Tips For Writing A Blog That Your Readers Will Love
I am often asked what are my top tips for writing a blog? It’s easy to answer in principle:
Blogging is a marketing strategy that works. You can generate more inbound conversations through blogging regularly than any other form of non-paid advertising.
Like cat videos and make-up tutorials by Kylie Jenner wannabes, there’s no shortage of blogs on the internet, and they cover every subject imaginable a million times over.
Research shows us that the way we read the information on a screen – whether it be a text from a mate or a blog – is different to how we might read a book; we tend to skim read first, our brains picking out the keywords and phrases that interest us; and then, if sufficiently drawn in, we will read the article in full.
So, how can you ensure that the blogs you write stand out from all the rest and spark your readers’ brains into reading them in their totality?
These tips for writing a blog will show you how to do just that:
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Knowing Your Target Audience When Writing Your Blog
They all understand the audience they are speaking to and what the reader wants to achieve.
This seems an obvious one, but knowing who your blog is aimed at will set the precedent, not just for your content, but for its entire structure.
While it’s fair to say that there aren’t any hard and fast rules as to who searches for what on the internet, the majority of readers seeking out your Call Of Duty blog, will be of a different demographic to those reading a blog about the latest Disney movie, or a blog on childcare.
Not always of course, but often enough for the language and tone of these three blog subjects to be very different from one another.
Further reading ‘Choosing the right keyword to focus on.’
Sentence Length Within Your Blog
Long rambling sentences won’t hold anyone’s interest, regardless of who is reading, or what your blog is about, so make every sentence count by keeping them short and concise.
Another advantage of keeping them short is that you will be less likely to make grammar or spelling mistakes – often cited as a reason that people stop reading.
There are likely hundreds if not thousands of blogs on your given subject, so make sure yours isn’t passed over in favour of another because readers can’t follow what you are trying to say.
The rule of thumb is less than 20 words.
Make Each Paragraph Count
Always start each paragraph with an information point that is important to your subject, and then develop your point further within the paragraph.
This way, when your blog is initially skim-read (trust me, it’s what happens whether the reader is aware they’re doing it or not).
The readers’ eyes will pick out the beginning of each paragraph as something of interest, and will therefore go back to read the entire blog.
Your paragraphs don’t need to be too long – keep them short and concise like your sentences and try to stick to 3 or 4 lines in length.
Reducing paragraph length helps with mobile readability. Long paragraphs on mobile can appear heavy and off-putting.
Watch Your Language
By this I mean choose the words you use carefully by avoiding any that are long or overly-complicated.
I’m not suggesting you dumb your article down.
But why use a word that your reader might be unsure of when a simpler word, still gets the point across without you losing any readers!
Of course you may be blogging on a subject for which the proper jargon is par for the course, and that’s fine, just be sure you don’t alienate your audience by throwing in as many technical words as you can.
Use Signal Words Within Your Blog
Signal words (often called transition words) do just that – they signal, or direct, your reader that something is coming up; think of them as a way to cement two sentences together.
Examples of signal or transition words are ‘because’ and ‘therefore’, and you use them to link your sentences together.
These types of words will help your reader to understand your content better, and relate to what you are saying, as they make your writing more conversational and therefore flow better for the reader.
Variety Is The Spice Of Life
Nothing will turn a reader off faster than repetition, and in something like a blog, which tends to be relatively short, as soon as you start repeating yourself it will stand out a mile.
The aim is to make your writing as attractive and as easy to read as possible, and you can do that by adding some variety to the words used and by varying the lengths of your sentences.
A piece of writing that flows well is a lot more engaging, so ensure that your readers don’t get bored halfway through by making it pleasing to read from start to finish.
Tone It Up
This tip ties in with knowing your audience, and again, although it may seem obvious, it’s important to decide on the tone of your blog from the beginning and to be consistent with it.
Are you after a jokey, mates-all-chatting-down-the-pub vibe? Or do you want a more professional, confidence-inspiring flavour?
This will of course depend on your subject matter and target audience; it is unlikely that someone reading a blog on dealing with bereavement is going to want, or expect, a laugh-a-minute style of writing…but a blog about friends on a road trip would be severely lacking without some humour thrown in.
Check out this article where I explored ‘Passive vs aggressive tones of voice and how to implement the right balance in your marketing strategy.’
Include A CTA In Your Blog
A CTA or Call To Action is an important marketing term that you can use in blogs to encourage an immediate response in your readers.
Ideally, you want to include this within the first 10% of your blog, and then again in the final 10%. A CTA often takes the form of an instruction:
‘Visit A Store Today!’ ‘Pick Up The Phone Now!’
you can also use your blog to give similar instructions:
‘Head Over To My Website To Find Out More’, or how about, ‘Follow These Tips For Writing A Blog Your Readers Will Love!’?
If you follow the basic guidelines above you will be able to improve the user experience of your blogs and reduce your bounce rate.
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