Having trouble putting your thoughts into words? All companies have strengths, and sometimes translating those strengths into an informative blog article can be tricky. In the following article, Group3 offers several tips for effective blogging that will enable your company or organization to attract readers with your posts and keep them coming back for more.
1. Know your target audience
Some people may be surprised at the number of blog posts that forget their target audience. Keep your audience in mind from the pre-planning stage to the final edit of your post. First, think about the big picture. That is, what is it your target audience cares about, what do you wish for them to gain from your article, and what action would you like them to take upon finishing? Knowing your audience and getting clear on your goals up front will provide a coherent path to guide your writing.
2. Make clear, concise points
As an expert in your field, you could ramble on extensively about your passion. But remember that not everyone can afford the time to commit to your topic. Therefore, condensing your content it into digestible bites for the reader will make for a better post. Offer compelling headlines and short blurbs that will keep your reader engaged. You can always elaborate on the details on click-thru pages, or better yet, give the reader a way to contact you to seek your expertise. Just as important, use clear, layman’s terms when you write, unless your specific audience is already well-versed in technical jargon. Being overly technical or verbose could bore your reader and drive them away.
3. Research and cite your sources
Blog articles are often meant to convey new information and to persuade your audience from the point of view of a subject matter authority. So be confident in the subject of your post. If you are writing for a business or organization and aren’t the expert yourself, take the time to interview those who are experts on your topic. Furthermore, it’s always a good idea to cast a net out to see what others are saying about the same subject. A Google search will give you insights that may help identify gaps in your own message and give you the opportunity to vet your theories against others in your field. If you decide to use content from a third-party source, be sure to give credit where credit is due.
4. Use captivating photos (or videos)
“A picture is worth a thousand words.” In the case of blogging, this is especially true. Captivating photos are often the very thing that attracts readers to your post. High-quality photography and graphics serve to break up dense copy, and videos help convey your message with fewer written words. But make sure your images are relevant; the right picture will complement your writing, while choosing the wrong one could confuse your reader.
5. Edit for clarity and grammar
Be sure to review and edit your article carefully before posting. Re-visit your original goals: Make sure what you’ve written is relevant to your audience and has the appropriate calls-to-action. In addition to editing your overall message, pay attention to the details. Many of us bypass proper grammar and punctuation in our daily digital communications, but if you’re blogging on behalf of your business or organization, professionalism matters. Using a dictionary or thesaurus and checking grammar rules will give your article more credibility and be taken more seriously. And finally, it never hurts to have another set of eyes glance over your post.
6. Review for search optimization
Optimizing your content for search (SEO) is imperative toward advancing your blogging goals. When reviewing your post, make sure you’ve woven in appropriate keywords that people would use to search for your topic. The more individuals who view your post, the more likely it is to gain approval and popularity. This leads to more traffic to your website and builds value and credibility for your business. This Forbes article does an excellent job of summarizing the importance of SEO.
And there you have it – six steps to better blogging. Cross reference these tips with this example of a blog post we crafted for one of our healthcare clients: “10 Foods That Help Reduce Joint Pain.”
Although our list certainly isn’t all inclusive, it covers the core elements of effective content marketing. Be creative, be thorough, and be confident in your topic. And hopefully, you will be inspired to write posts that get attention and help you meet your business goals.
If writer’s block still has you stuck, consider outsourcing your content marketing. Group3’s writers and content marketers are here to help you with blogging, social media and email marketing. Contact us to learn more.