Everyone can write a blog post: in fact, the number of posts that see the light every day is around 2 million. There is a difference about writing an article for a newspaper or a magazine, a website page with the intent of populating it with useful information and a blog post able to attract the attention of the readers. Writing a compelling blog post is not an easy task, but there are some good rules to follow.
- Master (naturally) your SEO.
What differentiates a blog post from other pieces of writing is that, if you want your blog article to be read, you cannot write it without being aware of SEO (Search Engine Optimization). Creating an article while keeping SEO rules in mind means to use a kind of language that is optimised for internet use, but also for your marketing strategy. In other words, if you get your keywords right, your article will rank higher in the search results and more people will read it. It might sound forceful, but the reality is it is not, and it should not be. Good SEO flows natural, so it is really a case of establishing a relevant theme, which is consistent with what you do and, at the same time, is relevant to your specific audience. Then pick relevant keywords, and fit them in the title, the first paragraph and in the rest of the text. Do not attempt to repeat keywords only to attract views: if your text is stiff and search engines (eg. Google) sense that you tried to fit in keywords unnaturally, they will push your piece to the end of the search results. So, the best thing to do is to learn about SEO and apply keywords while keeping a good writing style.
- Write an introduction people agree with
When you want to expose a topic, you should start with an aspect of it that everyone (or at least everyone in your selected audience) is familiar with. This will bring readers on your side. Your reader will feel at ease with this initial content because it’s something they agree with and you will gain their approval. If your topic is about posting on social media, you could open with a sentence like this: “everyone knows that to attract more followers you should post regularly on your social media channels”.
- “But, there is a but”
After the introduction, your blog article should present the focus of the piece, which will be a crucial issue or question faced by the audience (eg. “But how do you come up with fresh content every week?”). At this point, your reader still agrees that this is a major aspect and they will be curious about how you solve the issue. This should be the phase of your writing where you present the problem leveraging on what most people do perceive as an issue. Try to put yourself on the reader’s shoes, especially someone who, in this case, is trying to build an online presence and need help to understand how to use social media for marketing purposes. If you sympathise with the reader, they will repay you with their interest.
At this point you will have noticed that the writing pattern we are suggesting follows the classic narrative structure of initial balance- breaking of the balance – solution. This is not only because it is appropriate in terms of style but also because it helps you focus on your potential customers (to attract) rather than your products (to sell) and to give people useful information even before you attempt to place your products on the market. This way, your audience will build an image of trust around your company, because it will feel to them that you are trying to share useful content regardless of your ultimate goal (selling your products/services). But this is of course the part where you are allowed to propose your solution: it will still be informative and you can showcase your product as a possible solution. Do not write like a salesman, write like an expert: offer suggestions that can be useful to all, regardless of who’s buying from you. Your knowledge in the field and the service you can offer to fill the gap will help you write this part, and this is where you can convince your audience that you’re good at what you’re doing and they should choose you.