A blog is one of the most effective ways to market in today’s digital world.
Blogs balance accessibility with detail and allow readers to quickly get an idea of what your company is all about. That said, not all blog posts are created equal. Some are brief and catchy, while some drone on endlessly. When you use a blog as a marketing tool, it’s just like any other advertisement. A high-quality post will tell the reader you have a high-quality product (or service) that they should be interested in.
Keep reading to learn a few critical steps and tips for writing a quality blog post.
Pick a Topic
The most important part of a blog post is the topic. When considering a topic, ask yourself the following questions:
Do I know anything about this topic?
It’s important to write about what you know. Of course, you don’t have to be an expert, but a basic understanding of the topic is critical. The last thing you want is to sound unprofessional or inexperienced.
If you are unfamiliar with the topic, research, research, research. Then write.
Is this topic interesting?
At the end of the day, your blog post is an advertisement. Pick a topic that’s engaging to a wide audience. Don’t pick something that everyone has written or read about—seek something fresh. Maybe an insightful question or recent development in the industry. If you revisit a popular topic, put a new spin on it. Just make sure your readers don’t end up thinking, “yeah, yeah, so what?”
Does this topic point to the product or service?
Again, it’s an advertisement. Whatever you’re trying to market must have something to do with the blog’s topic. Maybe your product solves the problem discussed in the post. Let your topic be the question and your product be the answer.
Choose Your Words Carefully
Brevity is key when it comes to blogs. If it’s too long, they’ll never finish it and likely opt not to read your blog in the future. If it’s too short, readers will feel like they didn’t receive any value from your post other than knowing your business exists. Blog posts have to provide value for the reader while marketing your products or services effectively.
The writing style should be casual. Keep sentences short yet full of meaning. Tell the reader something they don’t know and make them glad they read your post. This will result in people returning to your blog with each new post and you can market over time.
A good length to shoot for is 500-1,000 words. This allows ample space to introduce the topic, provide details, and offer solutions. This length keeps readers engaged.
The use of smart formatting techniques helps streamline reading and allows your audience to get to the point. Most blogs are scan-read, so make it easy for your readers to do just that.
- Use headings with names that make sense.
- Separate your content into paragraphs, then put the most important details at the beginning of the paragraph. People are most likely to read that.
- Put your call to action in its own paragraph and make it clear.
- Use bulleted lists.
Apply these tips to create structure in your post. Organization and simplicity are key, especially when your blog is a reflection of your business.
Wrap It Up
Providing a concise conclusion is key to leaving a lasting impression and bringing attention to your call to action. A conclusion shouldn’t necessarily recall prior information, but rather, instruct on how that information should be applied.
Writing a blog post is a skill that must be developed like any other. If you need additional expertise in creating a blog, ProEdit offers blog development services that cater to every scale and industry.