How to write compelling blog posts

Your blog is a vital component of your marketing campaign. It can spread brand awareness, educate your audience, boost leads and develop trust.

An excellent blog post is more valuable than ten mediocre blog posts though, so it’s critical to keep improving the quality of your writing.

1. Target your audience:

Before you start writing, you should have a clear idea of your intended readers – their demographics, likes & dislikes, and exactly why they’re reading your post.

The content, as well as the tone, will very depend heavily on who you’re writing for.

For example, a corporate blog is likely to be more formal, educational and informative whereas a cookery blog would be more informal, light & entertaining.

2. Start with a great title and opening:

Your title must create a powerful first impression of your blog, and it should be followed by an impressive opening paragraph. Studies show that almost 80% people make a decision about article value from its title alone.

If they find it interesting, they’ll keep reading. If they don’t, they won’t. Simple.

For more information on writing great blog titles, read this 4 step guide from Hubspot.

3. Keep it simple

Sometimes we underestimate our knowledge in our field. For example, HTML, CSS, PHP, SEO are acronyms I’m familiar with, but people outside my industry might not know what they mean.

Don’t assume that readers know everything about your services and industry. It’s better to assume that they know as little as possible, so make your content easy to understand.

It’s tempting to use complicated words or sentence structures, but if your readers can’t grasp the basic information you’re trying to portray, you’ve wasted an opportunity.

4. Stay informative, be useful:

Your posts need to be valuable to readers. If you intend to answer specific questions that readers may have, make sure you answer them. If the aim is to provide helpful information on your services, then make sure all to cover all bases. If you have information about recent changes in your field, make sure your blog posts as up-to-date as possible.

Over time, as you position yourself as an expert in your field, you will naturally develop trust amongst your readers because they know you’ll always add value.

5. Take benefits from SEO:

Your blog posts should be optimised with the right keywords (following keyword research), anchor text, and a proper keyword ratio.

Good SEO practices ensure that your website will get better indexing on search engine results, so you’ll get more traffic. To achieve this, you need to use relevant keywords.

Here is an excellent article explaining optimising blog posts with SEO.

6. End with a call to action:

Perhaps the most essential part of your blog is your call to action, the CTA. It must be capable enough to convince readers to take action, whether that’s to contact you, to sign-up to your newsletter, to share your post, or to refer your services to their contacts.

Always end your blog post with a call to action, to capitalise on the full benefits of blogging.

Check out these great examples of great CTAs on the HubSpot blog

The bottom line:

Valuable, interesting and engaging blogs posts bring more traffic to your website and encourage users to use your services because they connect consumers with your brand. You don’t have to be a pro writer to master the basics, and make sure your blog ticks the right boxes for users.

If you’ve mastered the art of writing great blog posts and have further tips that have worked for you, or you have any questions about the article, please leave a comment below!

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