customer retention.

Benefits of a company blog

Figure 1: Benefits of a company blog


What characterises good content?

Good content should comprise the four dimensions of information, knowledge, entertainment and the relationship/meaning. The emphasis on each of these four dimensions can vary. What is important is that content is current, has depth and humour and is transparent and true. Content should be tailored to the target group and include different illustrations or other multimedia content to ensure variety and hold the attention of the reader.

What characterises good content

Figure 2: What characterises good content (Content Radar © Mirko Lange) (German only)


Tips for writing blog entries

Here are some helpful tips and tricks for successful blogging:

  • Title
    Use an attractive title, ideally no longer than six words, and make sure to keep the promise of the title in the text that follows.
  • Structure
    Structure the lead as a hook comprising one or two sentences that appeals to the reader and encourages him or her to keep reading. Created fixed points for the reader’s eye, with sub-headings, lists, images/videos, etc.
  • Language
    Use simple language that connects with your readers, and always keep your target group in mind when writing!
  • Style
    Write complete sentences with few filler words. The writing style should also be active and figurative in order to build, hold and ultimately resolve tension.
  • Search Engine Optimisation (SEO)
    Research keywords briefly before writing. Position commonly searched-for words in the title, lead and URL. Optimise the images and graphic elements used for SEO too by labelling them correctly. Create links by linking entire words that also make sense (avoid linked words like “more” or “here”).

Useful links and tools

You can use the to find out just how much hot air has crept into your text. The tool can be used to determine the flow of your text. We can also recommend A test shows how many filler words your text contains.
Useful links for SEO optimisation are listed below:

Keyword ideas:

Shows hot global topics: 

Assessing how long it takes your website/blog to load:

SEO overview and evaluation of your domain:

More useful information on SEO:

With these tips, and keeping your readers firmly in mind, you will find it easier to write good blog entries that your target groups not only enjoy reading and that create added value for you but that are also easier to find using search engines like Google.

DOI Link: 10.16911/ethz-ib-3103-en

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