Your copywriting questions answered #1: Blogging

As expert copywriters, we’ve been asked loads of questions about copy, content and the creative process. Here, we answer a few of them. We start with the power of blogs.

Should I have a blog?



Blogs, news pages, or whatever you want to call them to do three things:

  1. They allow you to share insights, updates and news from your business.
  2. They indicate to visitors to your website is current, it’s valuable and that you invest time and resource into it.
  3. It tells Google the same as 2.

Should I write my blogs?

Yes, there’s no reason why you shouldn’t write your blogs. Take a look at our blog software article, which should provide some useful resources that might help you to create accurate content.

How should I use keywords?


Keywords are critical, but they shouldn’t be slapped all over your blog. Instead, create content that enables you to incorporate keywords and various permutations within a piece of written work with genuine value.

How often should I blog?

Once a week is ideal, but as the Copywriting Bristol website demonstrates, that’s not always possible.

What’s the ideal length?

600 words is a good target.

How many links should I include?

As many as are relevant. Don’t look for links and include them unless they are useful.

Should I use GIFs and videos or keep it simple?

We like blogs that are engaging and creative, so we’d say embed GIFs, illustrations, images and video if they are relevant and will improve the experience for the reader.

Don’t bother if they add nothing.

Should I pay someone to write my blog?

If you have the cash and don’t want to do it (or aren’t confident at writing yourself), then using a freelance writer or agency can be a good investment.

Choose a blogger wisely. If your blog is badly written, is inaccurate, grammatically incorrect, messy, or irrelevant, then it’s a waste of time.

How should I select a writer?

Ask for previous examples of work, reviews and feedback. Meet in person if you can and invest time in ensuring they understand your business, your current position and your plans for the future.

You talk a lot about ‘strategic content’. What’s that?

Every blog you write should have a purpose.

If you’re spending time writing a blog, or money paying for one, it should make a quantifiable return on your investment.

Whether that’s an attempt to improve your search ranking or a piece to engage existing customers, set some aims for the page and attempt to measure them. We can help you with this.

Never blog to have a blog. Always blog with an outcome in mind.

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