In order for your business to establish a strong web presence, you need constant engagement and communication with your customers, and one way to do this is by writing great blog posts.
A blog is an inexpensive but powerful tool for building brand awareness or visibility, especially when you are using search engine optimization (SEO), as it provides useful and significant content to your target audience.
By consistently posting relevant blogs, you get to drive traffic to your website, enhancing inbound sales. Also, when writing great blog posts, you create a community to connect your client and your company. People trust blogs because it is how you express your brand personality and explore your client’s concerns- showing how different you are from your competitors.
Though people say that writing great blog posts are as easy as ABC, some are not seasoned at it. Also, not all writers are able to write about all subjects or topics. Some are better with poetry and creative writing, while some are better news writers. Some writers prefer to write blogs that express their passion and lifestyle. Writing for business encompasses all these.
You have to be creative, informative, passionate, and up to date with people’s lifestyles, and your blog should be purposive, and convincing, with increasing sales as the ultimate goal in mind. But how do you do this? Here are ten tips on writing great blog posts that could help grow your business:
Know and Understand Your Audience
Before you start strategizing and working towards writing, it’s crucial to know your target audience first. What do they do? What are they looking for? What do they like seeing on social media? How old are they? These details help a lot in curating topics that you should write your blogs about.
Create a buyer’s persona from your competitors’ analysis and industry research. Understanding your audience means having their mindset, and being in their shoes so you can deliver a message with the right words, structure, and length and tailoring it to their taste, needs, and wants. You can establish a connection and give value to their lives by meeting their needs.
Customize Your Competitors’ Blogs
Even if you have already identified your audience type and needs, and you understand what they want, you might still fall short of words needed to express them in writing. Your competitors’ blogs will be a big help.
With an overwhelming number of blogs all over the internet, it’s hard to say that the topic, content, and even the structure of what you’ll write about will be 100% fresh and unique. Whether it is with titles or sub contexts, the content of blogs is just circling around the web.
It may seem that making use of another person’s content is lazy, but it’s not. It’s even smart for a marketer to use resources when they are plentiful and available.
Learn to segregate which details are necessary and which are not for your own need or purpose. Also, when you take the highlights of the articles, think of more creative ways that you can change or enhance the structure and style of the article so you can make it your own. In short, customize.
Create a Content Calendar
Scheduling your blog posts is essential to keeping your content consistent. Create a content calendar, whether you work as a team or as an individual to keep track of the topics you have discussed, or have covered, and see if the future posts are timely by the time you publish them.
For an enhanced calendar, add sections for the tentative title, keywords, tags, publishing schedule, author, descriptions, status, and call-to-action. This way, it’s easy for you to optimize your content for SEO, and is also helpful in identifying which specific topics should be a priority.
Create an Outline
When you reference articles for your article research, you can get a profuse amount of information, which makes it hard to sort out for writing great blog posts. The best route to go is to start with an outline. To avoid saying the same thing over again, have a list of your subtopics and what details you want to discuss under them.
Your outline does not need not be long and extensive, but it should be a guide on how the flow should go. It should dictate how solid your article’s structure is going to be, and your ideas to not stray away from the focus of your article. You may also add more details in your outlines, such as lists, tips, bullet points, images, and keywords, so you wouldn’t forget important things you need to highlight in the final article.
Value Your Headline
A headline should always be attention-grabbing when writing great blog posts. It does not matter how well-written your post is, if the readers do not open your link because of the sloppy headline, all your effort will go to waste. You cannot apply the phrase, “don’t judge a book by its cover,” in this situation. Be sure to make an excellent first impression on your readers and make them “fall in love with you at first sight.”
Headlines need to be concise and distinctive. You decide whether you want to write the headline before writing the body of your article, so you know which direction you want to take or write the body first then decide on a headline that is the best fit for the body. Make the title captivating for the readers in one glance.
A quality headline has intent, conviction, and clarity using few words. People prefer specific headlines with numbers over other headlines. You may also use headlines in question form.
Start With a Captivating Introduction
Introductions are as valuable as the title when writing great blog posts. It serves as an ice breaker for the topic. The flow of the Introduction will mirror the whole blog article as it will briefly explain the direction you’re taking and what they should expect in the end. Readers decide if they want to proceed with reading the article based on how they liked your Introduction.
Your Introduction should show how your article can benefit your readers. Do you have anything to offer them that they can’t find from your competitor’s articles? Give them something to look forward to. You can be creative by using metaphors, trivia, a joke, or statistics.
Many people only skim through the article’s text without thoroughly reading it through. If your content is considerable in length, add images between paragraphs to convey the overall emotion and minimize making the blog dull to the reader.
Give the readers some visual stimulation with a visual punchline or simple infographic to lighten up the seriousness of pure texts. People are visual learners, so your engagement is higher with photos. There are royalty-free images available on the internet, but you can also use your own photos to make it more personal.
Follow a Theme
Since your blogs go onto your domain, have a fixed theme for your branding. Focus your content on a specific concept such as technology, environment, food, arts, or other concepts and reflect it through your theme.
Whether it is the brand colors, webpage layout, images used, or delivery of the article, it is best to revolve around a set theme for consistency. Also, you can have a word count range for your articles as a regular reference, although some topics are better explained at 500 to 800 words, while some are effective at 1,200 to 1,800 words.
Though these things aren’t obligatory, having a theme gives the company a well-grounded image. At the same time, your publishing process becomes systematic because you wouldn’t have to think of how your output would look on your webpage every time.
Optimize for SEO
For your blogs to be effective, it needs to generate traffic by ranking. To do that, know the basics of SEO and apply them to your site.
Some ways to maximize SEO ranking are adding meta titles and descriptions, doing your keyword research, using related keywords, adding a search box, using images or videos for content, adding a share button, and using internal links. Through consistent optimization, your company website will be more visible on search engines.
To read about some amazing tools to help with SEO, go to our article, Best Free Keyword Research Tools of 2020.
Add a Call-to-Action
To help your site increase conversions, do not forget to include a call-to-action (CTA) at the end of every blog you publish. Ask yourself, what do you want your readers to do next? You can tell them to subscribe to your blog, leave a comment, share the blog, follow the company on social media, read a related article, or download an e-book.
As beneficial as it is for the marketer to place a CTA, the readers also benefit from CTA because it becomes a basis on what related content they can find on your site.
Writing great blog posts for your website is sometimes a long and complicated process. Although infographics and videos are taking the web by storm, blogs will always be foundational and useful to digital marketing so learn how to write in the best way you can.