How to write an award winning blog

Gemma Newton is the Managing Director of the UK Blog Awards with a legal background and over 10 years’ experience in the events and marketing sector. Gemma sat on the idea of developing the UK Blog Awards for over 2 years before taking action to develop the platform.

Gemma founded the UK Blog Awards as she felt that there was no real recognition for individuals and organisations that manage a Blog across a multitude of sectors. Gemma believes in creating experiences, from managing events, marketing brands to managing Blogs and has now connected many industries with bloggers and brands alike.

The Fitness Network:

Why do you think we have seen such a huge proliferation of company blogs over the last few years?

Gemma:

It makes business sense. Companies have seen the success which individual bloggers have had in building communities and they want to be a part of their communities, as well as building their own. A blog gives a company a voice with which they can build relationships with consumers, it’s an opportunity to demonstrate that they are real people behind their corporate persona.

The modern web visitor is looking for more than just facts, they want to experience what a company is like, gaining valued insight into the brand. A blog is a place where a company can demonstrate brand values and build consumer confidence, which ultimately influences purchasing decisions.

[pull_quote]”A blog is a place where a company can demonstrate brand values”[/pull_quote]

The Fitness Network:

Are there any rules for getting started?

Gemma:

There are no real rules when it comes to blogging, which is one of the reasons why it’s grown so quickly. Blogging has become a recognised form of self–expression which means it can take whatever form the author wishes. If you want people to read your blog, however, you must take usability into account. Your reader needs to be able to find their way around the blog easily if you want them to stick around. If your blog is for public consumption, I’d always advise professionalism, remember everyone can read what you write in the present day and the future!

The Fitness Network:

What separates a good blog from a bad one?

Gemma:

You could argue that there are no bad blogs as each blog is started to meet the blogger’s own specific needs. For me, the distinction between good and bad comes down to effort as ultimately you get out what you put in. Brands shouldn’t be scared of adopting a more informal tone, readers expect a blog to be friendly and if it’s stiff and corporate they will soon lose interest. A blog should also be attractive, social platforms like Instagram and Pinterest are hugely popular because they are so visual. Successful bloggers are incorporating these platforms into their blogs, as well as creating great original imagery, video, design and layout to make their blogs stand out from the crowd. A good blog also offers variety in its posts. It should be more than just self-promotional; adding value by backing up the post with insight or a case study is key.

The Fitness Network:

Are there any common themes across the shortlisted or winning blogs in the awards?

Gemma:

We have bloggers across 18 categories so all the winners are different but the one thing they do have in common is that they are all hugely committed to their readers. They post regular updates and encourage and respond to comments in a timely fashion which has built them a loyal following. All the winning blogs have great usability and provide an experience for the reader. Our winning bloggers are also extremely switched on to cross platform social sharing.

[pull_quote]”The winning blogs have great usability and provide an experience for the reader”[/pull_quote]

The Fitness Network:

Are there any health and fitness companies who stand out for you in this space?

Gemma:

Bupa is a prime example in showcasing the importance for a brand to recognise the value in engaging with its digital audience. Not only has Bupa developed a great source of content to guide and empower its readership, but the Blog platform will also encourage a healthy lifestyle for consumers.

Bupa Blog naturally develops confidence and credibility with their consumers as they are providing varied and insightful content, with elements of empathy by interviewing experts in their field. Another lovely aspect of the blog is that each author has a LinkedIn profile account for connection at the top of each post, this is a prime example of how social media connection and networking works at its best!

We hope to recognise the fitness sector further at UK Blog Awards 2017 where we will be introducing a Fitness and Sports category.

 

Posted in Digital Marketing, Gyms & Clubs, The Fitness Network.
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