Once upon a time, all you needed to succeed online was a website, but that was long ago. The humble website is still at the core of all online marketing strategies, but today many businesses are preoccupied with the ‘social media conversation’ going on across Facebook, Twitter, Pinterest and myriad other social networks. But in the din of this conversation, some, maybe even you, have forgotten one of the oldest and most effective forms of social media – your own blog.
The benefits of a regularly updated blog are three-fold. Firstly it can benefit you from a search engine optimisation perspective to continually add fresh, high quality content. Secondly, it can enable you to generate additional interest in your company (and boost your incoming traffic), and provide extra value to customers. Finally it can start a dialogue between you and your customers – a two-way conversation in which you learn more about them and their needs.
A blog is only ever as effective as the posts that appear on it though. With that in mind, here are a few tips to help you or your blog copywriter create a post that will get people talking.
Start with a purpose and maintain it throughout
The effectiveness of your blog post is all down to the subject you pick, the angle you take and how well you stick to what you originally intended. Underneath all this is your purpose. This might be to inform your readers about a key piece of relevant news, to explain a concept to them, or to persuade them of a specific way of doing things.
Whatever your purpose is, this must be crystallised throughout your post, and everything you say must resonate with what you set out to do when you began writing.
Structure your post in an interesting and logical way
Any professional blog copywriter will tell you that structure can make or break a post. You should tailor your post to be easily digestible and maintain interest throughout. You can do this in a number of ways:
Start with a first line and a first paragraph that pull the reader in.
Break the post up into short paragraphs
Use sub-headers and bullet points
Inject some character
At no point should your blog post seem bland or generic. It must be infused with your unique brand voice, and at the same time connect with your readership so that you’re not just speaking to them, you’re building a relationship.
Knock ‘em dead with a killer headline
The headline or title will usually be the first thing that people will see. To draw them in it should be catchy, descriptive, concise and original.
Check, and check again
Spelling and grammatical errors reflect badly on your company, even if it’s just one or two typos. By eliminating all errors you can paint a picture of a professional, knowledgeable and competent brand.
If you’d like to know more about blogging for business, take a look at our Blog Copywriting page.