WRITING A BLOG
Copy Tips Every Brand Needs When 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.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.