Define WHO you want to communicate to ie. existing buyers, potential buyers, collectors, etc. Each audience will have different nuances which may be in subtle in terms of social media usage, acceptable tones, and information required. For more information on defining your target audience, read Understanding your target market in the artworld
Choose a topic that is RELEVANT and ENGAGING to your target audience. Write a list of topics you know will interest your audience and start with the best one.
Focus on Evergreen content which is content that doesn’t go out of date and is relevant to your audience for longer than the foreseeable future. Evergreen content drives traffic to your website or blog for a longer period of time.
Your headline should include between 6 and 13 words, be succinct, and relate directly to the body of the blog. Try and include active words and time frames in the headline ie. How to buy the perfect artwork, 5 easy steps, etc. ‘How to articles’ are the most popular form of content followed by lists, news, and trends.
Include a summary or table of contents just under the headline, this will draw the reader into the body text and help them appreciate what to expect.
Organise the structure of your blog into a clear beginning, middle, and end. Try not to ramble on aimlessly as the reader may get bored and move on.
Always use short, succinct sentences. Less is more.
Crosslink articles and include reference links from other sites, statistics, and quotes as this will improve SEO.
To make it easy to read and understand, use bullet points and subheadings where necessary. Subheadings also help with SEO.
One of the reasons for writing a blog is to generate leads. A quick and easy way to do this is to include a lead magnet in your blog. A lead magnet is a giveaway that your target audience finds desirable such as an e-book, checklist, digital catalogue, exclusive invitation, etc. and in return for the free gift, they are happy to supply their email address, so that you can send it to them. Thereafter you can nurture their interest over time.
Blogs vary in length. Longer-form content ranks higher on Google and according to Backlinko, when it comes to social media shares, longer-form content performs better than shorter content. Consider using between 1000 and 2000 words to maximise engagement and SEO.
Images are extremely important for blogs, particularly in the artworld. In a study conducted by Buzzsumo, they found blogs with an image every 75-100 words received double the amount of shares as those with fewer images. Ensure you include a relevant, high res image every 100 words or so.
Short-form video is another key component to blog success. Since TikTok took the world by storm during Covid, short-form video has become a major trend. Include short videos in your blog and also use snippets of video to publicize your blog.
Be creative, think out of the box, and always come back to your core business: helping people buy what you offer which they want.
The last step is to publicize and promote your blog. Clarify which social media channels are best suited to your audience and promote where possible.
