WRITING A BLOG
Blogging is a valuable tool that every brand should be using in order to engage with customers and share timely, relevant information. Whether you’re a flower shop providing wedding bouquet tips or a game developer sharing your review on the latest PS4 release, having a blog is also an excellent way to show your brand’s personality. Here are some copywriting tips for writing a blog that will convert visitors into brand advocates.
Do you know who your target audience is? Without understanding who you’re writing for and what they need, you’ll never be able to write compelling copy. Before writing your first post, you should first spend time reflecting on who your ideal customer is.
Do your research to understand what your audience is searching for in the first place, what their pain points are, and what solutions they’re after. Only then will you be able to write copy that will provide value to your reader.
“You also have to keep the piece aligned with business goals and marketing objectives,” says Ashley Moore, founder and CEO of AM Public Relations. Why are you writing a blog in the first place? Is your goal to convert readers into customers? To compel them to sign up for your email newsletter, or to follow you on social media?
Unless you’re writing a blog post that’s completely steeped in opinion and subjective feelings on a topic, one of the best things that you can do is include statistics in your copy. This helps back up the points that you’re making and helps your content appear more trustworthy.
“I find a lot of clients have amazing insight into a topic overall but don’t have the supporting material to build out the piece,” says Moore. “That’s your job.”
Think about it. What sounds more compelling – just telling your potential customer that having a blog will help boost their business, or sharing that businesses who use blogging as part of their content marketing strategy receive 67% more leads than those who don’t?
When including statistics in your content, you should always cite your source. Whenever possible, create your own original data using methods like surveys and data scraping.
Sure, your headline and subject are the two most important components when writing a blog. However, the way that you present this information will determine whether your reader feels compelled to stay on your page.
Have you ever opened a book full of small print and dense paragraphs and immediately knew it would be a tedious read? Your audience will feel the same way if you don’t break up your copy to make it cleaner.
Embrace white space and keep your paragraphs about 3-4 sentences in length. Cut out the fluff and make sure that your content is easy to read. This means eliminating jargon, deleting information that doesn’t add value, and keep your copy laser-focused.
“My biggest recommendation is to provide a lot of guidance to the client you are writing for on everything from topic to ways to fill in gaps in the narrative they want to tell,” says Moore.