Part of what I do as a copywriter is write blog posts. I’m not solely a blogger though. Both share the same concept – they involve crafting words web and social media marketing. As a copywriter my role is to entice, inform and firmly nudge readers to become customers/clients through eye-catching headlines, clever straplines and copy that persuades its audience to take action. I tell stories lure readers, to keep them engaged and to build trust in the businesses I write for. Every sentence is crafted for maximum effect to make you want to buy something, or to lodge in your brain for a future purchase.
A blogger’s role is to inform and impart knowledge about a particular subject. A blog post needs to engage with its readers, to educate, and almost always has a call-to-action – this might be to download white paper, sign up to a newsletter etc. A blog is essential to driving traffic to your website and highlighting your brand, but it can do it in a relaxed form of writing.
So how to write a great blog post? All marketing, of which blogging is a part of, needs to form part of an informed strategy, where you have planned to content to be written:
What is your target audience interested in? Can you provide a solution to a problem they may have? Consider how to make your expertise shine through. Ensure your content is relevant, that it is concise and above all useful. Plan what titles you are going to cover over the 3-6 months as this helps you maintain consistent content with a clear schedule.
If your heading is not going to grab attention, then no-one is going to read your blog. It needs to be appealing, explain what your blog is about and above all, engage the reader to read on.
Make your first paragraph powerful and engaging so that your audience wants to read on to find out more. Don’t ramble – introduce your content; deliver informative information; and finish with a clear call to action so that the audience is not just left hanging. You can invite them to comment, to download more information or to get in touch with you – use anything you can to get them to engage with you.
- Keep it simple
Make your blog easy to read. Keep your sentences short. Use sub-headings to break up the text. Use bullet points/numbering to highlight lists of information. Add quotes or statistics to support your words. Add links to pages on your website or to other useful resources.
Images are so important for a blog – they are what catches the eye of the reader and help set the tone. Use them to break up text into smaller pieces and to add some context to your words.
- Check, and check again
– Read your blog through for coherency – does it flow?
– Check your grammar, spelling and punctuation.
– Is your heading enticing?
– Does it make sense – check your facts and statistics
– Does it answer all questions a reader may have?
What else do I need to know? Some extras you will find useful …
I will write about this as blog post in itself, but in short Google in 2020 wants you to write blog posts that are expert, authoritative and trustworthy.
Google likes a blog post to focus on around a key search term. Help your keyword rankings by showing your content is relevant and use related words throughout your blog that relate to the specific search term. Do not just repeat the same words over and over.
In addition to using long-tail keywords targeting your reader, make sure that you fulfil the SEO fields in your website’s backend. Click on this link for more information about blog SEO https://blog.hubspot.com/marketing/blog-search-engine-optimization
If you have found this useful, why not check out my website and get in touch with me today to see how I can help you with writing your blog posts.