How to write readworthy blogs
Blogs are a great way of communicating with your audience right now. They can help you get found online and position you as a thought leader.
Blogging happens to be one of my specialisms, which was why I was asked by the team at Next Level, to use some of my lockdown downtime to share my blogging pearls of wisdom with their clients.
The following advice was first published as a guest blog on their website on April 17, 2020.
Blogging’s all the rage and has been for some time now, which means you’ll find there are very few topics and interests that haven’t been blogged about.
Food, pets, sport, politics and parenting, you name it, there’s a blog somewhere out there dedicated to these subjects and many more. Let’s not forget the whole subset of business-related posts too, that are used by companies to share their insight and updates via their dedicated blog pages.
What’s not to like about blogging?
From a business perspective, blogging helps organisations steadily rise in the thought leadership ranks and get their name out there. It also helps them to promote their products and services to existing customers and prospects.
According to DemandMetric, companies that blog produce an average of 67% more leads each month than companies that don’t. What’s more, blogging businesses get 55% more website visitors and generate 13X more ROI (HubSpot).
But are people reading them?…
That’s the thing, with so much online content out there these days, from blogs, webinars and LinkedIn articles, to podcasts, Instagram Stories and videos, you can’t guarantee if, or how, your blogs are going to land among the rest of the content noise.
But all is not lost. Not if you write blogs your target audience wants to read.
And how do you do that?
Bring your blog ‘A’ game with these top 10 tips:
1. Write for your target personas.
2. Put yourself in their shoes.
3. Think about who they are – what’s their role and what are their main pain points?
4. Address these challenges in your blog posts (and touch on how you can help overcome them).
5. Speak the same language as your target readers.
6. Make sure your posts are well structured and flow from start to finish.
7. Educate and inform.
8. Never give people the ‘hard sell.’
9. Don’t write what everybody else is writing – always find a new and interesting angle.
10. Make sure your copy is benefit-led.
The benefits of blogging are widespread and it’s one of those tools that all businesses across all sectors can benefit from. As with all marketing activities, the most effective blogs are those that are underpinned by a blog/content strategy and have been written with the target audience in mind.
It’s also worth remembering that blogging is an on-going commitment. Once you start, you should stick with it, whether that’s blogging twice a week or every day. Having a stop-start approach or publishing a post every two months is more damaging than not having a blog at all.
Got any questions or want to find out more about how you can raise your business profile, generate new leads and connect with your existing customers through the power of blogging? Get in touch by emailing firstname.lastname@example.org or calling 07810 636 748.