7 Tips for Writing Blogs That People Want to Read
It takes more than a computer and an idea to write a good blog post. If you want readership, there are a few things you should know.
A company blog is a quintessential inbound marketing tool. It provides a platform to showcase your industry expertise and position yourself as a thought leader, it allows for easy navigational access to other areas of your website and various points of conversion, and it’s a must-have for SEO purposes. And, if your posts are really good, then readers and subscribers will repost and share your content, which will help attract new leads and drive even more traffic.
Here’s the catch, though. It takes more than expertise in an area to write a compelling blog post. To reap the benefits of a company blog, you need readership, and that means knowing how to write content that people actually want to read.
Here are 7 tips on writing blogs that people want to read:
1. Define your strategy
Do you know why most blogs bomb? It’s not because of quality, but because of randomness. The key to a successful blog is not leaving whether it is successful or not to chance. Therefore, before you jumpstart your blog and let your fingers loose on your keyboard, you need to have a solid plan and strategy in place.
Try answering the following questions before getting started:
- What are you trying to accomplish with your blog? Boost awareness? Sell something?
- Why will people want to read your blog?
- What is your call to action?
- How will you promote your blog?
- How many times will you post per month?
- What topics will you write and when? What keywords and phrases will you incorporate?
- How will you measure success?
Proactively answering these questions at the forefront will help keep you on track and your strategy focused.
2. Know your audience
Understanding your audience will help you build engagement through your blog posts. Remember, the point of a blog is to ultimately build awareness and drive traffic to your site, and that can only be accomplished by writing content that speaks directly to the interests of your readers, as opposed to those of your company.
If you can write blogs that help your readers succeed in some way, provide actionable and relevant ideas and solutions, and include content worth sharing with others, then you’re doing a great job.
3. Stay consistent and reliable
Your audience views you as a resource and therefore counts on you to show up for them when they expect you to. Consistency and reliability are some of the most important components of maintaining a loyal readership base.
Make a commitment to post at least four blogs a month, but keep in mind that more is even better. According to Hubspot, companies that publish 16 blog posts per month received 3.5 times the traffic of those that publish four or fewer posts.
Whatever you choose, it is crucial that your blog schedule is sustainable and that you can honor your commitment.
4. Write captivating headlines
It takes five seconds or less for someone to decide if they want to read your blog post or not. Your content could include the funniest joke known to man or the cure for cancer, but if your blog doesn’t have a compelling title, no one will read it. No pressure.
This may sound elementary, but your titles should tell people what your article is about. It bears mentioning because many are compelled to write overly witty and creative titles that say nothing about the actual blog. You’ll also want to optimize your titles with keywords to help search engines lead readers to your post.
5. Structure your posts
The way your blog is laid out is just as important as what it says. You want to make it easy for your readers to quickly read and digest your content. That means staying away from long blocks of text. Instead, it’s important to:
- Keep paragraphs short
- Use bold subheadings to indicate what’s being explained
- Use bullet points and numbered lists
- Keep your posts anywhere from 750 – 1000 words
6. Add Images
In addition to great headlines, images are a great way to grab and keep the attention of your readers. They make your posts look more interesting and inviting, provide visual breaks in your content, elevate the structure of your posts, provide great SEO benefits, and, in some cases, help to explain more complex information.
7. Make it easy for people to subscribe
Readers who subscribe to your blog posts are much more likely to visit your blog on a regular basis. Therefore, you want to make it easy for them to add their name to your list by making the option to subscribe prominent and obvious.
You can even provide an incentive to entice subscriptions. Even if subscribers don’t jump to your blog every time you post, they will see your name pop up in their inbox and that in and of itself will help to keep you top of mind.
9Sail can help you create and execute a blog strategy that will drive results. Contact us for a free site audit.