Business Blog Posts
According to Ignite Spot, 77% of Internet users read blogs, 6.7 million people blog on blogging sites, and 12 million people blog via social networks. Here’s a brief guide to creating great business blog posts.
Blogging is not going to go away. As marketers, blogging is essential to our jobs – but it’s not simple. We have to come up with a subject, write in an engaging matter, optimise for SEO and take a ton of other steps to make sure we are writing the best possible post we can to make it stand out. Against 6.7 million people
Though blogging is not a science there are certain steps you can follow to make sure it has the essential components necessary to perform well.
Here are 8 steps that can get you on the right path to blogging like a pro.
1) Understand your audience. Having a clear understanding of your audience is vital. What is their demographic? Are they computer literate? What will engage them? Consider what you know about your customers’ personas and their interests while you’re coming up with a topic for the blog post.
2) Have a topic and a working title. Before you do anything, you need to choose a topic for your blog post. It can be pretty general, but it is essential to come up with a few topic ideas to get you started. After you choose one to run with, you need to create a working title. What’s the difference? A topic is general, while a working title is specific and will guide your post so you can start writing.
3) Write an introduction (and make it grab the attention). Grab the reader’s attention as soon as humanly possible. If you lose the reader in the first few paragraphs of the introduction, they will stop reading. Full stop. Thereafter explain exactly WHY the reader should continue with your post – how you will entertain with a story or explain away a problem. Make it succinct.
4) Organise your content. Sometimes a post can contain a huge amount of information. That said, even if it is a short, precise piece the trick is to organize the info so readers are not intimidated by the length or amount of content or receive the content in the most convenient method. The organisation can take multiple forms — sections, lists, tips, whatever’s most appropriate. But it must be organised! Remember attention spans are short and probably getting shorter!
5) Write your content. Use the outline you created in step 4 and fill in the blanks – you can do as much research as you need. Having some writing skills here is useful but not imperative. Writing is learned with experience and even the most seasoned bloggers had to start somewhere.
6) Format! Tags are imperative as they act as keywords and help readers find your blog post with ease. Meta Description is a snapshot subtitle which should inform the reader exactly what to expect from the article. Then you must consider the visual elements. A graphic is not always necessary but it will be included in any social media post or tweet you post. The layout of the text is imperative as it can easily deter readers before they start.
7) Include a Call to Action. At the end of every blog post, you should have a CTA. Typically, you think about the CTA being beneficial for the marketer. Your visitors read your blog post, they click on the CTA, and, eventually, you get a lead. But the CTA is also a valuable resource for the person reading your blog post — they’re going to click on the CTA if they enjoyed your blog post and want more information on that particular topic. A great article on CTAs can be found here.
8) Optimise for Search Engines. So many articles have been written on this subject it is easy to become overwhelmed. We have a whole series of posts we will be publishing ourselves soon. For now why not try here?
With thanks to Rachel Sprung at blog.hubspot.com