Blogs form the backbone of a content marketer’s toolkit, which means everyone that wants to succeed with content marketing had better understand exactly how to write captivating blog content. Every blog post has three sections, which are the introduction, the body and a conclusion, you make have heard the saying that you have to tell them what you’re going to tell them, tell them and then tell them again. Essentially that is your introduction, your body and your conclusion.
Many people are worried with grammar and such like when writing a blog post, but the trust is that people prefer to read text written as if you were speaking, so write as if you are speaking and don’t worry too much about the grammar. That’s not to say you want to sound ignorant, but you can use your normal talking language for blog posts and be extremely popular with your audience.
When writing content for your blog, you might like to consider the following:
Your Target Audience
Doesn’t everything in marketing successfully begin with knowing your target audience? Every single blog post that you write should be written for your ideal target audience. If you don’t know who you are writing for, how will you know what to write? If you keep in mind that it’s all about them, so focus on their needs and not your own, you’ll write much more engaging blog content.
Your Blog headlines
Every blog post has a title, and a headline, plus headers, these are important components of your blog post and not just for the reader, it focuses your audience on your message, but it also allows the search engines to index them properly and to send your audience to your content. Did you know that some of the larger blogs use AB Split testing to test different variations of headlines to see which resonates with your audience best?
If you know who you’re audience, you then need to figure out what you’re going to write about, and how you want your reader to feel about your content before you start. If you can’t say in one sentence what you’re trying to tell your reader, you may need to stop and focus until you can.
The five W’s
You learned this in high school; each blog post should answer most of the who, what, why, when and where of the topic in order to be complete. Don’t leave things out that you think they already know, because your readers might not and you know what they say about assumptions?
The three S’s
This is one of my favorites, each blog post needs to be short, simple, and scannable. People have short attention spans, especially if they’re reading on the run or while at work. By creating a blog post which has lots of easy to read titles, bullet points, is focused on one topic at a time, and has plenty of white space to make it easier to read on screen, you’ll create a captivating blog post.
Using images and graphics is an important part of making a blog post look interesting to your audience, in fact if you’re not including images in your blog you might as well not blog, such is the impact a good image has. However, to help with good SEO always include alt image tags, so instead of just naming the picture, use the alt tag as a way to describe the picture. This not only helps disabled people enjoy your blog better, it also helps search engines or people who’ve disabled their images on mobile devices to read your content better. I use two plugins to help me with images, one optimizes the size of the images as they are uploaded to help with load speed and the other automatically associates the page title with the alt part of the image.
Your Voice and Tone
One of the most important aspects of writing captivating blog content is to remember who you are and the tone you want to use when writing. While you’re writing for your audience you need to remember to write how you talk and not pretend to be someone you are not. They want to understand you and know you, and follow and read who you are. Only you can be you, so be the best you that you can be. It’s also a great idea to write this down as best you can when you start blogging so that should you outsource writing, these people will know how to write and keep your voice and tone.
When incorporating links into your blog content, remember to use keyword rich anchor text if the wording of such is natural to the content of your blog. Also remember not to put too many links within the readable content because it will be distracting to the reader. Consider linking to related articles and blog posts after the main content instead of inside it. Avoid links that go outside your blog if you can, and if you do include them use the nofollow tag.
Search Engine Keywords
Some people think that the purpose of blog posts is simply to push keywords to the search engines, so that they get indexed and your website shows up higher in the rankings. This is not only a foolish way to produce content as the content your produce will not engage your audience but more importantly the search engines are aware of keyword stuffing and it’s only a matter of time before you are penalized. So instead focus on writing good quality content, that includes your keywords naturally and you’ll not only engage your audience you’ll get better search engine rankings as more people will like, share and link to your content naturally.
Edit Your Blog Posts
When you sit down to prepare content, just write it without much thought to it, then come back to it afterwards and edit it, to suit your purpose. The editing process will produce far different and better content than you started with and you will produce more content as your thought process will not be interrupted.
Finally, the most important part about compelling and captivating blog content is that no one will read it if you don’t promote it, and if you think the search engines are going to just find you and send you thousands of visitors you’re living in cloud cuckoo land. It’s therefore imperative that you promote each new blog post and each new content addition even if that just means pushing them out to your social media channels.
Finally, it’s important to just “hit the publish button”, so many people want to be money making bloggers, yet they simply never hit the publish button. They learn, and learn, and think about it, but they don’t actually do it. It’s the actual act of “doing it” that is going to get you noticed and make you successful. You’ll learn more by hitting that publish button day after day, week after week than you ever will thinking about it and perfecting your technique, so stop thinking and start doing is the best advice I can give.