Use WordPress for your blog

The so-called “owned media”, i.e. media channels that a company controls itself, offer enormous potential for increasing the reach of one's own brand. A own blog strengthens the expert status and forms the cornerstone of every content marketing strategy.

But how do you go about creating a blog? How do you find the right hosting provider and why is the choice of URL so important? This article will teach you how to Create your own blog step by step.

How do I create a blog?

  1. Decide between free and paid blog
  2. Decide between self-hosted and complete package
  3. Find name and url
  4. Select hosting provider
  5. Install and configure WordPress
  6. Finding a WordPress theme for the right blog design
  7. Install WordPress plugins
  8. Create essential pages
  9. Topic research and content creation

1. Create a free blog or opt for a paid version?

There are numerous ways to create a free blog in the vast expanses of the Internet. On platforms such as Tumblr, Jimdo or Blogger, all you have to do is register and start producing content immediately.

However, free solutions are associated with a lower range of functions. The name of the provider is also in the URL. That doesn't seem professional and goes against your efforts to build and expand your expert status.

If you don't just want to blog in your free time, it is therefore advisable to Invest in a paid solution. With some providers you get an all-round offer and don't have to worry about anything. Others let you download open source software for free and pay for hosting, feature enhancements, and certain customizations.

One of the most popular blog solutions is the WordPress platform.

2. Create a WordPress blog: self-hosted or all-inclusive package?

WordPress offers you two different options to implement your blog project:

With you can take advantage of a fully hosted solution at various monthly rates. WordPress also automatically takes care of hosting, the security of your blog and backups.

This solution is therefore convenient and uncomplicated, but is mainly used by hobby bloggers, as it is quite limited in terms of design and functions. WordPress now also offers a special business tariff for corporate blogs, which gives you a little more freedom, but we recommend the second variant for large-scale blog projects:

The Content management system offers you open source software that you can use free of charge on self-hosted websites. This offers you various advantages:

  • Ease of use and expandability,

  • large selection of designs,

  • large range of functions and

  • full control and independence.

This alternative offers you more freedom, but also requires more technical know-how. For this reason, we will guide you below through setting up a self-hosted WordPress blog.

3. Find the name and URL

Putting your own topic in a blog name can often be a challenge. Shopify's free company name generator can help you come up with a blog name that suits you.

And how do you find a suitable URL (Internet address)? If you already have a website, it is an advantage to create the blog as a subdomain ( or subdirectory ( Because this is how your blog helps you to strengthen the online presence of your brand.

If you want to set up a new website, the blog name and the selected domain should ideally match.

Avoid umlauts and special characters (such as the ß) and limit the length to a maximum of 16 characters. Better to avoid unnecessarily complex neologisms.Ideally, readers can already tell from the domain name what to expect on the blog.

4. Select hosting provider

It doesn't work all alone. Even if you want to host your blog on its own domain, you will still need a hosting provider. WebGo,, IONOS from 1 & 1, or STRATO - the choice of hosting provider should above all meet your own requirements.

Criteria like

  • Loading time,

  • Downtime,

  • Pricing / hosting package and

  • Quality of customer service

must be included in the decision. Therefore, you should definitely consider in advance what demands you place on the hosting provider. You can find out which provider suits your blog project on comparison sites such as

Important: Make sure that your provider can provide an SSL certificate for the domain.Websites that do not use SSL encryption are penalized in the search engine ranking. The certificate ensures a secure connection. HTTPS and the lock in front of the URL are more likely to create trust and loyal readers.

5. Install and configure WordPress

The first steps are done. Now it's onSet up your blog software. Most hosters already offer the installation of WordPress in the customer menu (see free applications).

If WordPress is not listed as an application, the current WordPress version can be downloaded free of charge from the WordPress website.

The following steps are required for the WordPress installation:

1. Set that upSSL certificate a.

2. Put a in your web spaceDatabase at.

3. Download the WordPress ZIP file andunzip You them.

4. Name the filewp-config-sample.php inwp-config.php around and wear theDatabase data (Database name, database user and password) in the file:

5. Now load using aFTP program (like Filezilla) all files of the WordPress folder to the main directory of the web space.

6. Now you can go under continue with the registration.

6. Find the WordPress theme for the right blog design

By default, after installing WordPress, the “Twenty Twenty” theme is used for the design of your website. Of course, the WordPress theme can also be adapted. A variety of free versions of WordPress themes can be found in the Theme Directory.

Providers such as StudioPress, pipdig or Elegant Themes provide WordPress themes that are subject to a fee and offer you plenty of scope for individual design. A solution that you have developed yourself is also a way of expanding your own web presence.

Before looking for the right theme, compile a list of requirements and features that your WordPress template should bring. This will make it easier for yourself to find the right design.

7. Install Wordpress plugins

Plugins are additional functions for your WordPress instance. The WordPress repository offers the appropriate solution for many challenges. The following WordPress plugins are particularly helpful for maximizing the success of your own blog:

8. Create essential pages

Your blog is created and ready to go. Now you should create a few standard pages that can be reached from the start page with just a few clicks. These include:

  1. imprint

  2. privacy

  3. about us

  4. Contact (optional)

After you have created the pages, you are legally on the safe side and have given your blog a face. You are now ready to start blogging!

9. Blogging: topic research and content creation

The framework is in place - now it's time to get down to the substance. Divide your blog into different topic clusters that are relevant for readers as well as search engines like Google and Bing.

With the topic cluster method of theSearch engine optimization organize the content of the blog into categories that make sense for the readers. In this way, you ensure that search engines can clearly identify which article belongs to which topic.

Then you can get started and create high-quality, keyword-based blog posts for each topic cluster, which in the best case scenario will attract valuable backlinks.

Tip: With an editorial plan you can plan your content weekly or monthly. It will help you continuously write quality blog articles. If you don't like using Excel spreadsheets for planning, an editorial plan in Trello might help you to keep track of things.

How do I delete my WordPress blog?

First, create a backup of the website. Then switch to the root directory in the file manager and delete all saved WordPress files there. You can also use an FTP client for this. Create a robots.txt file in the file manager to ensure that search engines stop crawling the blog.

Write a blog: This is the content your readers want to see

So that you don't waste time and get your blog really read, you have to high quality content deliver. But what is that anyway?

Your content is of high quality if you deliver added value to the readers. Most of the time, that happens by you solve a specific problem for your readers. For example, we are currently telling you in detail how to create your own blog. You will leave this page later a bit more knowledgeable than you came. That is added value!

You should also make sure that your content well usable is. Choose a font size and color that users can read easily, structure your text with subheadings, paragraphs and bold fonts and link to further information.

Successful blogs as a guide

Content marketing is a long-term and sustainable method of attracting prospects and leads for your company. To get an idea of ​​how this tool works and what it can do, you shouldread some successful blogs.

Euronics trend blog, Krones craftbeer blog, kununu or self-employed on the internet show how it is. These blogs show how “owned media” can refinance itself with content relevant to the target group.

Once published, the content can also be used distribute it on social networksto generate additional reach. Offer separate conversion points on your blog by providing more in-depth know-how for download through suitable e-books or webinars.

Make money on the blog through affiliate marketing

Building up an expert status via the blog and being booked on the basis of this takes time. Another potential source of income for your blog is affiliate marketing. There link in the text to third-party products or services. When a reader follows the link and buys something, you receive a commission.

For this to work you need a special one Affiliate link. You can get this from the respective provider.

Affiliate marketing is particularly suitable if you explicitly present and review products on your blog, demonstrate tools that you like to use yourself or publish instructions and refer to the materials you need in this context.

It is important that the link is used in a meaningful context. Otherwise users could feel annoyed and leave your site again. In addition, you must openly point out that you are using affiliate marketing and mark affiliate links as such, so that readers know that these are advertising.

Creating a Successful Blog: The Most Important Tips at a Glance

Your own blog can be created and set up in one afternoon. So you can start at any time with little effort. Nevertheless, there are a few things to consider so that you can celebrate success quickly. Here are our best blogging tips at a glance:

  1. Choose a good hosterthat fits your needs. It is particularly important that it offers an SSL certificate and enables satisfactory loading times.

  2. Use a for your blog Short, catchy URL as possible. In the best case, users get an impression of what topic you are talking about and can easily remember them.

  3. Don't forget pages for that Imprint and the data protection declaration to put on. These are required by law.

  4. Deliver to your readers added value. Only then will they read your content extensively and come back later.

  5. Look out for one attractive visual design with pleasant colors, legible fonts, pictures and graphics. Nobody likes to be on a blog that looks like cabbage and beets.

  6. Pay attention to those from the start Search engine optimization Your blog article. SEO takes time to be effective and the sooner you start, the better.

On your marks, get set, go!

What are you waiting for? Choose a Blog names and hosting providers, install WordPress and start blogging!

Use “Owned Media” to attract your potential customers with tailor-made, helpful content. This allows you to significantly increase your reach and further expand your expert status.

Cover picture: simonapilolla / iStock / Getty Images Plus

Originally published February 8, 2021, updated February 17, 2021

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