Content is key
The key to writing a blog post is good quality content.
Engaging with the reader requires interesting subject matter that encourages them to read on. A stuffy, nondescript literary description is more fitted for the pages of a reference book.
What a blog post involves is personal views, emotion, and specific angles. Reading more like a diary extract than a dictionary definition, a blog post should have a personal feel to it that is both relatable and relevant.
However, that’s not to say that a blog post equals sloppy writing and unresearched statements. Whether the subject matter of the blog focuses on collecting stamps or adopting a vegan diet, making sure that the content is pertinent and correct to the theme is important.
Building your blog
Each blog post should have a basic framework: title, subheadings, body copy and a conclusion.
When it comes to your title it’s best to make it short and precise, hinting at what is to come and then the post can move on with a short introduction as to what will be discussed/referred to.
First person narration works best within your body copy. An individual viewpoint feels more relaxed and colloquial. The main body of text could then be a personal account of the aforementioned subject, highlighting pros and cons, likes and dislikes, experiences or plans.
Blog posts are not essays or academic pieces of work and therefore, won’t read like one. They tend to be more light-hearted and breezier with shorter sentences and informal language. However, if quotes are used to solidify a point or as a narrative device, then do make sure that credit is always given to the original author.
Ending your post with a summation of the main point discussed is encouraged, along with requesting feedback. The aim of writing a blog is to engage with the reader and potentially gain a loyal readership, so asking directly for feedback is one way of supporting this. A positive reaction from your readership is the goal of most bloggers.
Always think long-term
If long-term blogging is your ultimate goal, then providing personal elements of you or your business can be advantageous.
As with any work of literature, the reader will become intrigued to learn more about the writer behind the words.
Consider introducing yourself and provide snippets of information that you feel comfortable with. Avoid oversharing to a point where you feel vulnerable, but be aware that a reader is much more likely to engage and return to a blog page if they feel they have made a connection, not just with the words on the screen, but with the writer themselves.
Write, write, and write some more
One blog post is unlikely to be a standalone piece of writing. Often, it is a simple piece to what will be/or already is, a larger puzzle.
That’s why it’s recommended to start with a blog strategy and content planner so you can see where one standalone piece fits within the bigger picture.
Blogging is a marketing, brand and SEO technique that doesn’t reach its full potential until you have an archive of content. Lots of rich content, dating back a year or two, that’s relevant and continues to be updated as time goes on.
Make sure you’re constantly reviewing your blog results too. Look at what blogs are driving organic traffic, what blogs are being read the most, and what blogs are getting your business leads.
It’s too easy to write an article, publish it, and then leave it alone. Share your articles, and then share them some more. Rework them and rewrite them. That’s the beauty of online content. Once it’s live it can be edited as much as you like.
Our team are blogging strategists and blog writing experts. Get in touch to see how our skills can breathe life back into your blog platform.
Written by Joanna Knowles, a writer on the We Are Copywriters team.
