You've worked hard on your business website.
You've posted daily on social media.
You've gone over every detail on your email marketing campaign.
But have you overlooked the importance of a good business blog?
Blogs are one of the most cost-effective marketing tools in your arsenal. While they aren't always easy and they take up time to write them, the benefits of a GOOD business blog make them worth doing.
A well-written blog can drive traffic to your website and convert them to leads.
A consistently done blog can increase your online presence.
You can repurpose blog materials in your social media posts.
You also can establish yourself as a trusted expert in your industry if you know how to deliver great blog content.
Do you know how to write good blog content?
If your answer is no, or you aren't really sure, you're not alone. Many business owners struggle with how to tackle blog content to make it work for them.
But it doesn't have to be overwhelming.
Let's go over 6 easy tips on how to take your blog from "blah" to "blazing."
1. Create A Head-Turning Headline
We are bombarded with items vying for our attention. Hundreds of emails, social media posts, television, texts. How can you capture the attention of potential customers when there's so much competition? Start with a great headline.
Your goal should be to make your reader curious enough to want to read your blog post for a specific answer or benefit.
One easy way to capture attention is create a "listicle" (A list of ways to do something, like what I did with this particular blog post)!
Another is to create a "how-to" headline. Or ask a question to grab attention in your headline.
If you need some great headline writing tips, you can check out my other blog post diving into headlines in depth.
2. How many words do you need?
That depends on what you're trying to do with your blog. Let me break it down into categories for you.
300 to 500 words: This is a great length for reader engagement and getting a quick message out to potential customers. While it's short and relatively easy to write, it won't do anything for your SEO rankings.
600 to 800 words: This length will get you noticed on social media and get your posts shared (make sure you provide social media sharing links). Still not effective for your SEO search rankings.
900 to 1400 words: The perfect length to start adding references and slowly building your SEO search rankings. This is the sweet spot to get the most bang for your buck with engagement and search ranking.
1500 to 2500 words: This is the golden length for Google and other search engines. If you're looking to increase your site traffic, this length will be perfect.
3. Write for your audience, not for yourself
Your blog isn't meant meant to be a sales pitch.
To create a truly good blog post, you need to write from a position of giving your readers something for nothing. Your goal should be to provide valuable information or entertainment your reader can use.
~Offer tips and tricks to make your reader's life easier (an example is this blog which offers copywriting tips and tricks).
~Deliver on your promise to provide ways to make their lives easier.
~Reassure the reader they aren't alone in dealing with a problem they are struggling with currently.
Save your products and services for your sales page or sales emails.
When you give actionable tips and information without trying to sell anything, you develop trust with your reader. That trust keeps them coming back to you as the expert for help.
4. Skip the "corporate speak" and be more conversational.
How often do you think to yourself, "gee, I'd really like to have a chat with a stuffy businessman/woman?"
You don't go out of your way to speak to business people for fun, so why would your readers want to listen to you speak to them in that way?
I'm not saying to talk to them like you're their best friend, but using a friendlier, conversational tone will keep them around longer.
You want to be likable and approachable in your writing style.
You want your readers to feel comfortable and engaged.
5. Make it easy on the eyes
Let's face it, most of us have the attention spans of gnats.
If you're like me, you scan and skim most articles and emails rather than reading everything word for word.
But you WANT your readers to hang on every word you've written.
If you want to have a better chance of keeping the attention of your readers, you need to break up your blog post visually. You can do this by:
- Using different font sizes.
- Using bold highlights, underlines, and italics.
- Using bullet points and numbered lists.
- Using pictures.
All these things help to give the eyes a break and "reset" the reader's brain to make them re-engage with what you're writing.
But a word of caution, a little goes a long way. If you start throwing pictures and bullet lists out everywhere, it will make your blog post too busy and distracting. In turn, it will make your audience tune out and your message will never be delivered.
6. Show Up Consistently
If you're looking to get impact from your business blog, you have to show up consistently. Whether once a week, or once a month, develop a routine and don't be sporadic with your posts.
Once you've established your posting schedule, your readers will get in the habit of looking for your posts. They will search out your information and it will help to establish you as the go-to expert in your field.
Posting inconsistently sends a message that you will be inconsistent in your business practices as well. A simple blog post routine helps to establish trust and loyalty with your readers and potential customers.
If you follow these simple steps in your business blog, over time you will find yourself with a greater following, a more engaged audience, and a growing number of potential leads and customers for your business.
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